【文章內(nèi)容簡介】 ements消費(fèi)者信息網(wǎng)絡(luò)consumerinformationnetworks消費(fèi)者保護(hù)主義consumerism作者author更正廣告correctiveadvertising欺騙性廣告deceptiveadvertising道德廣告ethicaladvertising聯(lián)邦通訊委員會FCC聯(lián)邦貿(mào)易委員會FTC食品與藥品管理局FDA受者receiver知識產(chǎn)權(quán)intellectualproperty長期宏觀論longtermmacroarguments商標(biāo)trademark國家廣告審查局NARB國家廣告審查委員會NARC非產(chǎn)品事實nonproductfacts營養(yǎng)標(biāo)識與教育法NutritionalLabelingandEducationAct證實testimonials廣告advertising隱私權(quán)privacyrights夸大puffery短期操縱論shorttermmanipulativearguments社會責(zé)任socialresponsibility潛意識廣告subliminaladvertising證據(jù)substantiation行為廣告actionadvertising實際消費(fèi)者actualconsumer農(nóng)業(yè)廣告agriculturaladvertising自傳式訊息autobiographicalmessage知曉廣告awarenessadvertising品牌術(shù)branding工商廣告businessadvertising企業(yè)對企業(yè)廣告businesstobusinessadvertising渠道channel輔助材料collateralmaterials消費(fèi)者廣告consumeradvertising消費(fèi)者consumer譯碼decode直接反應(yīng)廣告directresponseadvertising戲劇式訊息dramamessage編碼encode農(nóng)場廣告farmadvertising反饋feedback全球性廣告globaladvertising商品goods觀點ideas形象廣告imageadvertising預(yù)定消費(fèi)者impliedconsumer工業(yè)時期industrialage工業(yè)化時期industrializingage國際廣告internationaladvertising地方性廣告localadvertising營銷marketing營銷傳播marketingmunications營銷公關(guān)marketingPR媒介medium訊息message敘述式訊息narrativemessage噪音noise全國性廣告nationaladvertising非商業(yè)廣告nonmercialadvertising人物persona非產(chǎn)品廣告nonproductadvertising人員銷售personalselling后工業(yè)時期postindustrialage前工業(yè)化時期preindustrialage過程process產(chǎn)品product產(chǎn)品廣告productadvertising專業(yè)廣告professionaladvertising公共關(guān)系publicrelations零售廣告retailadvertising公共關(guān)系活動publicrelationsactivities公共關(guān)系廣告publicrelationsadvertising區(qū)域性廣告regionaladvertising常規(guī)價格廣告regularpricelineadvertising銷售推廣salespromotion服務(wù)services信源source資助性消費(fèi)者sponsorialconsumers目標(biāo)受眾targetaudience廣告主/出資人sponsor目標(biāo)市場targetmarket貿(mào)易廣告tradeadvertising廣告訊息advertisingmessage廣告計劃advertisingplan廣告戰(zhàn)略advertisingstrategy自下而上式營銷bottomupmarketing戰(zhàn)術(shù)tacics傳播媒介municiationsmedia企業(yè)目標(biāo)corporateobjectives創(chuàng)意組合creativemix試驗調(diào)查法empiricalresearchmethod整合營銷傳播integratedmarketingmunication顧客終身價值lifetimecustomervalue營銷目標(biāo)marketingobjectives態(tài)度attitude營銷計劃marketingplan營銷戰(zhàn)略marketingstrategy關(guān)系營銷relationshipmarketing需求一滿足式目標(biāo)needsatisfyingobjectives目標(biāo)/任務(wù)法objective/taskmethod銷售百分比法percentageofsalesmethod產(chǎn)品概念productconcept認(rèn)知cognition銷售定向式目標(biāo)salestargetobjectives利益相關(guān)者stakeholder目標(biāo)受眾targetaudience市場份額法/廣告份額法shareofmarket/shareofvoicemethod形勢分析situationanalysisSWOT分析（優(yōu)勢、弱勢、機(jī)遇與威脅）strength/weakness/opportunity/threatanalysis自上而下式營銷topdownmarketing品牌興趣brandinterest品牌忠誠brandloyalty企業(yè)市場businessmarkets影響中心centersofinfluence消費(fèi)行為consumerbehavior有意勸服路徑centralroutetopersuation消費(fèi)者決策過程consumerdecisionmakingprocess消費(fèi)者市場consumermarkets文化culture現(xiàn)有顧客currentcustomers參考組evokedset詳盡可能性模型ElaborationLikelihoodModel環(huán)境因素environment認(rèn)知learning選擇評估evaluationofalternatives評估標(biāo)準(zhǔn)evaluativecriteria交換exchange需要needs政府市場governmentmarkets習(xí)慣habit需要層次hierachyofneed動機(jī)motivation工業(yè)市場industrialmarkets信息性動機(jī)informationalmotives大腦檔案mentalfiles人際影響interpersonalinfluences市場market賣主marketers營銷marketing被動生成動機(jī)negativelyoriginatedmotives非人員影響nonpersonalinfluences刺激stimulus輿論領(lǐng)袖opinionleader集團(tuán)買主organizationalbuyers感知perception亞文化subculture感知過濾perceptualscreens無意勸服路徑periphialroutetopersuasion自我意識selfco