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Concise Encyclopedia of Advertising
At your fingertips-find advertising terms and concepts quickly and easily in this A-Z reference guide!
As with many institutions, advertising has developed its own vocabulary. While some terms and concepts may overlap with other areas, many are used in a particular way and have specific meanings in advertising. The Concise Encyclopedia of Advertising is a comprehensive yet to-the-point compilation of terms and concepts used in the advertising industry. It provides brief, easy-to-understand definitions and explanations of common advertising terms and covers all major concepts used in the industry.
The Concise Encyclopedia of Advertising is unique in that it completely covers all terms and examines all aspects of advertising. This book will help bring you up-to-date with current advertising jargon. It is laid out in an easy-to-use alphabetical format, which allows you to easily access and understand the information. For further reference, it also includes a list of advertising experts who have recently written articles or textbooks on advertising.
Some of the terms and concepts in the Concise Encyclopedia of Advertising include:
advertising appeals
evaluation criteria of advertising
Internet advertising
magazine advertising
television advertising
advertising campaign management
sponsorship marketing
and many more!
The Concise Encyclopedia of Advertising provides advertisers, marketers, consumers, and businesses a handy reference to the terminology that is used in the advertising industry. Those new to the business or trying to get into the business can use this book to familiarize themselves with terms and concepts they will need to know. Individuals already in the business can use this book as a quick reference tool for terms they are unsure of or have forgotten. It is also useful as a textbook for students of advertising.
eBook
Concise Encyclopedia of Insurance Terms
The purpose of the book is to provide insurance practitioners, consumers, and students with definitions of common insurance terms in both the property/casualty and life/health insurance industries. The unique feature of the book is that many of the definitions contain detailed explanations of coverage provided by certain types of insurance and/or examples that illustrate how a particular coverage works. The book should be helpful to insurance agents and to new insurance agency/company personnel. It will also be helpful to consumers to use as a reference guide to better understand insurance products the consumer needs. Finally, it will be useful as a reference guide for students in business courses.
List of Acronyms. About the Authors. Foreword. Terms. Index.
Dr. Kenneth Clow is a Professor of Marketing and holder of the Biedenharn Endowed Chair of Business in the College of Business Administration at the University of Louisiana at Monroe. He began his teaching career at Pittsburg State University where he also served as the MBA Director. He obtained his Ph.D. from the University of Arkansas in 1992. Dr. Clow has published over 150 articles in academic journals and proceedings and has written six textbooks.
Dr. Robert E. Stevens is John Massey Professor of Business in the John Massey School of Business, Southeastern Oklahoma State University, Durant, Oklahoma. He has over 200 publications including 28 books, 128 articles, 25 cases, 25 case teaching notes, and 14 other publications. Dr. Stevens has served as a consultant to local, regional, and national firms and has been an owner of 4 small businesses. He serves on the editorial board of 4 journals and is co-editor of Services Marketing Quarterly and the Health Marketing Quarterly.
Dr. Lawrence S. Silver is an associate professor of marketing in the John Massey School of Business, Southeastern Oklahoma State University, Durant, Oklahoma. He has presented at numerous professional conferences and has published extensively in academic journals. Prior to earning his doctorate in business administration, Dr. Silver was an independent insurance agent for over 20 years. Dr. Silver serves on the editorial board of Services Marketing Quarterly.
eBook