Advertising: its role in modern marketing
Saved in:
| Format: | Book |
|---|---|
| Language: | English |
| Published: |
Chicago u.a.
Dryden Press
1990
|
| Edition: | 7. ed. |
| Subjects: | |
| Online Access: | Inhaltsverzeichnis |
| Item Description: | Frühere Aufl. u.d.T.: Dunn, Samuel W.: Advertising |
| Physical Description: | XXXI, 605 S. Ill., graph. Darst. |
| ISBN: | 0030307481 |
Staff View
MARC
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| 245 | 1 | 0 | |a Advertising |b its role in modern marketing |c S. Watson Dunn ... |
| 250 | |a 7. ed. | ||
| 264 | 1 | |a Chicago u.a. |b Dryden Press |c 1990 | |
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Record in the Search Index
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|---|---|
| adam_text | Contents
Part One
The Environmental Structure of Advertising 1
Chapter One
Background, Environments, and Evolution 2
Viewpoints on Advertising 4
How Advertising Works 5
The Impact of Environment on Advertising 6
Some Important Definitions 8
Marketing 9
Communication 9
Advertising 9
Sales Promotion 9
Publicity 10
Public Relations 10
Personal Selling 10
Methods of Classifying Advertising 10
Audiences 10
Types of Advertisers 12
Media 12
Functions 13
The Scope of Advertising Worldwide 15
The Evolution of Modern Advertising 16
Origins of Advertising 16
Urbanization and the Rise of Mass Production 19
The Era of the Wholesaler 19
The Growth of Retail Advertising 20
Origins of the Advertising Agency 20
The Emergence of National Advertising 21
Case Study: National Biscuit Company 22
New Levels of Competition 24
Advertising in the Early 20th Century 24
Advertising in the 1920s 26
The Depression Years 28
World War II Advertising 30
The Postwar Years 31
Contents
Chapter Two
The Marketing Communication Environment 36
Marketing Defined 37
The Marketing Concept 38
The Marketing Plan 40
Identifying Marketing Opportunities 41
Setting Marketing Objectives 42
Determining Marketing Strategy 43
Advertising in the Promotion Mix 45
Promotion Strategies 47
Advertising Planning Decisions 48
The Communication Concept 50
The Communication Planning Environment 50
Communication Defined 51
Held of Experience 52
Meaning 53
Signs and Symbols 54
Elements of the Communication Process 55
Source and Encoding 55
The Message 59
The Media 60
Receivers and Decoding 61
Feedback 61
Noise 62
Advertising s Communication Setting 63
Advertising s Communicative Functions 65
Chapter Three
The Social Environment and Ethical Issues 72
How Critics Look at Advertising 73
Scholars as Critics and Defenders of Advertising 73
The General Public as Critics 75
Advertising Ethics 76
Deception in Advertising 78
FTC Regulation 78
Puffery 79
Watchdogs 80
Comparative Advertising 80
Subliminal Advertising 81
Bad Taste in Advertising 81
Advertising and Children 84
Advertising and Stereotypes 85
Political Advertising 87
The Grounds for Criticism 88
Advertising Financing 88
A Look Ahead 90
Advertising and Raising Expectations 90
Advertising s Influence on the Media 90
Charges of Undue Control 92
Built in Checks against Undue Influence 92
Advertising and Freedom of Speech 92
Contents xxiii
Chapter Four
The Economic Environment 98
The Economists View of Advertising 99
1890 to 1940 99
Modern Economists 101
Advertising: Information or Persuasion? 101
Advertising and Prices 105
Two Views 105
Retail versus National 106
Advertising and Added Value 107
Advertising and Consumer Choice 109
Advertising and Industry Concentration 109
Advertising s Influence on the Business Cycle 110
Advertising and Aggregate Consumption 112
Advertising as Media Subsidy 112
The Duration Effects of Advertising 114
Chapter Five
The Regulatory Environment 120
Advertising Regulation 121
Areas of Advertising Control 12 3
Regulation by the Eederal Government 123
Food and Drug Administration 123
Bureau of Alcohol, Tobacco and Firearms 125
Federal Communications Commission 125
Patent Office 126
Library of Congress 126
