Technical Marketing Communication, 2nd Edition

Index

A/B testing, 124

Advertis(ing/ement), 20

bait, 26

print, 126

switch, 26

word-of-mouth, 20

Aesthetic graphics, 92–93

Agent–agency ratios, 38–39

Alignment, 91–92

Alliteration, 74

American Legacy Foundation“Truth” campaign, 22

Anaphora, 74

Answers to headlines, 60–61

Antimetabole, 73

Attention of headlines, 59–60

Audience

headlines, attention of, 60

imaginations, 53–56

segmentation, 24

Axis-of-Power Test, 11

Bait advertising, 26

Balance, 91–92

Bar graphs, 97

Behavioral segmentation, 23

Benefits, in technical marketing, 48–49

benefit of, 50–52

distinguished from feature, 48–49

dramatizing, 50

Black and white, 104

Blogging, 115–117

calls to action, 116

checklist for, 117

easy to engage, 116

optimize for search, 116

word on word count, 115