Strategic Integrated Marketing Communications, 4th Edition

Glossary

Acceptance

A response in processing a message where the receiver believes the benefit claim to be true, and necessary for high-involvement brand attitude strategies.

Adblocking

The use of apps and other software to avoid advertising on traditional broadcast and digital media.

Advertere

The Latin root of the word advertising, roughly translated as ‘to turn toward’.

Allowance promotion

Any incentive promotion for the trade where a monetary allowance is given in return for stocking or promoting a brand and achieving specific performance or purchase requirements.

Assimilation-contrast theory

Sherif and Hovland's idea that someone's current attitudes provide a point of reference in any attempt to persuade, where a person assimilates positions ...