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Advertising : Principles and Practice

by: Moriarty, Sandra; Mitchell, Nancy D; Wells, William D.

Advertising : Principles and Practice

by: Moriarty, Sandra; Mitchell, Nancy D; Wells, William D.

ISBN 13:
9780131465602
ISBN 10:
0131465600
Edition: 7th
Format: Hardcover
Copyright: 01/01/2009
Publisher: Pearson College Div
Newer Edition

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Summary

For Introductory courses in Advertising, offered in Marketing, Journalism and Communication departments. Advertising: Principles And Practice, 7e is the only advertising textbook that emphasizes measuring advertising effectiveness.

Preface

xxi

PART I FOUNDATIONS

Introduction to Advertising

(27)

Volkswagen Sings a New Song With iPOD®

(2)

What is Advertising?

(1)

Defining Modern Advertising

(1)

The Key Concepts of Advertising

(1)

The Roles and Functions of Advertising

(4)

The Marketing Role

(1)

The Communication Role

(1)

The Economic Role

(2)

The Social Role

(1)

The Functions of Advertising

(1)

The Key Players

(7)

The Advertiser

(3)

The Advertising Agency

(2)

The Media

(1)

The Suppliers (Vendors)

(1)

The Target Audience

(1)

Types of Advertising

(2)

What Makes an AD Effective?

(2)

The Important Role of Objectives

(1)

Effectiveness and Award Shows

(1)

The Evolution of Advertising

(1)

The Current Advertising Scene

(9)

An Expanded View of Advertising

(1)

Integrated Marketing Communication

(1)

Globalization

A Matter of Practice: Driving on the Road of Life

(3)

A Matter of Principle: The Greatest Commercial Ever Made

(2)

The Inside Story: Why Do I Love Advertising?

(10)

It's a Wrap: Effective Advertising Drives Volkswagen's Success

(1)

Summary

(1)

Key Terms

(1)

Review Questions

(1)

Discussion Questions

(1)

Class Project

(1)

Hands-On: Introduction to Advertising

(3)

Advertising's Role in Marketing

(29)

Puma Is One Cool Cat

(1)

What is Marketing?

(6)

Key Concepts in Marketing

(1)

The Marketing Concept: Focus on Customers

(1)

The Concept of Exchange

(1)

The Concept of Branding

(2)

The Concept of Added Value

(2)

The Key Players and Markets

(4)

The Marketer

(1)

Suppliers and Vendors

(1)

Distributors and Retailers

(1)

Types of Markets

(2)

The Marketing Process

(4)

Marketing Research

(1)

Key Strategic Decisions

(1)

Marketing Mix Strategies

(3)

How Agencies Work

(7)

Types of Agencies

(2)

How Agency Work is Organized

(2)

How Agencies Make Money

(1)

International Marketing

(1)

Organizing for International Marketing

(1)

International Marketing Management

(1)

The Dynamics of Modern Marketing

(7)

A Matter of Principle: It's Pure and It Floats

(12)

A Matter of Practice: Marketing a Passion for Doughnuts

(4)

The Inside Story: The Day-to-Day Job of an Account Executive

(3)

It's a Wrap: Puma Leaps Forward

(1)

Summary

(1)

Key Terms

(1)

Review Questions

(1)

Discussion Questions

(1)

Class Project

(1)

Hands-On: WWP's Owner---a British Knight with Every (Marketing) Weapon at His Disposal

(3)

Advertising and Society

(38)

Advertising's Social Role

(1)

Advertising's Role in Shaping or Mirroring Society

(1)

Social and Cultural Considerations in International Advertising

(1)

Review and Regulation of Advertising

(4)

Advertising's Legal Environment

(4)

Advertising's Regulatory Environment

(6)

The FTC

(4)

Food and Drug Administration

(1)

Federal Communications Commission

(1)

Other Regulatory Bodies

(1)

International Laws and Regulations

(2)

Media Review of Advertising

(3)

Self-Regulation

(1)

Self-Discipline

(1)

Industry Self-Regulation

(1)

Public and Community Review

(1)

Advertising Ethics

(11)

Poor Taste and Offensive Advertising

(1)

Reinforcing Stereotypes

(3)

Body Image and Self-Image

(1)

Targeting Children

(1)

Misleading Claims and Other Message Strategies

(4)

Advertising Controversial Products

(2)

Determining What is Ethical

(11)

The Social Ethic

(1)

Professional Ethics

(1)

International Standards and Codes

(1)

Personal Ethics

A Matter of Principle: Cheesecake or Good Targeting?

