Advertising and marketing communication management:
Gespeichert in:
| Hauptverfasser: | , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Fort Worth u.a.
Dryden Press
1993
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XVI, 528 S. Ill. |
| ISBN: | 0030510694 |
Internformat
MARC
| LEADER | 00000nam a2200000 c 4500 | ||
|---|---|---|---|
| 001 | BV009999453 | ||
| 003 | DE-604 | ||
| 005 | 00000000000000.0 | ||
| 007 | t | ||
| 008 | 950123s1993 a||| |||| 00||| eng d | ||
| 020 | |a 0030510694 |9 0-03-051069-4 | ||
| 035 | |a (OCoLC)27108045 | ||
| 035 | |a (DE-599)BVBBV009999453 | ||
| 040 | |a DE-604 |b ger |e rakddb | ||
| 041 | 0 | |a eng | |
| 049 | |a DE-19 |a DE-188 | ||
| 050 | 0 | |a HF5823 | |
| 082 | 0 | |a 659.1 |2 20 | |
| 100 | 1 | |a Murphy, John H. |e Verfasser |4 aut | |
| 245 | 1 | 0 | |a Advertising and marketing communication management |c John H. Murphy ; Isabella C. M. Cunningham |
| 264 | 1 | |a Fort Worth u.a. |b Dryden Press |c 1993 | |
| 300 | |a XVI, 528 S. |b Ill. | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b n |2 rdamedia | ||
| 338 | |b nc |2 rdacarrier | ||
| 650 | 7 | |a Marketing |2 gtt | |
| 650 | 7 | |a Reclame |2 gtt | |
| 650 | 4 | |a Advertising | |
| 650 | 4 | |a Advertising |z United States |v Case studies | |
| 650 | 4 | |a Sales promotion | |
| 650 | 4 | |a Sales promotion |z United States |v Case studies | |
| 650 | 0 | 7 | |a Werbung |0 (DE-588)4065541-6 |2 gnd |9 rswk-swf |
| 651 | 4 | |a USA | |
| 655 | 7 | |0 (DE-588)4522595-3 |a Fallstudiensammlung |2 gnd-content | |
| 689 | 0 | 0 | |a Werbung |0 (DE-588)4065541-6 |D s |
| 689 | 0 | |5 DE-604 | |
| 700 | 1 | |a Cunningham, Isabella C. |e Verfasser |4 aut | |
| 856 | 4 | 2 | |m HBZ Datenaustausch |q application/pdf |u http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=006628878&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |3 Inhaltsverzeichnis |
| 999 | |a oai:aleph.bib-bvb.de:BVB01-006628878 | ||
Datensatz im Suchindex
| _version_ | 1804124376431329280 |
|---|---|
| adam_text | Contents
PART I
Introduction l
CHAPTER 1
The Case Method 2
The Case Discussion Method of Learning 2
Case Analysis Framework and Other Guidelines 4
The Organization of This Book 7
chapter L
How to Develop and Deliver Effective 10
Advertising Presentations
Making Presentations: Initial Considerations 11
The Opening and the Closing 13
Stage Management 15
Advance Preparation 17
part 11
Advertising Management Decision Making 21
CHAPTER 3
The Marketing Context of Advertising 23
and Promotion
The Role of Advertising 23
The Advertising and Promotion Plan 25
Development of an Advertising Plan within 29
a Firm s Marketing Context
xi
xli Contents
Case 3 1 St. John s Hospital 33
Appendix 3 1 47
Case 3 2 Rooster Andrews Sporting Goods, Inc. (A) 48
Appendix 3 2 Research Questionnaire—Sporting Goods Study 58
Case 3 3 Roy Cordes, Jr., Campaign 62
Appendix 3 3 Metropolitan Research Services—Fort Bend 73
County Political Survey, 10/90
Case 3 4 National Wildflower Research Center 75
Appendix 3 4A National Wildflower Research Center Goals 82
Appendix 3 4B National Wildflower Research Center 1992 85
Unaudited Balance Sheet
CHAPTER 4
Developing Advertising Objectives 86
The Context and Scope of Advertising Objectives 86
What Should Be Included in a Statement of Advertising 87
Objectives?
