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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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Editorial Reviews

An updated, ad-dizzy text for the undergraduate or business school course making abundant use of bold graphics and advertising images and text from many different countries and media sources. Covering four major themes (process, planning, message preparation, and message placement), this text provides the client's and the agency's perspective on advertising practices, incorporating new technologies and media throughout. Annotation c. Book News, Inc., Portland, OR (
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Product Details

  • ISBN-13: 9780324006612
  • Publisher: Cengage Learning
  • Publication date: 7/28/1999
  • Series: Swc-Marketing Series
  • Edition description: Older Edition
  • Edition number: 2
  • Pages: 694
  • Product dimensions: 8.87 (w) x 11.21 (h) x 1.11 (d)

Table of Contents

Preface xx
Acknowledgments xxxv
Part 1 The Process: Advertising in Business and Society 1
1 Advertising as a Process 2
What Is Advertising? 6
Advertising as a Communication Process 11
Advertising as a Business Process 17
Advertising and Integrated Marketing Communications 32
Summary 33
Key Terms 34
Questions for Review and Critical Thinking 34
Experiential Exercises 35
Using the internet 35
2 The Structure of the Advertising Industry: Advertisers, Advertising Agencies, and Support Organizations 36
An Industry in Transition 39
The Scope of the Advertising Industry 40
The Structure of the Advertising Industry 41
Summary 61
Key Terms 61
Questions for Review and Critical Thinking 62
Experiential Exercises 62
Using the internet 63
3 The Evolution of Advertising 64
Fundamental Influences 66
Advertising in Practice 69
The Value of an Evolutionary Perspective 91
Summary 93
Key Terms 93
Questions for Review and Critical Thinking 94
Experiential Exercises 94
Using the internet 95
4 Social, Ethical, and Regulatory Aspects of Advertising 96
The Social Aspects of Advertising 98
The Ethical Aspects of Advertising 108
The Regulatory Aspects of Advertising 110
Summary 121
Key Terms 122
Questions for Review and Critical Thinking 122
Experiential Exercises 123
Using the internet 123
IMC Part I From Principles to Practice: A Comprehensive IMC Case 124
Background and Participants 124
What Is IMC? 124
Factors Contributing to IMC's Rising Prominence 125
Sounds Great ... So What's So Hard about IMC? 126
An Agency in Pursuit of Integrated Marketing Communication 128
A Client in Pursuit of Integrated Marketing Communication 131
Part 2 The Planning: Analyzing the Advertising Environment 134
5 Advertising and Consumer Behavior 136
Perspective One: The Consumer as Decision Maker 140
Perspective Two: The Consumer as Social Being 156
Summary 175
Key Terms 176
Questions for Review and Critical Thinking 176
Experiential Exercises 177
Using the internet 177
6 Market Segmentation, Positioning, and the Value Proposition 178
STP Marketing and the Evolution of Marketing Strategies 181
Identifying Target Segments 184
Prioritizing Target Segments 193
Formulating the Positioning Strategy 196
Capturing Your Strategy in a Value Proposition 203
Summary 205
Key Terms 206
Questions for Review and Critical Thinking 206
Experiential Exercises 207
Using the internet 207
7 Advertising Research 208
The Role of Research 211
Developmental Advertising Research 212
Fundamental Issues in Message Evaluation 218
Pretest Message Research 220
Posttest Message Tracking 225
Secondary Data 230
Summary 235
Key Terms 235
Questions for Review and Critical Thinking 236
Experiential Exercises 236
Using the internet 237
8 The Advertising Plan 238
The Advertising Plan and Its Marketing Context 244
The Role of the Advertising Agency in Advertising Planning 260
Summary 261
Key Terms 262
Questions for Review and Critical Thinking 262
Experiential Exercises 262
Using the internet 263
9 Advertising Planning: An International Perspective 264
The Pepsi Challenge in Brazil: Confronting a Global Brand 267
Overcoming Cultural Barriers 269
The Challenges in Executing Advertising Worldwide 276
Advertising Agencies around the World 282
Globalized versus Localized Campaigns 285
Summary 289
Key Terms 289
Questions for Review and Critical Thinking 290
Experiential Exercises 290