(12)

The Inside Story: Breaking Into Madison Avenue

(1)

It's a Wrap: Lessons from the Losers

(1)

Summary

(1)

Key Terms

(1)

Review Questions

(1)

Discussion Questions

(1)

Class Project

(1)

Hands-On: Boycott This!

(2)

Part-Ending Case Chick-fil-A: Foundations

(3)

PART II PLANNING AND STRATEGY

How Advertising Works

(28)

SignBoy Is a Hole in One for FootJoy

(2)

How Advertising Works as Communication

(3)

The Communication Model

(1)

Advertising as Communication

100

(2)

Adding Interaction to Advertising

102

(1)

The Effects Behind Advertising Effectiveness

102

(2)

The Simple Answers

102

(1)

The Facets Model of Effective Advertising

103

(1)

Perception

104

(2)

The Components of Perception

104

(2)

The Subliminal Issue

106

(1)

Cognition

106

(3)

The Components of Cognition

106

(3)

The Affective or Emotional Response

109

(1)

The Components of Affective Response

109

(1)

Association

110

(3)

The Components of Association

110

(1)

Brand Transformation

111

(2)

Association Networks

113

(1)

Persuasion

113

(3)

The Components of Persuasion

113

(3)

Involvement's Role in Persuasion

116

(1)

Behavior

116

(9)

The Components of Behavior

116

A Matter of Principle: Does Subliminal Advertising Work?

107

(5)

A Matter of Practice: It's Green, It's Squishy, It's Guacamole!

112

(6)

The Inside Story: The Curiosity-arousing Function of Antidrug Ads

118

(1)

It's a Wrap: SignBoy is a Sign of Success for FootJoy

119

(1)

Summary

120

(1)

Key Terms

120

(1)

Review Questions

121

(1)

Discussion Questions

121

(1)

Class Projects

121

(1)

Hands-On: How Advertising Works: If It Walks Like the Aflac Duck

122

(3)

The Consumer Audience

125

(32)

So What Do You Crave?

125

(1)

How Does Consumer Behavior Work?

126

(1)

The Consumer Audience

127

(1)

Cultural and Social Influences on Consumer Decisions

127

(8)

Culture

128

(1)

Subcultures

129

(1)

Social Class

129

(1)

Reference Groups

129

(1)

Family

130

(1)

Demographics

131

(4)

Psychological Influences that Motivate Consumers

135

(9)

Perception and State of Mind

135

(4)

Motivations

139

(1)

Attitudes and Values

139

(1)

Personality

139

(1)

Psychographic Influences

140

(4)

Behavioral Influences on Consumer Decisions

144

(1)

Usage Behavior

144

(1)

Innovation and Adoption

144

(1)

The Consumer Decision Process

145

(2)

Influences on B2B Decision Making

146

(1)

Segmenting and Targeting

147

(10)

To Segment or Not to Segment?

147

(3)

Targeting the Right Audience

150

A Matter of Practice: Choice Hotels Says ``Thanks for Traveling''

136

(7)

The Inside Story: The Grand Myth of Early Adoption

143

(8)

It's a Wrap: Making Cravers One of Ours

151

(1)

Summary

151

(1)

Key Terms

152

(1)

Review Questions

152

(1)

Discussion Questions

152

(1)

Class Projects

152

(1)

Hands-On: Toyota Goes After Tuners

153

(4)

Strategic Research

157

(22)

Leaping Over Learning

157

(1)

Research: The Quest for Intelligence and Insight

157

(5)

Types of Research

157

(5)

The Uses of Research

162

(3)

Market Information

162

(1)

Consumer Insight Research

162

(1)

Media Research

163

(1)

Message Development and Evaluation Research

163

(2)