Additional Suggestions for Developing Statements of Advertising 93
Objectives
Sample Statement of Advertising Objectives for a Professional 94
Basketball Team
Case 4 1 Lack s Furniture Centers 99
Case 4 2 Wainright Chevrolet 108
Appendix 4 2 Questionnaire for Wainright Chevrolet 115
Case 4 3 Jeflferson Savings 118
CHAPTER J
Determining the Advertising Appropriation 128
and Budgeting
Introduction 128
Traditional Methods of Setting Advertising Budgets 129
Recent Trends in Advertising Budgeting Decisions 135
Conclusion 137
Case 5 1 Bernard s Entree for Two 140
Case 5 2 Barbara s Flower Market 149
Appendix 5 2 Representative Media Costs 153
Case 5 3 The Slick Stick 156
Case 5 4 J. Westtahl 161
Appendix 5 4 Representative Media and Production Costs 165
Contents xlii
CHAPTER O
Developing Creative Strategy 167
The Purpose and Context of Creative Strategy 167
Creative Strategy and Tactics 169
What Should Be Included in a Statement of Creative Strategy? 170
Sample Statements of Creative Strategy and Tactics 173
The Personal Profile 173
Famous Creative Approaches and Styles 175
Case 6 1 Walt Disney Pictures (A) 182
Case 6 2 Women s Athletics (A) 193
Case 6 3 Columbia Savings (A) 199
Case 6 4 Peter Piper Pizza 206
Case 6 5 Bowen Tools: Peck O Matic Division 217
CHAPTER 7
Developing Media Strategy 224
Introduction 224
Development and Selection of a Media Plan 225
Technological Innovations and New Media Vehicles 229
An Example of Innovative Media 231
Conclusion 231
Case 7 1 La Quinta Motor Inns 236
Appendix 7 1 Tracy Locke/BBDO Report to La Quinta 246
Case 7 2 Peterbilt Motors Company 250
Appendix 7 2A SIC Code Numbers by Categories 262
Appendix 7 2B States Classified by Region 262
Appendix 7 2C Relevant SIC Codes for Selected Magazines 263
Case 7 3 Walt Disney Pictures (B) 264
Case 7 4 Women s Athletics (B) 270
CHAPTER O
Advertising Research 275
The Role, Scope, and Significance of Advertising Research 275
Secondary Information Research 278
Focus Group Research 279
Case 8 1 Big Brothers/Big Sisters of Austin 286
Appendix 8 1A Big Brothers/Big Sisters Focus Group Results 293
Appendix 8 IB Big Brothers/Big Sisters 295
Questionnaire and Responses
xiv Contents
Case 8 2 Morning Treat Coffee 303
Appendix 8 2 Transcript of the Focus Group 311
Case 8 3 El Rancho Grande, Inc. 316
Case 8 4 Hi Power Beverage Company 322
Case 8 5 Sports Trading Cards Focus Group 326
PART 111
Peksonai Selling, Sales Promotion, 331
Public Relations, and Direct Marketing
CHAPTER 9
Personal Selling 333
The Importance of Personal Selling 333
The Role of a Salesperson 334
Sales and the Marketing Concept 334
The Management of Personal Selling 336
An Example of the Development of a Sales Strategy: 338
The Case of LCD Projectors
Case 9 1 Mary Kay Cosmetics, Inc. 341
Case 9 2 Allen Specialty Company 364
Case 9 3 Owens Illinois, Inc., Forest Products Division 366
CHAPTER 10
Sales Promotion 380
The Nature of Sales Promotion 381
Case 10 1 New Chase Condominiums 388
Case 10 2 Al s Formal Wear 393
Case 10 3 Barton Creek Square Shopping Center 400
CHAPTER 11
Public Relations 407
The Many Publics of a Firm 408
The Management of Public Relations 408
Public Relations and Advertising 410
The Future of Advertising and Public Relations 411
Case 11 1 Shawntana Development Corporation 413
Case 11 2 Central Hospital 415
Case 11 3 Freeport McMoRan 417
Contents xv
CHAPTER 12
Direct Marketing 420
Data Base Marketing 422
Case 12 1 Rooster Andrews Sporting Goods, Inc. (B) 428
Case 12 2 SpaceSmart 430
Appendix 12 2 Portions of Premier SpaceSmart Catalog 443
Case 12 3 Yeck Brothers: Federal Express Saturday Pickup 444
Appendix 12 3A Agency Discussion Brief 447
Appendix 12 3B Federal Express Saturday Service Marketing Plan 452
part IV
Additional Considerations Affecting Advertising and 457
Marketing Communication Decisions
CHAPTER 13
Client/Agency Relations 458
The Nature and Importance of Client/Agency Relationships 458
Issues in the Client/Agency Relationship 459
Fostering a Productive Client/Agency Relationship 468
Case 13 1 Columbia Savings (B) 473
Case 13 2 Capital National Bank 474
Case 13 3 The Dallas Morning News 480
Case 13 4 Wensley Industries 482
Case 13 5 Gordon, Wolfberg, Miller Friends 484
CHAPTER 14
Ethical Considerations 488
Specific Issues in Advertising Ethics 489
