Advertising management:
Gespeichert in:
| Hauptverfasser: | , , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Englewood Cliffs, NJ
Prentice-Hall
1992
|
| Ausgabe: | 4. ed. |
| Schriftenreihe: | Prentice-Hall international series in management.
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | IX, 593 S. Ill., graph. Darst. |
| ISBN: | 0130141011 |
Internformat
MARC
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| 300 | |a IX, 593 S. |b Ill., graph. Darst. | ||
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| 650 | 4 | |a Advertising |x Management | |
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Datensatz im Suchindex
| _version_ | 1804122089294135296 |
|---|---|
| adam_text | CONTENTS
Preface xi
PART I INTRODUCTION
Chapter 1 The Field of Advertising Management 1
The Advertiser 3
Facilitating Institutions 8
Perspectives on Advertising 24
Summary 26
Discussion Questions 27
Notes 28
Chapter 2 Advertising Planning and Decision Making 31
Planning Framework 31
Situation Analysis 32
The Role of Advertising within the Marketing Program 36
The Communication/Persuasion Process 39
The Advertising Plan 42
Facilitating Agencies 46
Social and Legal Factors 47
Summary 47
Discussion Questions 48
Notes 49
Case Procter Gamble Co. (A) 50
iv Contents
PART II OBJECTIVE SETTING AND MARKET POSITIONING
Chapter 3 Setting Goals and Objectives 79
Function of Objectives 79
Behavioral Dynamics 83
Advertising Response Variables Intervening Between
Advertising and Action 89
Specifying the Target Segment 97
DAGMAR 97
A Communication Task 98
Summary 111
Discussion Questions 112
Notes 113
Appendix Additional Case Studies 113
Chapter 4 Segmentation and Positioning 116
Segmentation Strategy 117
Positioning Strategies 131
Determining the Positioning Strategy 139
Making The Positioning Decision 148
Summary 151
Discussion Questions 152
Notes 153
Cases Diagnostic Case 154
Suzuki Samurai 155
PART III MESSAGE STRATEGY
Chapter 5 * How Advertising Works: Some Research
Results 180
Research Stream One: Focus on Exposure, Salience, and
Familiarity 181
Research Stream Two: Low Involvement Learning 182
Research Stream Three: Central Versus Peripheral Routes to
Persuasion and the Elaboration Likelihood Model 184
Research Stream Four: The Cognitive Response Model and the
Relationship Between Recall and Persuasion 187
Summary 191
Contents v
Discussion Questions 192
Notes 193
Chapter 6 Changing Benefit Based Attitudes 196
Attitude Components and Measurement 197
Overall Attitude as an Objective 200
Importance of Attributes 203
Identifying Important Attributes 207
Multiattribute Attitude Models 213
Segmentation Using Attitude Structure 216
Summary 219
Discussion Questions 220
Notes 222
Chapter 7 Associating Feelings with the Brand 224
Modeling the Feeling Response to Advertising 225
Advertising that Transforms the Use Experience 229
Attitude Toward the Advertisement 232
The Role of Classical Conditioning 234
Feelings Experienced by Audience Members 237
What Affects the Intensity of Feelings? 243
When Are Feelings More Important? 244
Summary 245
Discussion Questions 248
Notes 249
Chapter 8 Developing Brand Personality 253
The Brand Personality 254
Why Is Brand Personality Important? 258
When Is Brand Personality More Important? 259
Implementing a Brand Personality Strategy 260
Summary 272
Discussion Questions 272
Notes 273
Chapter 9 Creating Social Norms 275
Nature of Reference Group Influences on Brand Choice 276
Factors Influencing the Degree of Group Influence 278
vi Contents
Informational Influence: Word Of Mouth and Diffusion
Processes 280
Normative Influence: How Ads Can Give Brands Cultural
Meaning 284
Summary 287
Discussion Questions 288
Notes 289
Chapter 10 Precipitating Action 291
Direct Marketing 292
Retail Advertising 297
Cooperative Advertising 298
Reminder Advertising 299
Industrial Marketing: Sales Leads 301
Social Demarketing 301
Sales Promotions 301
Summary 307
Discussion Questions 308
Notes 309
Cases Seven Up 310
Canada Packers: Tenderflake 311
PART IV MESSAGE TACTICS
Chapter 11 Attention and Communication 321
Attention 323
Interpretation 335
Summary 340
Discussion Questions 342
Notes 343
Chapter 12 Creative Approaches 346
Rational Creative Approaches 347
Emotional Creative Approaches 356
Using an Endorser 357
Distraction Effects 365
Summary 366
Discussion Questions 367
Notes 368
Contents vii
Chapter 13 The Art of Copywriting 370
The Creative Process: Coming up with an Idea 370
Types of Television Commercials 383
Creative Styles 385
David Ogilvy: The Brand Image 385
William Bernbach: Execution 388
Rosser Reeves: The USP 393
Leo Burnett: The Common Touch 394
Philip Dusenberry: Entertainment and Emotion 396
Lee Clow: Irreverence 399
Hal Riney: Small Town Warmth 400
Is Execution More Important than Content? 401
Summary 403
Discussion Questions 403
Notes 404
Chapter 14 Advertising Copy Testing 406
Copy Testing Strategy 406
Four Criteria Used in Copy Testing 408
Other Diagnostic Tests 418
Tracking Studies 421
Selecting Copy Tests 423
Summary 429
Discussion Questions 431
Notes 432
Appendix Notes On Four Copy Testing Services 435
Chapter 15 Production and Implementation 439
The Advertising Production Process 439
