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Advertising: planning, implementation & control

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Bibliographic Details
Main Author:	Nylen, David W. (Author)
Format:	Book
Language:	English
Published:	Cincinnati, Ohio South-Western Publ. Co. 1993
Edition:	4. ed.
Subjects:	Advertising Werbeplanung Werbung Einführung
Online Access:	Inhaltsverzeichnis
Physical Description:	XIII, 754 S. Ill., graph. Darst.
ISBN:	0538809183

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MARC


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adam_text	i ^— Contents PART 1 FRAMEWORK FOR THE ADVERTISING PLANNING PROCESS CHAPTER 1 ADVERTISING AS A MARKETING MANAGEMENT TOO. 4 Upjohn s Rogaine—Unusual Advertising for an Unusual Product 4 The Role of Advertising in Marketing Strategy 7 The Responsibilities of Advertising Management 15 The Nature of the Advertising Business 17 Advertising Industry Jobs 20 CHAPTER 2 THL ADVERTISING P.AN 28 Sorrell Ridge Takes on Market Leader Smucker s 28 Advertising Planning 29 Characteristics of Advertising Plans 31 Use of the Advertising Plan 32 Advertising Plans and the Total Planning Process 35 Content of the Advertising Plan 40 CHAPTER 3 ORGANIZING the ADVEP T S! G L;£ A / *: R.J. Reynolds Reorganizes Its Marketing Department 47 The Position of Advertising in the Company Organizational Structure 48 Internal Organization of the Advertising Department 53 Staffing the Advertising Department 60 Developing Relationships with Other Departments 62 CHAPTER 4 SFRJCli.RA; ) ! i Ri i •¦ O ¦¦ ¦ .. ¦• ¦ . General Foods, Carnation, and P G: Three Approaches to Improving Advertising Agency Performance 70 Advertising Agency Functions and Organization 71 Should an Agency Be Retained? 79 Selection of an Advertising Agency 81 Advertiser/Agency Relationships 86 x Contents CHAPTER 5 THE ROLE OF ADVERTISING IN CONSUMER DECISION MAKING 97 What Makes People Read Advertisements? 97 Three Key Variables in Consumer Decision Making 98 Consumer Decision Making as Information Processing 105 PART 2 SETTING DIRECTION FOR THE ADVERTISING PROGRAM CHAPTER 6 CONSUMER ANALYSIS DETERMINING CONSUMER NEEDS 126 ConAgra Introduces Healthy Choice Frozen Meals 126 Gathering Data on Consumer Needs 127 Applying Information from Consumer Research 140 CHAPTER 7 CONSUMER ANALYSIS SEGMENTING AND DESCRIBING PROSPECTS 148 Segmenting the Market for Automobile Purchases by Women 148 The Second Step in Consumer Analysis—Market Segmentation 151 The Market Segmentation Process 152 Segmentation in Practice 164 CHAPTER 8 PRODUCT ANALYSIS FOR GOODS AND SERVICES 174 The Search for Competitive Advantage—The Key to Effective Advertising 174 What Is a Product? What Is a Service? 175 Conducting the Product Analysis for Goods and Services 183 Use of Product Information 201 CHAPTER 9 MARKET ANALYSIS 208 Purina Seeks Opportunity in the Cat Food Market 208 Analyzing Total Market Sales 210 Analyzing Sales of the Advertiser s Product 217 Analyzing Competitive Marketing Strategies 218 Analyzing Environmental Factors 220 Sources of Market Analysis Information 225 Contents xi CHAPTER 10 POSITIONING THE PRODUCT AND SETTING ADVERTISING OBJECTIVES 237 Colgate Positions a New Entry in the Children s Toothpaste Segment 237 Positioning the Product 239 Setting Advertising Objectives for the Product 249 PART 3 PROGRAMS FOR REACHING ADVERTISING OBJECTIVES CHAPTER 11 SETTING THE ADVERTISING BUDGET 264 Quaker Oats Sets an Advertising Budget for Gatorade in a Turbulent Market 264 Determining the Size of the Advertising Budget 267 Allocation of the Advertising Budget 282 Administering the Advertising Budget 285 CHAPTER 12 THE MEDIA PROGRAM THE MEDIA SELECTION PROCESS 294 Reaching the Target Audience for a Luxury Car—Media Selection by Cadillac 294 Classes of Media 295 Measurement in Media 298 Framework for Media Selection 313 CHAPTER 13 THE MEDIA PROGRAM NEWSPAPERS AND MAGAZINES 331 Clinique Chooses Magazines as Its Primary Medium 331 Newspapers 333 Magazines 347 Newspaper Supplements 358 CHAPTER 14 THE MEDIA PROGRAM TELEVISION, RADIO, AND THE NEv, ELECTRONIC MEDIA 368 Dutch Boy Paints Repositioning Leads to Redesigned Media Program 368 Television 370 New Electronic Media 389 Radio 395 CHAPTER 15 THE MEDIA PROGRAM—DIRECT MAIL AND OUT OF HOME MEDIA 413 NBC Uses Outdoor