Accessory equipment, 224
Acquisition, 256, 582
Action program, 56, 57
Actual product, 221, 222
Adapted global marketing, 559–561
Administered VMS, 340–341
Adoption process, new products, 154–155
Advertainment, 434–436
Advertising
Audience Network and, 450
campaigns, media for, 433–438
content marketing and, 404–405
costs, 576–577
customer engagement and, 398–399
defined, 401, 428
digital, 489
doing good with, 419–420
DRTV marketing, 506–507
GEICO, 426–427
Live Story, 499
merging entertainment and, 434–436
message design and, 409–411
media impact of, 440
organizing for, 445
promotion budgets. See Promotion budget
as promotion tool, 415
subliminal, 148
truth in, 584
Advertising agency, 445
Advertising appeals, 436
Advertising budget
media selection and, 440–444. See also Advertising media
messages, 433–438. See also Advertising message; Brand content
return on advertising investment and, 444
setting, 432–433
strategy development, 433
Advertising decisions
international advertising, 445–446
major decisions, 429
objectives, 429–430, 432
organizing for, 445
Advertising laws, 86
Advertising media, 433, 440–442
Advertising message, 433–438
advertainment, 434–436
brand story (Converse), 439–440
clutter, 434
consumer-generated content, 438–440
defined, 433
media timing, 443–444
media type, 441–443
message/content strategy, 436
message execution, 437–438
vehicles for, 443
Advertising objectives, 429–430, 432
Advertising option icon, 509
Advertising specialties, 475
Advertising strategy, 433–438
Advertising-to-sales ratios, 423
Advertising wars, 451–453
Affordable method, promotion budget, 413–414
African American consumers, 78–79, 136–137
Age, consumer buyer behavior and, 143
Age and life-cycle segmentation, 189, 190
Agents, 389, 390
AIO (activities, interests, opinions), 144
Air transportation, logistics, 356
Airtruck transportation, 357
Aleut consumers, 78–79
Allowance pricing, 311–312
Alternative evaluation, buyer decision process, 153
Alternative media, 442
American culture. See also Culture
international marketing and, 552–554
American Indians, diversity, demographics and, 78–79
Americanization, backlash against, 553
Americans with Disabilities Act (1991), 86
Appeals, advertising, 436
Approach, selling process, 470
Apps
Apple Pay, 363–364
benefits of, 490
check-in, 475
coupons, 475
digital marketing and, 487
DriveMode (AT&T), 419
Dunkin’ Donuts, 139
Fifth Third, 75
fitness, 47
Grainger, 391
Like2Buy, 529
login, 538
Lowe’s support, 231
messaging, 498
mobile marketing and, 501–503
Nike+,
online price tracking, 301–302
RedLaser, price check, 316
selfycart, 394–395
shopping, 481
SleepSense, Samsung, 255
Smartfeeder, 250
Starbucks mobile payment, 262–263
telecommuting and, 77–78
Asian American consumers, 78–79, 137
Aspirational groups, 138
Atmosphere, store, 378
Attack advertising, 430
Attitudes, buying behavior and, 149, 153
Attraction, marketing by, 17
Audience Network, 450
Audiovisual materials, PR and, 448
Augmented product, 221, 222
Automobile Information Disclosure Act, 326
Awareness
adoption process and, 154
marketing mix and, 55