Advertising / Edition 2

Advertising / Edition 2

by Thomas C. O'Guinn, Thomas C. C'Guinn, Richard J. Semenik, Chris T. Allen
     
 

ISBN-10: 0324006616

ISBN-13: 9780324006612

Pub. Date: 07/28/1999

Publisher: Cengage Learning

Advertising delivers practical, real-world information on the advertising process with a lively writing style, hundreds of ads, examples, and applications, and the strongest focus on Internet, Integrated Marketing Communications, and new media available.

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Overview

Advertising delivers practical, real-world information on the advertising process with a lively writing style, hundreds of ads, examples, and applications, and the strongest focus on Internet, Integrated Marketing Communications, and new media available.

Product Details

ISBN-13:
9780324006612
Publisher:
Cengage Learning
Publication date:
07/28/1999
Series:
Swc-Marketing Series
Edition description:
Older Edition
Pages:
694
Product dimensions:
8.87(w) x 11.21(h) x 1.11(d)

Table of Contents

Prefacexx
Acknowledgmentsxxxv
Part 1The Process: Advertising in Business and Society1
1Advertising as a Process2
What Is Advertising?6
Advertising as a Communication Process11
Advertising as a Business Process17
Advertising and Integrated Marketing Communications32
Summary33
Key Terms34
Questions for Review and Critical Thinking34
Experiential Exercises35
Using the internet35
2The Structure of the Advertising Industry: Advertisers, Advertising Agencies, and Support Organizations36
An Industry in Transition39
The Scope of the Advertising Industry40
The Structure of the Advertising Industry41
Summary61
Key Terms61
Questions for Review and Critical Thinking62
Experiential Exercises62
Using the internet63
3The Evolution of Advertising64
Fundamental Influences66
Advertising in Practice69
The Value of an Evolutionary Perspective91
Summary93
Key Terms93
Questions for Review and Critical Thinking94
Experiential Exercises94
Using the internet95
4Social, Ethical, and Regulatory Aspects of Advertising96
The Social Aspects of Advertising98
The Ethical Aspects of Advertising108
The Regulatory Aspects of Advertising110
Summary121
Key Terms122
Questions for Review and Critical Thinking122
Experiential Exercises123
Using the internet123
IMC Part IFrom Principles to Practice: A Comprehensive IMC Case124
Background and Participants124
What Is IMC?124
Factors Contributing to IMC's Rising Prominence125
Sounds Great ... So What's So Hard about IMC?126
An Agency in Pursuit of Integrated Marketing Communication128
A Client in Pursuit of Integrated Marketing Communication131
Part 2The Planning: Analyzing the Advertising Environment134
5Advertising and Consumer Behavior136
Perspective One: The Consumer as Decision Maker140
Perspective Two: The Consumer as Social Being156
Summary175
Key Terms176
Questions for Review and Critical Thinking176
Experiential Exercises177
Using the internet177
6Market Segmentation, Positioning, and the Value Proposition178
STP Marketing and the Evolution of Marketing Strategies181
Identifying Target Segments184
Prioritizing Target Segments193
Formulating the Positioning Strategy196
Capturing Your Strategy in a Value Proposition203
Summary205
Key Terms206
Questions for Review and Critical Thinking206
Experiential Exercises207
Using the internet207
7Advertising Research208
The Role of Research211
Developmental Advertising Research212
Fundamental Issues in Message Evaluation218
Pretest Message Research220
Posttest Message Tracking225
Secondary Data230
Summary235
Key Terms235
Questions for Review and Critical Thinking236
Experiential Exercises236
Using the internet237
8The Advertising Plan238
The Advertising Plan and Its Marketing Context244
The Role of the Advertising Agency in Advertising Planning260
Summary261
Key Terms262
Questions for Review and Critical Thinking262
Experiential Exercises262
Using the internet263
9Advertising Planning: An International Perspective264
The Pepsi Challenge in Brazil: Confronting a Global Brand267
Overcoming Cultural Barriers269
The Challenges in Executing Advertising Worldwide276
Advertising Agencies around the World282
Globalized versus Localized Campaigns285
Summary289
Key Terms289