Ethical Issues Involving Client/Agency Relationships 493
A Proposed Solution to the Question of Advertising Ethics 496
Conclusion 496
Case 14 1 The Maryland State Planning
Council on Developmental Disabilities 498
Case 14 2 Healthmax 501
Case 14 3 Abel, Atwater and Combs
Advertising and Public Relations 506
Case 14 4 Decker, Villani Bishop 508
xvi Contents
Case 14 5 Barrymore Brothers Supermarkets, Inc. 512
Case 14 6 ComputerCraft 514
APPENDIX A
Media Costs Data 517
APPENDIX Jj
Sources of Advertising and Marketing
Communication Management Information 521
Index 522
|
| any_adam_object | 1 |
| author | Murphy, John H. Cunningham, Isabella C. |
| author_facet | Murphy, John H. Cunningham, Isabella C. |
| author_role | aut aut |
| author_sort | Murphy, John H. |
| author_variant | j h m jh jhm i c c ic icc |
| building | Verbundindex |
| bvnumber | BV009999453 |
| callnumber-first | H - Social Science |
| callnumber-label | HF5823 |
| callnumber-raw | HF5823 |
| callnumber-search | HF5823 |
| callnumber-sort | HF 45823 |
| callnumber-subject | HF - Commerce |
| ctrlnum | (OCoLC)27108045 (DE-599)BVBBV009999453 |
| 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 |
| format | Book |
| fullrecord | <?xml version="1.0" encoding="UTF-8"?><collection xmlns="http://www.loc.gov/MARC21/slim"><record><leader>01556nam a2200433 c 4500</leader><controlfield tag="001">BV009999453</controlfield><controlfield tag="003">DE-604</controlfield><controlfield tag="005">00000000000000.0</controlfield><controlfield tag="007">t</controlfield><controlfield tag="008">950123s1993 a||| |||| 00||| eng d</controlfield><datafield tag="020" ind1=" " ind2=" "><subfield code="a">0030510694</subfield><subfield code="9">0-03-051069-4</subfield></datafield><datafield tag="035" ind1=" " ind2=" "><subfield code="a">(OCoLC)27108045</subfield></datafield><datafield tag="035" ind1=" " ind2=" "><subfield code="a">(DE-599)BVBBV009999453</subfield></datafield><datafield tag="040" ind1=" " ind2=" "><subfield code="a">DE-604</subfield><subfield code="b">ger</subfield><subfield code="e">rakddb</subfield></datafield><datafield tag="041" ind1="0" ind2=" "><subfield code="a">eng</subfield></datafield><datafield tag="049" ind1=" " ind2=" "><subfield code="a">DE-19</subfield><subfield code="a">DE-188</subfield></datafield><datafield tag="050" ind1=" " ind2="0"><subfield code="a">HF5823</subfield></datafield><datafield tag="082" ind1="0" ind2=" "><subfield code="a">659.1</subfield><subfield code="2">20</subfield></datafield><datafield tag="100" ind1="1" ind2=" "><subfield code="a">Murphy, John H.</subfield><subfield code="e">Verfasser</subfield><subfield code="4">aut</subfield></datafield><datafield tag="245" ind1="1" ind2="0"><subfield code="a">Advertising and marketing communication management</subfield><subfield code="c">John H. Murphy ; Isabella C. M. Cunningham</subfield></datafield><datafield tag="264" ind1=" " ind2="1"><subfield code="a">Fort Worth u.a.</subfield><subfield code="b">Dryden Press</subfield><subfield code="c">1993</subfield></datafield><datafield tag="300" ind1=" " ind2=" "><subfield code="a">XVI, 528 S.</subfield><subfield code="b">Ill.</subfield></datafield><datafield tag="336" ind1=" " ind2=" "><subfield code="b">txt</subfield><subfield code="2">rdacontent</subfield></datafield><datafield tag="337" ind1=" " ind2=" "><subfield code="b">n</subfield><subfield code="2">rdamedia</subfield></datafield><datafield tag="338" ind1=" " ind2=" "><subfield code="b">nc</subfield><subfield code="2">rdacarrier</subfield></datafield><datafield tag="650" ind1=" " ind2="7"><subfield code="a">Marketing</subfield><subfield code="2">gtt</subfield></datafield><datafield tag="650" ind1=" " ind2="7"><subfield code="a">Reclame</subfield><subfield code="2">gtt</subfield></datafield><datafield tag="650" ind1=" " ind2="4"><subfield code="a">Advertising</subfield></datafield><datafield tag="650" ind1=" " ind2="4"><subfield code="a">Advertising</subfield><subfield code="z">United States</subfield><subfield code="v">Case studies</subfield></datafield><datafield tag="650" ind1=" " ind2="4"><subfield code="a">Sales promotion</subfield></datafield><datafield tag="650" ind1=" " ind2="4"><subfield code="a">Sales promotion</subfield><subfield code="z">United States</subfield><subfield code="v">Case studies</subfield></datafield><datafield