Subject Index
Page numbers followed by “t” indicate a table; page numbers followed by “f” indicate a figure.
A
Adaptation, in determination of sales potentiali, 83
Advertiser(s), needs of, in determination of sales potential, 80
Advertising Age, 7
Advertising copy, brand positioning guidelines of, 117–118
Advertising media
effective use of, 93–105
buying time, 102–105
CATV, 95–96
daily newspapers, 98–99
negotiating rates, 102–105
online, 102
outdoor/transit, 100–102
print, 97–100
radio on-air, 96–97
specialized publications, 100
TV supplements, 99–100
weekly newspapers, 100
evaluation of, 94–102
TV on-air, 94–95
Anchor(s), of WFXX, 112
AQH audience. See Average quarter hour (AQH) audience
Attitude(s)
behavior vs., in measuring brand equity, ...
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