INDEX 615unethical practices in marketing
communications 560 – 70
controversial messages 563 – 4
and corporate social responsibility
578 – 81
covert marketing 564 – 6
instruments 570 – 3
advertising 570 – 2
direct marketing 572
packaging 573
public relations 572
sales promotion 573
stereotyping 560 – 3
vulnerable groups 566 – 70
unfair marketing communications 574
UNICEF 564
case study 582 – 7
123 – 4 , 171 – 2 , 496 , 497 – 8 , 509
unique selling proposition (USP) 139
United Kingdom
audience share of leading channels
259
direct marketing in 424
interactive television in 512
internet access 486
mobile internet use 508
mobile phone penetration 485
online advertising 491
private label shares 41
social media penetration in 524
United States
direct marketing in 424
internet access 486
telemarketing in 436untargeting marketing 440
UPS 348
US motor carrier industry 8 – 9
useful reach of medium vehicle 259
useful score 301value marketing 346
value segmentation for teenagers 132 – 3
values in cross-cultural environment 235
van Raaij, W.F. 9 , 93
Van Vooren, E.unplanned buying 394 , 424
variables in market segmentation 122
Vaughn, R. 74
Ven den bergh, J. 461 , 466
Ven Den Temple, W. 468
vertical trade fairs 459 – 61
Vicks 164
video-on-demand (VoD) 514
Vimco 522
viral marketing 501 – 4
successful 501 – 2
Virgin Express 364
virtual game worlds 533
virtual social worlds 533
virtual store environments 400
virtual worlds 533
Volkswagen 210 , 501 – 2 , 511
vulnerable groups, targeting 566 – 70Walgrave, M. 436
Walkers (case study) 30 – 5
Waller, D.S. 558
Wallpaper format for ads 491
Wal-Mart 566Walsh, A.D. 568
Wanamaker, J. 256
warm advertising 223 – 4
wars, children in 564
Wash & Go 217
wear-in 103 , 254 , 255
wear-out 98 , 103 , 254 , 255
Web 1.0 517
Web 2.0 517
weblogs 517
website visiting behaviour 303
weight in media planning 260
Weldon, Fay 23
Wii Fit 136 – 7
Win for Life scratch game (case study)
312 – 16
wireless advertising 507
wizz kids in teenage segmentation
133
women, stereotyping 561 – 2
Wong, K.S. 467
word of mouth 444 , 502 , 503
World Cup sponsorship 350 , 360 , 386
World Wide Web (WWW) 485Yellow Pages (case study) 174 – 80
Yeo Valley 513
YouTube 521
ad revenue 532
Yves Saint Laurent 44Zarantonello, L. 404
Zsazsa, Mme 518
Zuckerberg, Mark 523Z02_PELS3221_05_SE_IDX.indd 615Z02_PELS3221_05_SE_IDX.indd 615 6/6/13 8:42 AM6/6/13 8:42 AM