tag="650" ind1="0" ind2="7"><subfield code="a">Werbung</subfield><subfield code="0">(DE-588)4065541-6</subfield><subfield code="2">gnd</subfield><subfield code="9">rswk-swf</subfield></datafield><datafield tag="651" ind1=" " ind2="4"><subfield code="a">USA</subfield></datafield><datafield tag="655" ind1=" " ind2="7"><subfield code="0">(DE-588)4522595-3</subfield><subfield code="a">Fallstudiensammlung</subfield><subfield code="2">gnd-content</subfield></datafield><datafield tag="689" ind1="0" ind2="0"><subfield code="a">Werbung</subfield><subfield code="0">(DE-588)4065541-6</subfield><subfield code="D">s</subfield></datafield><datafield tag="689" ind1="0" ind2=" "><subfield code="5">DE-604</subfield></datafield><datafield tag="700" ind1="1" ind2=" "><subfield code="a">Cunningham, Isabella C.</subfield><subfield code="e">Verfasser</subfield><subfield code="4">aut</subfield></datafield><datafield tag="856" ind1="4" ind2="2"><subfield code="m">HBZ Datenaustausch</subfield><subfield code="q">application/pdf</subfield><subfield code="u">http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=006628878&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA</subfield><subfield code="3">Inhaltsverzeichnis</subfield></datafield><datafield tag="999" ind1=" " ind2=" "><subfield code="a">oai:aleph.bib-bvb.de:BVB01-006628878</subfield></datafield></record></collection> |
| genre | (DE-588)4522595-3 Fallstudiensammlung gnd-content |
| genre_facet | Fallstudiensammlung |
| geographic | USA |
| geographic_facet | USA |
| id | DE-604.BV009999453 |
| illustrated | Illustrated |
| indexdate | 2024-07-09T17:44:41Z |
| institution | BVB |
| isbn | 0030510694 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-006628878 |
| oclc_num | 27108045 |
| open_access_boolean | |
| owner | DE-19 DE-BY-UBM DE-188 |
| owner_facet | DE-19 DE-BY-UBM DE-188 |
| physical | XVI, 528 S. Ill. |
| publishDate | 1993 |
| publishDateSearch | 1993 |
| publishDateSort | 1993 |
| publisher | Dryden Press |
| record_format | marc |
| spelling | Murphy, John H. Verfasser aut Advertising and marketing communication management John H. Murphy ; Isabella C. M. Cunningham Fort Worth u.a. Dryden Press 1993 XVI, 528 S. Ill. txt rdacontent n rdamedia nc rdacarrier Marketing gtt Reclame gtt Advertising Advertising United States Case studies Sales promotion Sales promotion United States Case studies Werbung (DE-588)4065541-6 gnd rswk-swf USA (DE-588)4522595-3 Fallstudiensammlung gnd-content Werbung (DE-588)4065541-6 s DE-604 Cunningham, Isabella C. Verfasser aut HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=006628878&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Murphy, John H. Cunningham, Isabella C. Advertising and marketing communication management Marketing gtt Reclame gtt Advertising Advertising United States Case studies Sales promotion Sales promotion United States Case studies Werbung (DE-588)4065541-6 gnd |
| subject_GND | (DE-588)4065541-6 (DE-588)4522595-3 |
| title | Advertising and marketing communication management |
| title_auth | Advertising and marketing communication management |
| title_exact_search | Advertising and marketing communication management |
| title_full | Advertising and marketing communication management John H. Murphy ; Isabella C. M. Cunningham |
| title_fullStr | Advertising and marketing communication management John H. Murphy ; Isabella C. M. Cunningham |
| title_full_unstemmed | Advertising and marketing communication management John H. Murphy ; Isabella C. M. Cunningham |
| title_short | Advertising and marketing communication management |
| title_sort | advertising and marketing communication management |
| topic | Marketing gtt Reclame gtt Advertising Advertising United States Case studies Sales promotion Sales promotion United States Case studies Werbung (DE-588)4065541-6 gnd |
| topic_facet | Marketing Reclame Advertising Advertising United States Case studies Sales promotion Sales promotion United States Case studies Werbung USA Fallstudiensammlung |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=006628878&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| work_keys_str_mv | AT murphyjohnh advertisingandmarketingcommunicationmanagement AT cunninghamisabellac advertisingandmarketingcommunicationmanagement |