Research Methods Used in Advertising Planning

165

(7)

Background Research

165

(1)

Consumer Research

166

(5)

Choosing a Research Method

171

(1)

Research Challenges

172

(7)

Globalization

172

(1)

New Media Technology

172

(1)

Internet and Virtual Research

173

(1)

Embedded Research

173

(1)

Insightful Analysis

174

A Matter of Practice: The Army Marches to a Different Drummer

164

(3)

The Inside Story: The Power of Design Personas

167

(7)

It's a Wrap: Leap Into a Total Learning System

174

(1)

Summary

175

(1)

Key Terms

175

(1)

Review Questions

175

(1)

Discussion Questions

175

(1)

Class Projects

176

(1)

Hands-On: What Lies Beneath? Making a Choice

176

(3)

Strategic Planning

179

(30)

The Legendary Service of Citizens Bank

179

(2)

Strategic Planning

181

(4)

The Business Plan

182

(1)

The Marketing Plan

183

(1)

The Advertising or IMC Plan

184

(1)

Basic Strategic Planning Decisions

185

(9)

Typical Advertising or IMC Plan Outline

185

(1)

Situation Analysis

186

(2)

Advertising Objectives and Strategies

188

(1)

Segmenting and Targeting

189

(1)

Positioning Strategy

190

(3)

Budgeting

193

(1)

Evaluation: Determining Effectiveness

194

(1)

Account Planning: What Is It?

194

(15)

The Research Foundation

195

(1)

Consumer Insight

195

(3)

The Communication Brief

198

(1)

Personal Characteristics of a Planner

199

The Inside Story: Exploiting the Dot---Repositioning a Luxury Coffee Brand

192

(4)

A Matter of Practice: Everybody's Favorite Soul Food

196

(5)

It's a Wrap: Proving That a Bank Is Not Typical

201

(1)

Summary

202

(1)

Key Terms

202

(1)

Review Questions

202

(1)

Discussion Questions

202

(1)

Class Projects

203

(1)

Hands-On: Unscrambling the NASCAR Fan

203

(1)

Part-Ending Case Chick-fil-A: Planning and Strategy

204

(5)

PART III EFFECTIVE ADVERTISING MEDIA

Print and Out-of-Home Media

209

(32)

Apple Tops the Charts with Digital Music

209

(2)

The Media Industry

211

(1)

Basic Media Concepts

212

(1)

Planning and Buying

212

(1)

Reach and Frequency

212

(1)

Impressions

212

(1)

Media Key Players

213

(1)

Print Media

213

(1)

Newspapers

214

(6)

The Structure of the Newspaper Industry

214

(3)

Types of Newspaper Advertising

217

(1)

Newspaper Readership

218

(1)

The Advantages and Disadvantages of Advertising in Newspapers

219

(1)

The Future of the Newspaper Industry

220

(1)

Magazines

220

(6)

Types of Magazines

221

(2)

Distribution and Circulation

223

(1)

Magazine Advertising

223

(1)

Magazine Readership Measurement

224

(1)

Advantages and Disadvantages of Advertising in Magazines

225

(1)

The Future of Magazine Advertising

226

(1)

Packaging

226

(1)

Out-of-Home Advertising

227

(6)

Outdoor Advertising

227

(3)

On-Premise Signs

230

(1)

Posters

230

(1)

Transit Advertising

231

(2)

Directory Advertising

233

(2)

Using Print Advertising

235

(6)

A Matter of Practice: International Truck Delivers the Goods

222

(10)

The Inside Story: Kellogg's Special K 2-Week Challenge

232

(3)

It's a Wrap: iPod® Dances to Tunes

235

(1)

Summary

236

(1)

Key Terms

236

(1)

Review Questions

237

(1)

Discussion Questions

237

(1)

Class Projects

237

(1)

Hands-On: Next Month's Issue: Credibility

238

(3)

Broadcast Media

241

(28)

A Drugstore Goes Online

241

(2)

Broadcast Media

243

(1)

Radio

243

(6)

The Structure of the Radio Industry

243

(1)

Radio Advertising

244

(2)

The Radio Audience

246

(2)

