Aaker, David, 352–353, 383, 432, 433, 435–436, 438, 439
Aaker, Jennifer, 306
Absolut vodka, 199
Access, 242
Accountability, 28–29, 264–265
Accounting standards, 353
Act marketing, 154
Active engagement, 93, 320, 321
Activity, 94
Acura, 376
Adamson, Allen, 210
Adamson, Allen P., 127
Adaptability, 116
Addiction, 102
Adherence, 102
Advertising
alliances of, 245
billboards and posters, 201–202
cooperative advertising, 176–177
database marketing, 201
defining, 193–194
direct response, 200
emperical generalizations, 226–227
ideal campaign, 193
infomercials, 200
interactive marketing, 208–211
line extensions, 439–440
mobile marketing, 216–218
movies, airlines, lounges, other places, , 202
nontraditional advertising, 200–204
online ads, 208–210
pitfalls in, 192
place, 200–204
point of purchase, 203–204
print media, 198–200
product placement, 203
radio, 197–198
retrieval cue, 223
television, 194–197
transformational advertising, 90–91
weak brand links, 223
web sites, 208
African American market, 485
Aftermarketing, 159–162
Age, 86
Ahluwalia, Rohini, 440
Aided recall, 313–314
Ailawadi, Kusum L., 341–342
Aker, David, 437
Alba, Joseph W., 433
Ally Financial, 48
Altschul, David, 132
Amazon.com, 158
Ambler, Tim, 281, 284
Ambush marketing, 259
AMD, 102
American Airlines, 161
Analytic thinkers, 440
Andrews, Jonlee, 433
Anheuser-Busch, 483
Apple Computers, 44–45, 62, 94, 119, 194
Archetype research, 302
Arm & Hammer, 468
Asset leverage, 24
Associative network memory model, 51–52
Attachment, 92, 96
Attention, 192
Attitudinal attachment, 92–93, 319
Attribute-perception biased component, 342
Audi, 414
Augmented product level,
Avon Breast Cancer Crusade, 396