This authoritative and comprehensive handbook of successful advertising practices addresses such aspects of the business as: agency operation, creativity, media planning, operations and speciality advertising.
The distinguished contributors reflect a global mix of academic and professional backgrounds, and most chapters - complemented by a few adaptations of classic articles - have been specifically written for this volume. The result is a single 'knowledge bank' of theory and practice for advertising students and professionals.
|Edition description:||First Edition|
|Product dimensions:||6.00(w) x 9.00(h) x (d)|
About the Author
John Philip Jones entered academe in 1981 after a 25-year career in advertising with J. Walter Thompson in Europe, is a tenured Professor in the Newhouse School at Syracuse University, and was Chairman of the Advertising Department for seven years. He has published ten books on advertising and numerous journal articles, and his work has been translated into German, Spanish, Japanese, Korean, Chinese, Portuguese, Turkish and Arabic. In 1991, John Philip Jones was named by the American Advertising Federation as the Distinguished Advertising Educator of the Year. In the same year he became a member of the Council of Judges of the Advertising Hall of Fame. In 1994, he was elected a member of the National Advertising Review Board. In 1996, he received a major award from Cowles Business Media and the American Association of Advertising Agencies for leadership in the media field. There were two prize winners, the other being NBC Sports. He received the Telmar Award in 1997, for extending the concept of Short-Term Advertising Strength (STAS) from television to print media. In 2001, he received the Syracuse University Chancellor’s Citation for Exceptional Academic Achievement.
Table of Contents
Introduction - John Philip Jones The Advertising BusinessPART ONE: HOW AGENCIES OPERATEAgency Management - Eric Mower Some SecretsThe Account Executive in an Advertising Agency - Jay QuinnAccount Planning - Nicholas Staveley A British PerspectiveAccount Planning - Damian O'Malley An American PerspectiveThe Advertising Creative Process - Jeremy BullmoreThe Art Director - John L SellersBudgeting for Advertising and the Advertising-Intensiveness Curve - John Philip JonesAdvertising Media - Carla V Lloyd A Changing MarketplaceThe Media Buyer in the Advertising Agency - Debra L MerskinAdvertising Agency Compensation Systems - Rana S SaidNew Business Activity - Randall Rothenberg Account ReviewsThe Culture of an Advertising Agency - John Philip JonesPART TWO: CREATIVE ASPECTSStrategy in Advertising - John Philip JonesTelevision Advertising - Herbert E Krugman Learning without InvolvementHumor in Television Advertising - Jeremy Bullmore A Practitioner's ViewHumor in Television Advertising - Paula Pierce A Researcher's View Celebrities in Advertising - Abhilasha MehtaEmotion and Advertising - Esther ThorsonHierarchies of Effect - John Philip Jones Advertising TheoriesCognitive Dissonance and Selective Perception - Carri Brown, Betzi-Lynn Hanc and Nujchayada Pangsapa Their Relevance to AdvertisingThe Creative Characteristics of Successful Television Advertising - John Philip JonesComparative Advertising - Jan S SlaterThe Unique Selling Proposition and Usage-Pull - John Philip JonesTruth and Weasels - David OgilvyTelevision Production Costs - Jan S SlaterPART THREE: MEDIA ASPECTSMedia-Medium-Mediorum - Stephen P Phelps Media DefinitionsTelevision Advertising - Erwin Ephron Continuity Scheduling (Advertising without Gaps)What Does Effective Frequency Mean Today? - John Philip JonesBarter Syndication - Brian Philip WebsterCable Television - Jeremiah L Rosen, Laura A York and Aileen (Shih-I) KuPART FOUR: SALES PROMOTIONS AND SPECIALIST MEDIATrends in Promotions - John Philip JonesIntegrated Marketing Communications and How It Relates to Traditional Media Advertising - Don E SchultzIntegrated Marketing Communications in Practice - John DeightonA Roadmap to On-line Marketing Strategy - Rex BriggsDirect Marketing - Sidney C LiebensonDirect-Response Advertising - Emily Soell Creative PrinciplesPromotions and Advertising - John Philip Jones Comparison of EffectivenessSpecialty Advertising - William H BolenEvent Marketing - Shirley F Taylor and Peggy H CunninghamSports Advertising and the Super Bowl - Rick BurtonBusiness-to-Business Advertising - Beth E BarnesProduct Packaging - Jan S Slater The Silent SalesmanPublic Relations and Advertising - Ian R BrucePART FIVE: LEGISLATION AND ETHICSThe Supreme Court of the United States and the First Amendment Protection of Advertising - Jay B WrightEthics of Advertising - Peggy H Cunningham Oxymoron or Good Business Practice?