A Model of the Creation and Production Process 440
Production Stage 442
The Client Agency Relationship 451
Summary 455
Discussion Questions 456
Notes 456
Cases Perdue Foods 457
Levi Strauss Co. 463
viii Contents
PART V MEDIA STRATEGY AND TACTICS
Chapter 16 Media Strategy: Setting Media Budgets 468
Marginal Analysis 469
Budgeting Decision Rules 471
Market Experimentation and Budgeting 474
Regression Analysis for Budgeting 481
Studies of Optimal Repetition Frequency 484
Summary 490
Discussion Questions 491
Notes 492
Appendix A Model Of Adaptive Control 494
Chapter 17 Media Tactics: Allocating Media Budgets 498
Media Class Decisions 499
Media Vehicle Decisions 501
Media Option Decisions 516
Scheduling/Timing Decisions 519
The Media Plan for the Broiler 523
Summary 523
Discussion Questions 525
Notes 526
Case Pacific Telephone Telegraph Company 527
PART VI THE REGULATORY AND SOCIAL ENVIRONMENT
Chapter 18 Advertising Regulation 532
History of Federal Regulation of Advertising 533
What Is Deceptive Advertising 533
Determining Deception Using Advertising Research 538
Remedies 540
Competitor Lawsuits 542
Self Regulation 543
Summary 544
Discussion Questions 545
Notes 546
Contents ix
Chapter 19 Advertising and Society 549
A Structuring of the Issues 549
Nature and Content of Advertising 550
Effects on Values and Life Styles 558
Economic Effects of Advertising 561
Advertising and Competition 567
Summary 576
Discussion Questions 577
Notes 579
Index 583
|
| any_adam_object | 1 |
| author | Aaker, David A. 1938- Batra, Rajeev Myers, John G. |
| author_GND | (DE-588)123018641 (DE-588)121629791 |
| author_facet | Aaker, David A. 1938- Batra, Rajeev Myers, John G. |
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| author_sort | Aaker, David A. 1938- |
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| callnumber-subject | HF - Commerce |
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| dewey-full | 659.1 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 659 - Advertising and public relations |
| dewey-raw | 659.1 |
| dewey-search | 659.1 |
| dewey-sort | 3659.1 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| edition | 4. ed. |
| format | Book |
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| id | DE-604.BV007720451 |
| illustrated | Illustrated |
| indexdate | 2024-07-09T17:08:20Z |
| institution | BVB |
| isbn | 0130141011 |
| language | English |
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| physical | IX, 593 S. Ill., graph. Darst. |
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| series2 | Prentice-Hall international series in management. |
| spelling | Aaker, David A. 1938- Verfasser (DE-588)123018641 aut Advertising management David A. Aaker ; Rajeev Batra ; John G. Myers 4. ed. Englewood Cliffs, NJ Prentice-Hall 1992 IX, 593 S. Ill., graph. Darst. txt rdacontent n rdamedia nc rdacarrier Prentice-Hall international series in management. Publicité - Gestion Publicité - Gestion ram Reclame gtt Advertising Management Marketing (DE-588)4037589-4 gnd rswk-swf Verkauf (DE-588)4117346-6 gnd rswk-swf Management (DE-588)4037278-9 gnd rswk-swf Werbung (DE-588)4065541-6 gnd rswk-swf Werbestrategie (DE-588)4133682-3 gnd rswk-swf Werbeplanung (DE-588)4130474-3 gnd rswk-swf Marketing (DE-588)4037589-4 s Verkauf (DE-588)4117346-6 s Werbung (DE-588)4065541-6 s 1\p DE-604 Management (DE-588)4037278-9 s Werbestrategie (DE-588)4133682-3 s 2\p DE-604 Werbeplanung (DE-588)4130474-3 s 3\p DE-604 Batra, Rajeev Verfasser (DE-588)121629791 aut Myers, John G. Verfasser aut HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=005073036&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis 1\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk 2\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk 3\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk |
| spellingShingle | Aaker, David A. 1938- Batra, Rajeev Myers, John G. Advertising management Publicité - Gestion Publicité - Gestion ram Reclame gtt Advertising Management Marketing (DE-588)4037589-4 gnd Verkauf (DE-588)4117346-6 gnd Management (DE-588)4037278-9 gnd Werbung (DE-588)4065541-6 gnd Werbestrategie (DE-588)4133682-3 gnd Werbeplanung (DE-588)4130474-3 gnd |
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| title | Advertising management |
| title_auth | Advertising management |
| title_exact_search | Advertising management |
| title_full | Advertising management David A. Aaker ; Rajeev Batra ; John G. Myers |
| title_fullStr | Advertising management David A. Aaker ; Rajeev Batra ; John G. Myers |
| title_full_unstemmed | Advertising management David A. Aaker ; Rajeev Batra ; John G. Myers |
| title_short | Advertising management |
| title_sort | advertising management |
| topic | Publicité - Gestion Publicité - Gestion ram Reclame gtt Advertising Management Marketing (DE-588)4037589-4 gnd Verkauf (DE-588)4117346-6 gnd Management (DE-588)4037278-9 gnd Werbung (DE-588)4065541-6 gnd Werbestrategie (DE-588)4133682-3 gnd Werbeplanung (DE-588)4130474-3 gnd |
| topic_facet | Publicité - Gestion Reclame Advertising Management Marketing Verkauf Management Werbung Werbestrategie Werbeplanung |
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