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Advertising

by: Wells, William; Burnett, John; Moriarty, Sandra E.

Advertising

by: Wells, William; Burnett, John; Moriarty, Sandra E.

ISBN 13:
9780130835710
ISBN 10:
0130835714
Edition: 5th
Format: Hardcover
Copyright: 12/01/1999
Publisher: Prentice Hall
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Summary

The theme of "advertising effectiveness" has been reinforced in this creative highly readable book through Effies-oriented vignettes, best practices boxes, ethics boxes, "Inside Story" boxes and practical tips. Hands-on EOC material and video cases featuring a hot NYC ad agency reinforce the real-world/industry perspective. A campaign example and media-buying simulation are new.

About the Author

xvii

Preface

xviii

Part I Advertising Foundations and Environment

Introduction to Advertising

(29)

Setting ``Sale'' on the Titanic

(1)

What Makes an Ad Great?

(3)

Characteristics of Great Ads,

(3)

The World of Advertising

(6)

Defining Advertising,

(1)

Types of Advertising,

(2)

Roles of Advertising,

(3)

Functions of Advertising,

(1)

The Five Players of Advertising

(2)

The Advertiser,

(1)

The Advertising Agency,

(1)

The Media,

(1)

Vendors,

(1)

The Target Audience,

(1)

The Evolution of Advertising

(8)

The Age of Print,

(1)

The Industrial Revolution and Emergence of Consumer Society,

(1)

Modern Advertising: Agencies, Science, and Creativity,

(5)

Current Advertising Issues

(2)

Interactive Advertising,

(1)

Integrated Marketing Communication,

(1)

Globalization,

(1)

Niche Marketing,

(1)

Consumer Power, Relationship Marketing, and Customization,

(1)

It's a Wrap: Advertising and Titanic

(1)

Summary

(2)

Hands-on Case: Long-Distance Rivals Slug it out

(3)

Advertising and Society: Ethics, Regulation, and Social Responsibility

(32)

Pin on a Pink Ribbon

(1)

Advertising and Society

(4)

Ethical Criteria,

(2)

The problem of Being Ethical

(2)

Ethical Issue in Advertising

(8)

Puffery

(1)

Taste and Advertising

(3)

Stereotyping in Advertising

(2)

Advertising to Children

(1)

Advertising Controversial Products

(1)

Subliminal Advertising

(1)

Advertising's Legal and Regulatory Environment

(1)

Federal Case Law Affecting Advertising

(2)

First Amendment Case Law

(1)

Privacy Case Law Developments: Online Advertising

(1)

Advertising and the Federal Trade Commission

(7)

Deception

(1)

Reasonable Basis for Making a Claim

(1)

Comparative Advertising

(1)

Endorsements

(1)

Demonstrations

(1)

FTC Deceptive and Unfair Advertising Remedies

(3)

Advertising and Other Regulatory Agencies

(1)

Food and Drug Administration

(1)

Federal Communication Commission

(1)

Additional Federal Regulatory Agencies

(1)

Social Responsibility and Self-Regulation

(3)

Self-Discipline

(1)

Pure Self-Regulation and Co-Opted Self-Regulation

(1)

Local Regulation

(1)

Media Regulation and Advertising

(1)

It's a Wrap: The Connecticut Breast Cancer Campaign

(1)

Summary

(2)

Hands-On Case: Keeping Things Private on the Web

(4)

Advertising and the Marketing Process

(28)

Melting Trade Resistance at Prestone

(1)

What is Marketing?

(1)

The Marketing Plan

(4)

Advertising's Role in the Marketing Plan

(1)

Types of Markets

(1)

Approaching the Market

(2)

The Marketing Concept and Relationship Marketing

(1)

The Four Tools of Marketing

(9)

Product

(3)

Channel of Distribution

(2)

Pricing

(3)

Ad Agencies: Combining Marketing and Advertising

(6)

Why Hire an Agency?