Advantages and Disadvantages of Advertising on Radio

248

(1)

Using Radio Effectively

249

(1)

Trends in Radio/Audio Advertising

249

(1)

Television

249

(13)

Structure of the Television Industry

250

(5)

Television Advertising

255

(2)

The Television Audience

257

(2)

Advantages of Advertising on Television

259

(1)

Disadvantages of Television Advertising

259

(2)

Changes and Trends in Broadcast Television

261

(1)

Film and Video

262

(1)

Advantages and Disadvantages of Movie Advertising

262

(1)

Product Placement

263

(1)

Advantages and Disadvantages of Product Placements

263

(1)

Using Broadcast Advertising Effectively

263

(6)

A Matter of Practice: Starbucks Makes TV Less Intrusive

256

(4)

The Inside Story: Selling a Political Party with Humor

260

(4)

It's a Wrap: Using TV to Demonstrate Convenience

264

(1)

Summary

265

(1)

Key Terms

265

(1)

Review Questions

265

(1)

Discussion Questions

266

(1)

Class Projects

266

(1)

Hands-On: Will Radio Listeners Finally Get Sirius with Howard Stern?

266

(3)

Interactive and Alternative Media

269

(22)

eBay Reinvents the Marketplace

269

(2)

Interactive Media

271

(1)

The Internet

271

(5)

E-Business and Marketing Communication

271

(3)

The Internet and Marketing Communication

274

(2)

Internet Advertising

276

(5)

Purpose of Internet Advertising

277

(1)

Types of Internet Advertising

277

(1)

Off-line Advertising for Web Sites

278

(1)

The Internet Audience

278

(1)

Advantages and Disadvantages of Internet Advertising

279

(1)

The Web in International Advertising

280

(1)

Changes and Trends in Internet Advertising

280

(1)

E-Mail Advertising

281

(1)

Spam

281

(1)

Viral Marketing

282

(1)

Alternative and New Media

282

(9)

Advertainment

282

(1)

New Internet Practices

283

(1)

Video Games

284

(1)

Wireless Communication

284

(1)

Nonelectronic New Media

285

(1)

Guerilla Marketing

285

The Inside Story: Entertaining the User Through Web Site Redesign

272

(1)

A Matter of Principle: Cookies and G-Mail

273

(13)

It's a Wrap: eBay Rewrites the Rules for e-Marketers

286

(1)

Summary

287

(1)

Key Terms

287

(1)

Review Questions

287

(1)

Discussion Questions

287

(1)

Class Projects

288

(1)

Hands-On: BMW Knows the ABC's of C to B

288

(3)

Media Planning and Buying

291

(34)

Archipelago Rings the Bell

291

(2)

Media Planning and Buying

293

(1)

The Aperture Concept

293

(1)

The Media Plan

293

(4)

Media Research: Information Sources

293

(4)

Media Objectives

297

(3)

Exposure and GRPs

297

(1)

The Reach Objective

298

(1)

The Frequency Objective

299

(1)

Effective Frequency

300

(1)

Media Strategies

300

(10)

Delivering on the Objectives

300

(1)

Target Audience Strategies

301

(2)

Media Mix Selection

303

(2)

Cost Efficiency: CPM and CPP

305

(1)

Scheduling Strategies

306

(2)

The Media Budget

308

(1)

Global Media Planning

308

(2)

A Sample Media Plan for Pizza Hut

310

(3)

Situation and Consumer Analysis

310

(1)

Media Objectives and Aperture Strategies

310

(1)

The Media Mix

310

(2)

The Flowchart: Scheduling and Budgeting Allocation

312

(1)

Media Buying

313

(3)

Media Buying Specifics

313

(3)

Global Media Buying

316

(1)

Media Planning Changes and Challenges

316

(9)

Unbundling Media Buying and Planning

316

(1)

Online Media Buying

317

(1)

New Forms of Media Research Needed

317

A Matter of Practice: Polaroid Zones In

302

(7)

The Inside Story: The Reality of Budget Cuts

309

(8)

It's a Wrap: The Open Show Opens the Door for Archipelago

317

(1)

Summary

318

(1)

Key Terms

318

(1)

