Principles of Marketing, 17/e

A

• 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 ...