(1)

Types of Agencies

(1)

How Agencies are Organized

(2)

How Agencies are Paid

(1)

The effect of Technological Changes on Agencies

(1)

It's a Wrap: Melting Trade Resistance at Prestone

(1)

Summary

(1)

Hallmark Build-A-Campaign Projects

(4)

Video Case: Mad Dogs & Englishmen

(3)

Part II Advertising Background, Planning, and Strategy

The Consumer Audience

(28)

Caught in the Net: Southwestern Bell's Second-Line Campaign

(1)

Consumer Behavior

(2)

The Consumer Audience

(1)

The Target Market

(1)

Social and Cultural Influences on Consumers

(10)

Culture

(2)

Social Class

(1)

Reference Groups

(1)

Family

(1)

Demographics

(5)

Geographic Location

101

(1)

Psychological Influences on Consumers

102

(10)

Perception

102

(2)

Learning

104

(2)

Motivation and Needs

106

(1)

Attitudes

107

(2)

Personality

109

(1)

Combining all the Personal Factors: Psychographics

109

(3)

The Decision Process

112

(1)

Low-and High-Involvement Decision Processes

112

(1)

Steps in the Decision Process

112

(1)

It's a Wrap: Caught in the Net

113

(1)

Summary

114

(1)

Hallmark Build-A-Campaign Projects

115

(1)

Hands-On Case: Women and the Web

115

(2)

Account Planning and Research

117

(28)

United Rises to the Challenge

118

(1)

Research and Account Planning: The Quest for Intelligence and Insight

118

(1)

Strategic Research Versus Evaluative Research

119

(6)

Strategic Research

119

(2)

Primary Research Suppliers

121

(1)

Advertisers' Research Departments and the Shift to Account Planning

122

(2)

Who Organizes the Facts?

124

(1)

The Strategy Document

125

(3)

Marketing Objective

125

(1)

The Product

125

(1)

The Target Audience

125

(1)

Promise and Support

126

(1)

Brand Personality

126

(1)

Strategy Statement

127

(1)

Message Development Research

128

(3)

Diagnostic Research and Early Feedback

128

(3)

Communication Tests

131

(1)

Evaluative Research

131

(8)

Memory Tests

132

(1)

Persuasion Tests

133

(1)

Direct-Response Counts

134

(1)

Communication Tests

134

(2)

Frame-by-Frame Tests

136

(1)

In-Market Tests

136

(1)

Substitutes for In-Market Tests

136

(1)

Brand Tracking

137

(1)

Implications of Evaluative Research

138

(1)

Research Challenges

139

(1)

Globalization

139

(1)

New Media Technology

139

(1)

Virtual Research

139

(1)

It's a Wrap: Rising to the Challenge

140

(1)

Summary

141

(1)

Hallmark Build-A-Campaign Projects

142

(1)

Hands-On Case: Research on the Hog

143

(2)

How Advertising Works

145

(24)

Keeping Your Cool with the ``Dual Cool'' Maytag Refrigerator

146

(1)

Advertising's Impact

146

(5)

The External Environment of the Advertising Process

147

(1)

The Internal Environment of the Advertising Process

147

(4)

The Psychology of Advertising: Message Reception

151

(12)

Perception: Creating Stopping Power

151

(2)

Awareness: Making an Impression

153

(3)

Understanding: Making it Clear

156

(1)

Persuasion: Attitude Change and Trial

157

(3)

Memorability: Locking Power

160

(3)

How Brands Work

163

(2)

Brand Image

163

(1)

Promise

164

(1)

Building a Brand's Equity

164

(1)

Creativity or Content?

165

(1)

It's a Wrap: The Maytag ``Dual Cool'' Campaign

166

(1)

Summary

166

(1)

Hallmark Build-A-Campaign Projects

167

(1)

Hands-On Case: Cheerios: A Heart-to-Heart Conversation

168

(1)

Advertising Planning and Strategy

169

(24)

How `Bout That Weather?