Review Questions

318

(1)

Discussion Questions

319

(1)

Class Projects

319

(1)

Hands-On: P&G Puts the Medium Before the Message

319

(2)

Part-Ending Case Chick-fil-A: Effective Advertising Media

321

(4)

PART IV EFFECTIVE ADVERTISING MESSAGES

The Creative Side and Message Strategy

325

(30)

MSN Takes Wing

325

(2)

The Art and Science of Creative Advertising

327

(7)

The ROI of Effective Advertising

327

(3)

Creative Thinking

330

(2)

The Creative Process: How to Get on Idea

332

(2)

Creative Strategy

334

(2)

Message Objectives

334

(1)

Head and Heart Strategies

334

(2)

Facets of Creative Strategy

336

(9)

Messages That Drive Perception

336

(2)

Messages That Drive Cognition

338

(2)

Messages That Touch Emotions

340

(1)

Messages That Persuade

340

(2)

Messages That Transform a Product into a Brand

342

(2)

Messages That Drive Action

344

(1)

Message Approaches

344

(1)

Delivering on the Objectives and Strategies

345

(1)

Planning and Managing Creative Strategy

345

(10)

The Creative Brief

345

(2)

Message Execution

347

(1)

Managing the Global Creative Strategy

348

(1)

The Go/No-Go Decision

349

The Inside Story: How Does a Quintessentially American Brand Introduce Itself on Espanol?

343

(6)

A Matter of Principle: Finding a Universal Truth About Cats

349

(1)

It's a Wrap: MSN's Butterfly Emerges as a Winning Big Idea

350

(1)

Summary

351

(1)

Key Terms

351

(1)

Review Questions

351

(1)

Discussion Questions

352

(1)

Class Projects

352

(1)

Hands-On: How Do You Put a Price on Great Creative? Ask McCann-Erickson

353

(2)

Copy writing

355

(30)

Frontier's Tales About Tails

355

(2)

Copywriting: The Language of Advertising

357

(3)

The Copywriter

357

(1)

Advertising Writing Style

358

(2)

Copywriting for Print

360

(7)

How to Write Headlines

360

(3)

How to Write Other Display Copy

363

(1)

How to Write Body Copy

364

(1)

Print Media Requirements

365

(2)

How to Write Radio Copy

367

(2)

The Tools of Radio Copywriting

368

(1)

The Practice of Radio Copywriting

369

(1)

Planning the Radio Commercial: Scripts

369

(1)

How to Write Television Copy

369

(9)

Tools of Television Copywriting

374

(2)

Planning the TV Commercial

376

(2)

Writing for the Web

378

(2)

Banners

378

(2)

Web Ads

380

(1)

Other Web Formats

380

(1)

Copywriting in a Global Environment

380

(5)

The Inside Story: Selling Newspaper Classifieds on the Radio

370

(5)

A Matter of Practice: ``Hello, London Calling with a Jaguar Just for You.''

375

(4)

A Matter of Principle: The Ocean Speaks

379

(2)

It's a Wrap: Talking Animals on the Tarmac

381

(1)

Summary

381

(1)

Key Terms

382

(1)

Review Questions

382

(1)

Discussion Questions

382

(1)

Class Projects

383

(1)

Hands-On: Beautiful Just the Way You Are, Finds Ogilvy

383

(2)

Design and Production

385

(36)

The Work of a Lifetime

385

(1)

Visual Communication

386

(3)

Visual Impact

387

(1)

The Art Director

387

(2)

Print Art Direction

389

(10)

Illustrations and Photos

389

(1)

Color in Print

390

(1)

Typography

391

(3)

Layout and Design

394

(5)

Print Production

399

(5)

Print Media Requirements

399

(1)

Art Reproduction

400

(4)

Television Art Direction

404

(3)

Video Graphics

405

(1)

TV and Film Requirements

406

(1)

Broadcast Production

407

(5)

Producing TV Commercials

407

(1)

The TV Production Process

408

(4)

Effective Web Design

412

(9)

Action and Interaction

413

A Matter of Practice: Kitty Slickers and Cat Herders

404

(7)