Postal Service 126
Other Federal Controls 127
Federal Trade Commission 127
Deceptive Advertising 129
Burden of Proof 129
Powers and Remedies 1 30
Affirmative Disclosures and Corrective Advertising 131
Advertising Substantiation 133
Children: A Special Market Segment 135
State and Municipal Regulation 135
Self Regulation by the Advertising Industry 135
The NAD/NAUH 136
Media Clearance 140
Individual Advertisers anil Agencies 144
Advertising Associations 145
Trade Associations 145
The Advertising Press 146
Contents
Part Two
The Organizational Structure of Advertising 153
Chapter Six
Advertisers, Agencies, Media, and Suppliers 154
Advertisers 155
National Advertisers 155
[.ocal (Retail) Advertisers 161
Advertising Agencies 164
What Advertising Agencies Do for Their Clients 164
Functions of the Modern Agency 167
Agency Compensation 172
Handling Competing Accounts 174
Media 176
Media Advertising Department 176
Media Representatives 183
Related Advertising Organizations 184
Production Services 184
Art Studios 185
Research Companies 186
Part Three
Advertising Campaign Planning:
Strategy and Tactics 191
Chapter Seven
An Overview of Campaign Planning 192
What Is an Advertising Campaign? 193
The Marketing Mix: Basis for Campaign Plans 195
Product 196
Price 197
Channels of Distribution (Place) 198
Promotion 198
The Planning of Advertising 199
Environmental Considerations 200
General Marketing Considerations 201
Strategic Research Inputs 202
The Setting of Objectives 204
The Advertising Budget 205
Message and Media Strategy 206
The Plan in Action 206
Measuring the Effectiveness of Advertising 207
Adjustments to the Campaign 208
Contents xxv
Chapter Eight
Strategic Research 210
The Research Process 211
Information Needs 2 12
Sources of Data 213
Primary Data (lathering 213
Data as Input 213
Planning Inputs 213
Consumer Research 214
Product Research 214
Market Analysis 217
Competitive Situation 220
Chapter Nine
Setting Objectives: Target Markets and Buyer Behavior 226
Advertising Objectives 227
The Function of Advertising Objectives 22H
Utilizing General Objectives 229
Key Inputs to Applying Specific Objectives 231
Target Markets 231
Bases for the Targeting Decision 231
Types of Targeting Strategies 232
The Advantages of Targeting 233
Criteria for Defining Target Markets 233
Buyer Behavior 239
Specific Advertising Objectives 2 3V
Three Different Buying Processes 240
Chapter Ten
Determining the Advertising Budget 248
The Budgeting Process 249
Advertising as an Kxpense and as an Investment 251
Budgeting Methods 253
Objective and Task 254
Percent of Sales 254
Unit of Sale 255
Competitive Spending 256
Quantitative Methods 256
Affordable and Arbitrary Methods 257
Budgeting Influences 257
Chapter Eleven
Developing .Advertising Message Strategy 262
What Is Message Strategy? 263
Message Strategy as Differentiated from laities 263
Determining the Message Idea 264
The Copy Platform: The Creative Blueprint 268
Message Tactics: Klements ot Ad Kxccution 271
Types of Message Strategies 272
Contents
Classic Creative Approaches 274
Burnett s Inherent Drama 274
Recves s Unique Selling Proposition 274
Ogilvy s Brand Image 275
Bernbach s Execution Emphasis 276
Trout and Reis s Positioning 276
Vaughn s Message Matrix 277
Creative Objectives 277
Long Range versus Short Range Objectives 278
Hierarchy of Creative Objectives 280
General versus Specific Objectives 280
Judging Message Ideas and Executions 283
Creativity and Message Strategy 283
Identifying Symbols 286
Trademarks, Brand Names, and Trade Names 286
Licensed Names 287
Trade Characters 288
Slogans 288
Obtaining and Retaining Protection for Identifying Symbols 289
Guidelines for Using Identifying Symbols 290
Chapter Twelve
Message Tactics: Print Advertising 294
Coordinating the Major Elements 295
Attracting Attention through Headlines 296
Types of Headlines 298
Subheads 300
Body Copy 300
Functions of a Layout 302
How the Layout Is Prepared 303