170

(1)

Strategic Planning

170

(4)

Strategic Planning: Making Intelligent Decisions

170

(2)

Planning Documents

172

(1)

The Business Plan

172

(2)

The Marketing Plan

174

(3)

Marketing Objectives

174

(1)

Marketing Problems and Opportunities

174

(1)

Selecting Target Markets

175

(1)

Marketing Strategies

175

(1)

Executing Plans

176

(1)

Evaluating Plans

176

(1)

The Advertising Plan

177

(7)

Introduction

177

(1)

Situation Analysis

177

(1)

Advertising Strategy Decisions

178

(4)

Implementation

182

(1)

Evaluation

182

(1)

The Advertising Budget

183

(1)

The Creative Plan and Copy Strategy

184

(4)

Message Strategies

185

(1)

Selling Premises

186

(2)

It's a Wrap: The Weather Channel Gets Passionate

188

(1)

Summary

188

(1)

Hallmark Build-A-Campaign Projects

189

(1)

Video Case: Mad Dogs & Englishmen

190

(3)

Part III Advertising Media

Media Planning and Buying

193

(32)

Banking on Local Firepower: Columbia Bank

194

(1)

How Media Planning Fits in the Advertising Process

194

(3)

Media Consolidation: A New Perspective

195

(1)

The Aperture Concept in Media Planning

196

(1)

Media Planning Information Sources

197

(1)

Setting Media Objectives

197

(3)

Finding Target Audiences in Media Opportunities

197

(1)

Sales Geography

198

(1)

Timing

198

(1)

Duration: How Long to Advertise?

198

(2)

Developing Media Strategies

200

(4)

Target Audience Strategies: New Technology of Measurement

200

(1)

Geographic Strategies: Allocating Media Weight

201

(2)

Timing and Duration Strategies

203

(1)

Size Strategies

204

(1)

Media Selection Procedures

204

(6)

Audience Measures Used in Media Planning

204

(2)

Reach and Media Planning

206

(1)

Frequency and Media Planning

207

(1)

Combining Reach and Frequency Goals

208

(1)

Cost Efficiency as a Planning Dimension

209

(1)

Selecting and Buying Acceptable Media

210

(1)

Media Buying Functions

210

(2)

Providing Inside Information to the Media Planner

211

(1)

Selecting Media Vehicles

211

(1)

Negotiating Media Prices

211

(1)

Monitoring Vehicle Performance

211

(1)

Postcampaign Analysis

212

(1)

Media Buyers' Special Skills

212

(3)

Negotiation: The Art of a Buyer

212

(2)

Maintaining Plan Performance

214

(1)

Global Media Buying

215

(3)

Staging a Media Plan

216

(1)

Background and Situation Analysis

217

(1)

Media Objectives and Aperture Opportunities

217

(1)

Strategy: Selection of Media

218

(2)

The Flow Chart: Scheduling and Budgeting Allocation

219

(1)

It's a Wrap: Banking on Local Firepower

220

(1)

Summary

220

(2)

Hallmark Build-A-Campaign Projects

222

(1)

Hands-On Case: Pizza Hut Gains an Edge

222

(3)

Print Media

225

(30)

Sears and the Appliance Repair Nightmare

226

(1)

Print Media

226

(1)

Newspapers

227

(9)

The Structure of Newspapers

228

(2)

Newspaper Readers

230

(1)

Measuring the Newspaper Audience

230

(1)

Advertising in Markets

231

(2)

The Advantages of Newspapers

233

(1)

The Disadvantages of Newspapers

234

(1)

Changes in the Newspaper Industry

234

(2)

Magazines

236

(6)

Types of Magazines

237

(2)

Measuring Magazine Readership

239

(1)

Advertising in Magazines

239

(1)

The Advantages of Magazines

240

(1)

The Disadvantages of Magazines

241

(1)

Changes in the Magazine Industry: Online Technology

242

(1)

Out-of-Home Advertising

242

(4)

Outdoor Advertising

243

(1)

Buying Outdoor Space

243

(2)

The Audience

245

(1)

Transit Advertising

246

(1)

The Transit Audience

246

(1)

Amazon no longer offers textbook rentals. We do!

Advertising

Advertising

9780130835710

0130835714

Summary

Author Biography

Table of Contents

Supplemental Materials

Write a Review

Amazon no longer offers textbook rentals. We do!

Advertising

Advertising

9780130835710

0130835714

Summary

Author Biography

Table of Contents

Supplemental Materials

Write a Review

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