Online Instructor Manual (login required) Creative Brief Form (Figure 8.1) (pdf file) Students of advertising and marketing management learn many concepts and theories in their foundational courses, but real-world experiences are invaluable to understanding the decision-making process. Cases in Advertising and Marketing Management offers students the opportunity to apply what they have learned in previous courses to realistic situations from the business world. The authors, a professor of advertising and an advertising agency executive, draw on their practical experiences with everyday challenges—ranging from budgets, electronic marketing, IMC, and account strategy to agency politics, overdue client payments, and ethical dilemmas. Each of the forty cases focuses on a contemporary problem or issue for students to identify and analyze, followed by discussion questions to help them work through the case toward a reasonable solution. The final chapters review important themes from the cases and look at several types of advertising and marketing positions often found in agencies or companies. Appropriate for upper-level or capstone courses in advertising and marketing management, this provocative, highly readable text provides students with insight into the situations they will face in their future careers and helps them develop valuable skills for solving problems and making sound decisions.
With a solid blend of theory and in-the-trenches practice, the cases in this book can both augment the principles course and help upper-level management students begin to grapple with the tough decisions that have to be made in business. Applegate and Johnsen have compiled a collection of cases addressing many of the key issues in today's advertising marketplace.
Robert L. Gustafson
In this case, one advertising professor coupled with one agency executive equals ONE BIG IDEA for a case studies textbook in advertising and marketing management. The forty cases and the manner in which they are written make this book virtually timeless and well-worth adopting for upper level classes that stress critical thinking and analytical skill development.
Edd Applegate is professor of advertising at Middle Tennessee State University. He has written several books, including Strategic Copywriting: How to Create Effective Advertising. Art Johnsen is managing partner at Locomotion Creative in Nashville, Tennessee, which he co-founded in 1998. He received his M.B.A. from the University of Virginia.
Chapter 1 Foreword Chapter 2 Introduction Part 3 Part I: The Business of Advertising and Marketing Chapter 4 Case 1: Smith Services, LLC: When a Client Doesn't Pay on Time Chapter 5 Case 2: 2 Guys and a Girl, LLC: Intellectual Property Law and Other Legal Matter Chapter 6 Case 3: Harrison Advertising: Growth Strategies Chapter 7 Case 4: The Koch Brewing Company Chapter 8 Case 5: International Marketing and Swanson Cosmetics Chapter 9 Case 6: Pricing and the Model C100 Chapter 10 Case 7: PEST, SWOT, and the Crafts Company Part 11 Part II: The Consumer Chapter 12 Case 8: McNair & Company: Effective Positioning: The Role of a Smart Creative Brief Chapter 13 Case 9: Consumer Buying Behavior and the Plumber Clothing Company Chapter 14 Case 10: Segmenting, Targeting, Positioning (STP) and Here's To Your Health Frozen Dinners Chapter 15 Case 11: B-to-B Marketing and the Venus 4Y Chapter 16 Case 12: Distribution Decisions and the Lawson Furniture Company Chapter 17 Case 13: AA Motorcycles: Using Sales Promotions Chapter 18 Case 14: Juan Ortiz Photography Part 19 Part III: The Client Chapter 20 Case 15: Marshall Company's New Integrated Marketing Communications Campaign Chapter 21 Case 16: Objectives, Strategies, Tactics, and the Bogie II Chapter 22 Case 17: Bank of Ayden: Advertising Management in a Small Market Chapter 23 Case 18: F. T. Beverages and Marketing Strategy Chapter 24 Case 19: Payroll Sure Acquires 2XPayday: What Name Should the New Company Keep Chapter 25 Case 20: Montana Cool: A Potential New Product Disaster Chapter 26 Case 21: Mickey's, Incorporated: The Client and Its Ad Agency Chapter 27 Case 22: Venus Motor Sales: Time to Change the Advertising? Chapter 28 Case 23: Neptune Aquatic Club: Marketing and Advertising for th NonProfit Organizations? Chapter 29 Case 24: Perkins Advertising: Will Ethics Be a Problem? Chapter 30 Case 25: Professional Advertising and Marilyn Bright, M.D. Chapter 31 Case 26: Benson Machine Company: Dealing with a Client's Large Ego Chapter 32 Case 27: E-Commerce and Pandora's Box Chapter 34 Case 28: Advertising a Recording Artist: Using Short Message Service (SMS) and Multimedia Messaging Service (MMS) Chapter 35 Case 29: The Communications Plan of the First National Bank of Kettering Chapter 36 Case 30: Teaching a Client about Advertising Design Part 37 Part IV: The Ad Agency Chapter 38 Case 31: Norman Surgical Supply Company, LLC: An Owner's Mindset Chapter 39 Case 32: Polk, Fales & Crumley Advertising: When an Ad Agency Becomes Stale Chapter 40 Case 33: P-O-P Advertising and the Taylor Advertising Agency Chapter 41 Case 34: West Greenville Convention and Visitors Bureau: How Badly Do You Want a New Account? Chapter 42 Case 35: Chantillon Champagne Chapter 43 Case 36: PizzaTown, Inc.: Media Planning and Budgeting Chapter 44 Case 37: The Design Circus: Employees Having an Affair Chapter 45 Case 38: Maria's Code of Ethics Chapter 46 Case 39: The Museum Board of the State of California: What If You Don't Like the Creative Product? Chapter 47 Case 40 Pete Boswell, Account Executive: Dealing with a Bad Boss Part 48 Part V: Summary Cases Chapter 49 About the Summary Cases Chapter 50 Case 41: The Tools of Advertising and Marketing Management Chapter 51 Case 42: The People in Advertising and Marketing Management Chapter 52 Case 43: The Programs Used in Advertising and Marketing Management Chapter 53 Case 44: Jobs at Advertising Agencies Chapter 54 Case 45: Jobs in Marketing Chapter 55 Index of Cases Chapter 55 Case 46: What Is the Future for Advertising and Marketing?