Advertising to Promote a Television Miniseries 413 Direct Mail Advertising 414 Outdoor Advertising 422 Transit Advertising 431 Other Media 435 CHAPTER 16 THE CREATIVE CAMPAIGN—DETERMINING ADVERTISING CONTENT 446 Hyatt Hotels of Florida Requests a New Campaign for the Meetings Market 446 Elements of the Creative Campaign 448 The Advertising Manager s Role in the Creative Process 450 Determining Creative Content 455 Problems in Determining Copy Content 461 CHAPTER 17 THE CREATIVE CAMPAIGN—CREATING THE ADVERTISEMENTS 476 Creating the Meetings Campaign for Hyatt Hotels of Florida 476 Finding a Central Idea 478 Creating the Print Advertisement 494 Creating the Broadcast Advertisement 501 Integration of the Creative Campaign 506 CHAPTER 18 THE CREATIVE CAMPAIGN PRODUCING THE ADVERTISEMENTS 516 Producing the Meetings Campaign for Hyatt Hotels of Florida 516 The Print Production Process 522 The Broadcast Production Process 530 The Advertising Manager s Role in Production 539 CHAPTER 19 THE SALES PROMOTION PROGRAM 549 The Bristol Myers Safe n Fun Sales Promotions 549 What Is Sales Promotion? 553 Planning the Sales Promotion Program 557 Problem Areas in Sales Promotions 567 Contents xiii CHAPTER 20 INTERNATIONAL ADVERTISING 577 Quaker Oats Goes International with Gatorade 577 International Advertising—Is It Different? 579 The Advertising Environment in International Markets 585 The International Advertising Plan 592 PART 4 CONTROL AND EVALUATION OF THE ADVERTISING PROGRAMS CHAPTER 21 EVALUATING ADVERTISING EFFECTIVENESS 606 Evaluating the Effectiveness of the Energizer Bunny 606 The Measurement of Advertising Effectiveness 608 Designing an Advertising Effectiveness Evaluation Program 615 CHAPTER 22 TECHNIQUES FOR MEASURING ADVERTISING EFFECTIVENESS 627 Research Systems Tests a TV Commercial for Medacid 627 Evaluating Measurement Techniques 629 Cognitive (Knowledge) Tests 630 Affective (Attitude) Tests 640 Conative (Motive) Tests 644 CHAPTER 23 MEETING THE ADVERTISER S ETHICAL RESPONSIBILITIES 666 RJR Advertising of a New Cigarette Brand Raises Ethical Issues 666 Advertising and the Consumer 669 A Program for Ensuring Ethical Advertising 674 CHAPTER 24 MEETING ADVERTISING S LEGAL RESPONSIBILITIES 6S9 Volvo Cars Admits Guilt in Rigged Television Demonstration 689 The Agencies That Regulate Advertising 692 Legal Ground Rules in Advertising 701 The Legal Responsibility Program 712 GLOSSARY 721 INDEX 739
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author	Nylen, David W.
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ctrlnum	(OCoLC)27035224 (DE-599)BVBBV008277062
dewey-full	659.1/11
dewey-hundreds	600 - Technology (Applied sciences)
dewey-ones	659 - Advertising and public relations
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edition	4. ed.
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spelling	Nylen, David W. Verfasser aut Advertising planning, implementation & control David W. Nylen 4. ed. Cincinnati, Ohio South-Western Publ. Co. 1993 XIII, 754 S. Ill., graph. Darst. txt rdacontent n rdamedia nc rdacarrier Advertising Werbeplanung (DE-588)4130474-3 gnd rswk-swf Werbung (DE-588)4065541-6 gnd rswk-swf (DE-588)4151278-9 Einführung gnd-content Werbung (DE-588)4065541-6 s DE-604 Werbeplanung (DE-588)4130474-3 s 1\p DE-604 HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=005468576&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
spellingShingle	Nylen, David W. Advertising planning, implementation & control Advertising Werbeplanung (DE-588)4130474-3 gnd Werbung (DE-588)4065541-6 gnd
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title	Advertising planning, implementation & control
title_auth	Advertising planning, implementation & control
title_exact_search	Advertising planning, implementation & control
title_full	Advertising planning, implementation & control David W. Nylen
title_fullStr	Advertising planning, implementation & control David W. Nylen
title_full_unstemmed	Advertising planning, implementation & control David W. Nylen
title_short	Advertising
title_sort	advertising planning implementation control
title_sub	planning, implementation & control
topic	Advertising Werbeplanung (DE-588)4130474-3 gnd Werbung (DE-588)4065541-6 gnd
topic_facet	Advertising Werbeplanung Werbung Einführung
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