Qualities of an Effective Layout 306
Illustrations 307
Classifying Illustrations 308
Illustration Techniques and Color 309
Chapter Thirteen
Message Tactics: Radio and Television Commercials 314
Structure of Commercials 315
The Audience and Commercials 315
Radio Commercials 316
Types of Radio Commercials 316
Creating Effective Radio Commercials 318
Television Commercials 319
C(K rdinating Television and Radio Commercials 320
Television Storyboards 321
I ypes of Television Commercials 323
Television Presentation Techniques 328
Creating Effective Television Commercials 329
The Use of Color 333
Contents xxvii
Chapter Fourteen
Message Tactics: Production 336
Decision Making in Advertising Production 337
Producing Messages for the Print Media 338
Using Technology to Create the Message 338
Selecting the Type 338
Reproducing the Illustrations 342
Printing the Advertisement 344
Duplicating the Advertisement 347
Producing Messages for the Electronic Media 347
Producing the Television Commercial 348
Film or Videotape 348
Choosing Cast and Set 349
Using Modern Technology 350
Editing the Commercial 351
Duplicating the Original 351
Control over Quality and Cost 351
Producing the Radio Commercial 353
Live versus Recording 356
Duplicating the Original 356
Chapter Fifteen
Planning Advertising Media Strategy 358
Media Trends 360
Changes in Market Structure 360
Increase in Complexity of Media 361
Increase in Total Advertising Volume 362
Changes in Buying and Selling Methods 362
Availability of Product and Media Usage Data 365
Growth of New Media Technology 365
Media Planning as Part of Marketing Strategy 368
Developing the Media Plan 369
Setting Media Objectives 370
Defining the Target Market 372
Selecting Media and Allocating the Budget 372
Choosing Media Vehicles and Units 375
Scheduling 375
Use of Media Models 376
A Sample Media Plan 378
Chapter Sixteen
Media Tactics: Newspapers and Magazines 390
Newspapers 391
Advantages of Newspaper Advertising 393
Limitations of Newspaper Advertising 396
Readership Patterns 396
Types of Advertising 397
Newspaper Sizes and Shapes 399
Rate Structure 400
Rate Comparisons 403
Factors to Consider in Buying Newspaper Space 404
Newspaper Supplements 406
Contents
Magazines 407
Types of Magazines 408
Advantages of Magazine Advertising 411
Limitations of Magazine Advertising 414
Kinds of Advertisers 415
Circulation and Readership Patterns 416
Magazine Sizes and Shapes 416
Rate Structure 418
Methods of Comparison 418
Chapter Seventeen
Media Tactics: Television and Radio 422
Television 42 3
Types of Advertising 424
Advantages of Television Advertising 426
Limitations of Television Advertising 428
Kinds of Users 428
How Television is Used 429
Measuring Broadcasting Audiences 432
Audience Trends 437
Rate Structure 438
Cost Comparisons 440
Radio 441
Types of Advertising 442
Types of Stations 442
Advantages of Radio Advertising 443
Limitations of Radio Advertising 444
Kinds of Users 444
How Radio Is Used 444
Programming Trends 444
Audience Measurement and Trends 446
Rate Structure 449
Chapter Eighteen
Media Tactics: Direct Mail, Out of Home,
and Sales Promotion Media 452
Direct Mail 453
Related Concepts 454
Types of Direct Mail 455
Advantages of Direct Mail 456
Limitations of Direct Mail 458
Buying Direct Mail 458
Preparation of Direct Mail 460
Outdoor Advertising 461
Types of Outdoor Advertising 461
Advantages of Outdoor Media 464
Limitations of Outdoor Media 464
Kinds of Users 464
How Outdoor Advertising Is Bought 464
Contents xxix
Transit Advertising 466
Types of Transit Advertising 467
Advantages of Transit Advertising 469
How Transit Advertising Is Bought 469
Sales Promotion Media 470
Point of Purchase Advertising 470
Packages and Package Inserts 472
Trade Shows and Exhibits 473
Sampling 474
Premiums 475
Coupons 475
Cents Off Promotions 477
Contests, Sweepstakes, and Games 477
Other Advertising Media 479
Chapter Nineteen
Measuring the Effectiveness of Advertising 482
To Test or Not to Test 483