Using the internet 291
IMC PART II From Principles to Practice: A Comprehensive IMC Case 292
A Model for Planning Integrated Marketing Communications 293
Assessing CBW's Situation Prior to Launch 294
Pinpointing the Target Segment for Launch 297
Launch Strategy and the CBW Value Proposition 299
Objectives and Budget 300
The Mix of Persuasion Tools 300
Part 3 Preparing the Message 302
10 Creativity and Advertising 304
Creativity, Science, and Magic 307
Creativity across Domains 308
Advertising Agencies, the Creative Process, and the Product 315
Summary 325
Key Terms 326
Questions for Review and Critical Thinking 326
Experiential Exercises 327
Using the internet 327
11 Message Strategy: Objectives and Methods 328
Message Strategy 331
Summary 351
Key Terms 351
Questions for Review and Critical Thinking 352
Experiential Exercises 352
Using the internet 353
12 Copywriting 354
Copywriting and the Creative Plan 359
Copywriting for Print Advertising 361
Copywriting for Cyberspace 368
Copywriting for Broadcast Advertising 369
Slogans 380
Common Mistakes in Copywriting 381
The Copy Approval Process 382
Summary 384
Key Terms 384
Questions for Review and Critical Thinking 385
Experiential Exercises 385
Using the internet 385
13 Art Direction and Production 386
Illustration, Design, and Layout 388
Production in Print Advertising 401
Art Direction and Production in Cyberspace 404
Art Direction and Production in Television Advertising 406
Summary 423
Key Terms 424
Questions for Review and Critical Thinking 424
Experiential Exercises 425
Using the internet 425
IMC Part III From Principles to Practice: A Comprehensive IMC Case 426
Making Beautiful Music Together: Coordination, Collaboration, and Creativity 426
Teams as the Engine for Coordination, Collaboration, and Creativity in the Launch of Cincinnati Bell Wireless 429
Part 4 Placing the Message 434
14 Media Planning, Objectives, and Strategy 436
An Overview of the Major Media 438
The Media-Planning Process 441
Computer Media-Planning Models 457
Other Ongoing Challenges in the Media Environment 458
Summary 464
Key Terms 465
Questions for Review and Critical Thinking 465
Experiential Exercises 466
Using the internet 467
15 Media Evaluation: Print, Television, and Radio 468
The Importance and Process of Media Evaluation 471
Print Media Evaluation 471
Summary 501
Key Terms 502
Questions for Review and Critical Thinking 502
Experiential Exercises 503
Using the internet 503
16 Support Media, P-O-P Advertising, and Event Sponsorship 504
Traditional Support Media 507
Point-of-Purchase (P-O-P) Advertising 518
Event Sponsorship 519
The Coordination Challenge 525
Summary 527
Key Terms 527
Questions for Review and Critical Thinking 528
Experiential Exercises 528
Using the internet 529
17 Advertising on the Internet 530
An Overview of Cyberspace 532
Advertising and Marketing on the Internet 542
Establishing a Site on the World Wide Web 549
E-Commerce: Buying on the Web 559
Summary 562
Key Terms 563
Questions for Review and Critical Thinking 564
Experiential Exercises 564
Using the internet 565
18 Sales Promotion 566
Basic Forms of Sales Promotion 569
The Importance and Growth of Sales Promotion 569
Sales Promotion Directed at Consumers 573
Sales Promotion Directed at the Trade 582
The Risks of Sales Promotion 585
The Coordination Challenge--IMC and Sales Promotion 586
Summary 588
Key Terms 589
Questions for Review and Critical Thinking 589
Experiential Exercises 590
Using the internet 591
19 Direct Marketing 592
The Evolution of Direct Marketing 594
Database Marketing 602
Media Applications in Direct Marketing 608
The Coordination Challenge Revisited 614
Summary 615
Key Terms 615
Questions for Review and Critical Thinking 616
Experiential Exercises 616
Using the internet 617
20 Public Relations and Corporate Advertising 618
Public Relations 621
Corporate Advertising 631
Summary 637
Key Terms 637
Questions for Review and Critical Thinking 638
Experiential Exercises 638
Using the internet 639
IMC Part IV Cincinnati Bell: From Principles to Practice: A Comprehensive IMC Case 640
An Overview of the CBW Launch Campaign 640
Gauging the Impact of the CBW Launch Campaign 646
Appendix Web Site Addresses 649
Glossary 655
Name/Brand/Company Index 669
Subject Index 677
Credits 689
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