A Matter of Principle: Honda ``Cog'' Gets It Right, But Not the First Time

411

(2)

The Inside Story: The Best and Worst of Site Design

413

(1)

It's a Wrap: Imagine a Legendary Lifestyle

414

(1)

Summary

414

(1)

Key Terms

415

(1)

Review Questions

415

(1)

Discussion Questions

416

(1)

Class Projects

416

(1)

Hands-On: The Future Definition of Advertising

417

(1)

Part-Ending Case Chick-fil-A: Effective Advertising Messages

418

(3)

PART V INTEGRATION AND EVALUATION

Direct Response

421

(30)

What's Holding You Back from a Harley?

421

(2)

The Practice of Direct Marketing

423

(5)

Advantages and Disadvantages of Direct Marketing

424

(1)

Direct Marketing and Direct-response Advertising

424

(4)

Database Marketing

428

(4)

Lists

429

(1)

Data-driven Communication

430

(2)

Customer Relationship Management (CRM)

432

(1)

The Key Players

432

(3)

The Advertisers

432

(1)

The Agencies

433

(1)

The Media Companies

433

(1)

The Customers

433

(2)

The Tools of Direct Marketing

435

(8)

Direct Mail

435

(2)

Catalogs

437

(1)

Telemarketing

438

(2)

Direct-response Advertising

440

(2)

The Internet and Direct Response

442

(1)

Integrated Direct Marketing

443

(8)

Linking the Channels

444

(1)

Creating Loyalty

444

(1)

Global Considerations in Direct Marketing

445

A Matter of Principle: The Principles of Data-driven Relationships

431

(3)

The Inside Story: Shaping the World of Miss Hall's School

434

(7)

A Matter of Practice: GEICO Delivers a ``Good News'' Story

441

(4)

It's a Wrap: Living the Harley Dream

445

(1)

Summary

446

(1)

Key Terms

446

(1)

Review Questions

447

(1)

Discussion Questions

447

(1)

Class Projects

447

(1)

Hands-On: I Won't Be Calling, But Let's Talk: Telemarketers Respond to the Do-Not-Call Registry

448

(3)

Sales Promotion, Events, and Sponsorships

451

(24)

History's Lost and Found Auction Block

451

(2)

The Practice of Sales Promotion

453

(2)

Changes in the Promotion Industry

453

(1)

Reasons for the Growth of Sales Promotion

454

(1)

Categories of Sales Promotion

455

(1)

Consumer Promotions

455

(6)

Types of Consumer Promotions

455

(3)

How to Use Consumer Promotions

458

(3)

Trade Promotions

461

(3)

Types of Trade Promotion

461

(1)

How to Use Trade Promotion

462

(2)

Promotions that Cross the Lines

464

(3)

Sponsorships and Event Marketing

464

(1)

Other Promotional Support

465

(1)

Interactive and Internet Promotions

465

(1)

Loyalty Programs

466

(1)

Partnership Programs

466

(1)

Promotion Strategy

467

(8)

Promotion Objectives

468

(1)

The Issue of Brand Building

468

(1)

Promotion Integration

469

(1)

Promotion Effectiveness

470

A Matter of Practice: Brown Sugar and Honey: I Love Those Links!

457

(2)

The Inside Story: The Phaeton Test Drive Program at W Hotels™

459

(12)

It's a Wrap: History Channel Finds a Winning Promotion Idea

471

(1)

Summary

471

(1)

Key Terms

472

(1)

Review Questions

472

(1)

Discussion Questions

472

(1)

Class Projects

472

(1)

Hands-On: Upromise Uses Values Marketing to Pay for College

473

(2)

Public Relations

475

(28)

Kids Are Hungry. Believe It!