Questions for Review and Critical Thinking290
Experiential Exercises290
Using the internet291
IMC PART IIFrom Principles to Practice: A Comprehensive IMC Case292
A Model for Planning Integrated Marketing Communications293
Assessing CBW's Situation Prior to Launch294
Pinpointing the Target Segment for Launch297
Launch Strategy and the CBW Value Proposition299
Objectives and Budget300
The Mix of Persuasion Tools300
Part 3Preparing the Message302
10Creativity and Advertising304
Creativity, Science, and Magic307
Creativity across Domains308
Advertising Agencies, the Creative Process, and the Product315
Summary325
Key Terms326
Questions for Review and Critical Thinking326
Experiential Exercises327
Using the internet327
11Message Strategy: Objectives and Methods328
Message Strategy331
Summary351
Key Terms351
Questions for Review and Critical Thinking352
Experiential Exercises352
Using the internet353
12Copywriting354
Copywriting and the Creative Plan359
Copywriting for Print Advertising361
Copywriting for Cyberspace368
Copywriting for Broadcast Advertising369
Slogans380
Common Mistakes in Copywriting381
The Copy Approval Process382
Summary384
Key Terms384
Questions for Review and Critical Thinking385
Experiential Exercises385
Using the internet385
13Art Direction and Production386
Illustration, Design, and Layout388
Production in Print Advertising401
Art Direction and Production in Cyberspace404
Art Direction and Production in Television Advertising406
Summary423
Key Terms424
Questions for Review and Critical Thinking424
Experiential Exercises425
Using the internet425
IMC Part IIIFrom Principles to Practice: A Comprehensive IMC Case426
Making Beautiful Music Together: Coordination, Collaboration, and Creativity426
Teams as the Engine for Coordination, Collaboration, and Creativity in the Launch of Cincinnati Bell Wireless429
Part 4Placing the Message434
14Media Planning, Objectives, and Strategy436
An Overview of the Major Media438
The Media-Planning Process441
Computer Media-Planning Models457
Other Ongoing Challenges in the Media Environment458
Summary464
Key Terms465
Questions for Review and Critical Thinking465
Experiential Exercises466
Using the internet467
15Media Evaluation: Print, Television, and Radio468
The Importance and Process of Media Evaluation471
Print Media Evaluation471
Summary501
Key Terms502
Questions for Review and Critical Thinking502
Experiential Exercises503
Using the internet503
16Support Media, P-O-P Advertising, and Event Sponsorship504
Traditional Support Media507
Point-of-Purchase (P-O-P) Advertising518
Event Sponsorship519
The Coordination Challenge525
Summary527
Key Terms527
Questions for Review and Critical Thinking528
Experiential Exercises528
Using the internet529
17Advertising on the Internet530
An Overview of Cyberspace532
Advertising and Marketing on the Internet542
Establishing a Site on the World Wide Web549
E-Commerce: Buying on the Web559
Summary562
Key Terms563
Questions for Review and Critical Thinking564
Experiential Exercises564
Using the internet565
18Sales Promotion566
Basic Forms of Sales Promotion569
The Importance and Growth of Sales Promotion569
Sales Promotion Directed at Consumers573
Sales Promotion Directed at the Trade582
The Risks of Sales Promotion585
The Coordination Challenge--IMC and Sales Promotion586
Summary588
Key Terms589
Questions for Review and Critical Thinking589
Experiential Exercises590
Using the internet591
19Direct Marketing592
The Evolution of Direct Marketing594
Database Marketing602
Media Applications in Direct Marketing608
The Coordination Challenge Revisited614
Summary615
Key Terms615
Questions for Review and Critical Thinking616
Experiential Exercises616
Using the internet617
20Public Relations and Corporate Advertising618
Public Relations621
Corporate Advertising631
Summary637
Key Terms637
Questions for Review and Critical Thinking638
Experiential Exercises638
Using the internet639
IMC Part IVCincinnati Bell: From Principles to Practice: A Comprehensive IMC Case640
An Overview of the CBW Launch Campaign640
Gauging the Impact of the CBW Launch Campaign646
AppendixWeb Site Addresses649
Glossary655
Name/Brand/Company Index669
Subject Index677
Credits689

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