Hyp

Balance-of-trade deficit, 660 Banner ads, 487, 496 Barrier to entry, 775 Barter syndication, 362 Behavioral stage, 150 Behavioristic segmentation, 49 Benchmark measures, 207-208 Benefit segmentation, 49 Better Business Bureau (BBB), 715 Big idea, 237, 255; see also Major selling idea

Billboards; see Outdoor advertising Billings, 77 Bleed pages, 398-399 Body copy, 285 Bonus packs, 541 Boomerang, 160 Bounce-back coupon, 533 Brand development index (BDI), 310-312 Brand equity, 59, 520, 524-525 Brand identity, 14 Brand loyalty, 120, 121, 516 Brand manager, 72-75 Branding, 59-60 brand strength research, 249-250 emotional bonding, 273 global, 657-658

image advertising, 257, 265-266 IMC role in, 14-16 Internet and, 492-494 power of, 15

promotional perspective, 59 sales promotion and, 516-517 Broadcast media, 348-389 direct marketing and, 475 radio; see Radio television; see Television Budgeting, 211-232

advertising-to-sales ratios by industry, 220-221 affordable method, 218 allocating budget, 229-232 approaches to, 217-229 arbitrary allocation, 218 build-up approaches, 225-228 client/agency policies and, 230 competitive parity, 222-224 computer simulation models, 228 cutting budgets, 223 economies of scale and, 231-232 effectiveness measurement, 626 establishing budget, 211-229 factors influencing, 215-217 IMC elements, 229-230 marginal analysis, 213-214 market potential and, 230 market share goals and, 230-231 market size and, 230 media strategy, 323-326 methods compared, 224 methods summarized, 228-229 objective and task method, 225-226 organizational characteristics and, 232 payout planning, 226-227 percentage of sales, 218-222 promotional planning process, 27, 31 quantitative models, 228 ROI method, 224 sales promotion, 554-555 sales response models, 214-215 theoretical issues, 213-215 top-down approaches, 217-225 Build-up budgeting approaches, 225-228 Bureau of Alcohol, Tobacco, and Firearms

(BATF), 738 Business/Professional Advertising Association (B/PAA), 334

Business-to-business advertising, 19 database contents, 468 problem/solution approach, 279 Button, 487

Buying allowances, 547 Buzz marketing, 13

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