What Should Be Tested 484
Classification Schemes for Measuring Effectiveness 484
Pretesting and Posttesting 484
Communication and Sales Effects: Matching Appropriate
Objectives 485
Communication Effects 485
Pretesting 486
Posttesting 491
Sales Effects 493
Pretesting 493
Posttesting 494
Appendix to Part Three: Advertising Campaigns 497
Part Four
Special Purpose Advertising 505
Chapter Twenty
Retail and Business to Business Advertising 506
Retail versus National Advertising 507
Trends in the Retail Mix 508
Promotional, Scmipromotional, and Nonpromotion.il Stores 509
The Retailer s Communication Mix 511
Assistance to the Retail Advertiser 5 I 3
Cooperative Advertising 514
Business to Business Advertising 515
Characteristics of the Business Market 517
Business Advertising Objectives 517
Organizing for Business Advertising 519
The Busincss to Busincss Communication Mix 519
The Business Advertisement 524
Contents
Chapter Twenty One
Institutional Advertising 528
What Is Institutional Advertising? 529
Types of Institutional Advertising 532
Image Advertising 532
Advocacy Advertising 534
The Advertising Council 536
The Use of Institutional Advertising 539
Organizing for Institutional Advertising 540
Agencies 540
Corporate and Noncorporate Departments 542
Coordination with Product Advertising 543
The Role of Research 544
Institutional Advertising Media and Message Strategy 544
Media Strategy 544
Message Strategy 545
Publicity 547
Chapter Twenty Two
International Advertising 552
What Is International Advertising? 554
Reasons for the Growth of International Advertising 555
Rise of the Multinational Corporation 555
Increase in Global Brands 557
Trade Agreements 557
Increased Trade in Goods and Services 558
Worldwide Improvement in Living Standards 558
Innovations in Communication and Transportation 559
Organizing for International Advertising 559
Legal Considerations 562
International Planning and Strategy 563
The Marketing Mix 565
Creative Strategy 566
Research 570
Media Strategy 571
Advertising in Communist Countries 574
International Advertising and Public Policy 576
Contents xxx
Appendix
Sources of Information about Advertising 580
Glossary 584
Index 591
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| indexdate | 2024-07-09T17:28:26Z |
| institution | BVB |
| isbn | 0030307481 |
| language | English |
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| physical | XXXI, 605 S. Ill., graph. Darst. |
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| publishDateSort | 1990 |
| publisher | Dryden Press |
| record_format | marc |
| spelling | Advertising its role in modern marketing S. Watson Dunn ... 7. ed. Chicago u.a. Dryden Press 1990 XXXI, 605 S. Ill., graph. Darst. txt rdacontent n rdamedia nc rdacarrier Frühere Aufl. u.d.T.: Dunn, Samuel W.: Advertising Publicité Publicité ram Advertising Werbung (DE-588)4065541-6 gnd rswk-swf Werbung (DE-588)4065541-6 s DE-604 Dunn, Samuel W. Sonstige oth HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=005953816&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Advertising its role in modern marketing Publicité Publicité ram Advertising Werbung (DE-588)4065541-6 gnd |
| subject_GND | (DE-588)4065541-6 |
| title | Advertising its role in modern marketing |
| title_auth | Advertising its role in modern marketing |
| title_exact_search | Advertising its role in modern marketing |
| title_full | Advertising its role in modern marketing S. Watson Dunn ... |
| title_fullStr | Advertising its role in modern marketing S. Watson Dunn ... |
| title_full_unstemmed | Advertising its role in modern marketing S. Watson Dunn ... |
| title_short | Advertising |
| title_sort | advertising its role in modern marketing |
| title_sub | its role in modern marketing |
| topic | Publicité Publicité ram Advertising Werbung (DE-588)4065541-6 gnd |
| topic_facet | Publicité Advertising Werbung |
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