475

(2)

The Practice of Public Relations

477

(6)

Public Opinion

478

(1)

Reputation: Goodwill, Trust, and Integrity

478

(1)

Comparing Public Relations and Advertising

478

(2)

Types of Public Relations Programs

480

(3)

Public Relations Planning

483

(4)

Research and SWOT Analysis

483

(1)

Targeting

484

(1)

Objectives and Strategies

484

(2)

The Big Idea

486

(1)

PR's Role in IMC

486

(1)

Public Relations Tools

487

(10)

Advertising

487

(2)

Publicity

489

(3)

Publications

492

(1)

Videos/DVDs, CDs, and Books

493

(1)

Speakers and Photos

493

(1)

Displays and Exhibits

493

(1)

Special Events and Tours

493

(3)

Online Communication

496

(1)

Effectiveness and Prexcellence

497

(6)

Excellence in Public Relations

498

A Matter of Practice: ``I Love Smoke-Free NYC''

479

(16)

The Inside Story: The Spokane Stampede: A Sales Mission to Calgary

495

(4)

It's a Wrap: P&G Works Globally

499

(1)

Summary

499

(1)

Key Terms

500

(1)

Review Questions

500

(1)

Discussion Questions

500

(1)

Class Projects

500

(1)

Hands-On: Oprah Helps People Live Their Wildest Dreams, with Some Help from Pontiac

501

(2)

Special Advertising Situations

503

(28)

Novell Speaks Your Language

503

(1)

Retail Advertising

504

(6)

Retail Advertising Strategies

505

(2)

Creating the Retail Ad

507

(2)

The Media of Retail Advertising

509

(1)

Business-to-Business Advertising

510

(5)

Types of Business-to-Business Advertising

510

(3)

Buying Behavior

513

(1)

Creating B2B Advertising

513

(1)

Advertising Media

514

(1)

Nonprofit or Social Marketing

515

(3)

Cause and Mission Marketing

516

(1)

Nonprofit Marketing

516

(2)

International Advertising and Marketing Communication

518

(13)

Stages of Market Development

518

(1)

The Global Versus Local Debate

519

(2)

Planning Global Marketing Communication Programs

521

(2)

Planning a Global Advertising Strategy

523

(2)

The IMC Factor in Global Advertising

525

A Matter of Practice: Fred Makes the IT Manager a Hero

511

(6)

A Matter of Principle: The Great American Bake Sale Cooks Up Donations

517

(7)

The Inside Story: The ``Mr. Contac'' Campaign in Japan: A Case Study

524

(3)

It's a Wrap: Giving Voice to the Bottom Line

527

(1)

Summary

527

(1)

Key Terms

528

(1)

Review Questions

528

(1)

Discussion Questions

528

(1)

Class Projects

529

(1)

Hands-On: A New Alliance Turns Google Yellow

529

(2)

Evaluation of Effectiveness

531

(26)

Changing Perceptions from the Mailroom to the Board Room

531

(2)

Evaluating Effectiveness

533

(2)

Types and Stages of Evaluation

533

(1)

Factors to Be Evaluated

534

(1)

Copy-testing Services

534

(1)

Stages of Copy Testing

535

(7)

Message Development Research

536

(1)

During Execution: Concurrent Testing

537

(3)

Posttesting: After Execution Research

540

(2)

Media Evaluation

542

(2)

Evaluating Audience Exposure

542

(1)

Advertising ROI and Media Efficiency

543

(1)

Campaign and IMC Evaluation

544

(13)

Marketing Communication Evaluation

544

(4)

IMC Consistency

548

(1)

Special Advertising Situations

548

The Inside Story: Volvo Road Tests the ``Starting a Family'' Campaign

536

(2)

A Matter of Practice: Research Finds Moments of Truth for IBM

538

(12)

It's a Wrap: What Can Brown Do for You?

550

(1)

Summary

551

(1)

Key Terms

551

(1)

Review Questions

551

(1)

Discussion Questions

551

(1)

Class Projects

552

(1)

Hands-On: Lovin' It at McDonald's Again

552

(2)

Part-Ending Case Chick-fil-A: Integration and Evaluation

554

(3)

Glossary

557

(14)

Credits

571

(4)

Notes

575

(6)

Index

581

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Advertising : Principles and Practice

Advertising : Principles and Practice

9780131465602

0131465600

Summary

Table of Contents

Supplemental Materials

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Amazon no longer offers textbook rentals. We do!

Advertising : Principles and Practice

Advertising : Principles and Practice

9780131465602

0131465600

Summary

Table of Contents

Supplemental Materials

Write a Review

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