The advertising business: operations, creativity, media planning, integrated communications
Gespeichert in:
| Format: | Buch |
|---|---|
| Sprache: | English |
| Veröffentlicht: |
Thousand Oaks [u.a.]
Sage Publ.
1999
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | 548 S. Ill., graph. Darst. |
| ISBN: | 076191238X 0761912398 |
Internformat
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| 245 | 1 | 0 | |a The advertising business |b operations, creativity, media planning, integrated communications |c ed. by John Philip Jones |
| 264 | 1 | |a Thousand Oaks [u.a.] |b Sage Publ. |c 1999 | |
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Datensatz im Suchindex
| _version_ | 1804127268494114816 |
|---|---|
| adam_text | Contents
1. Introduction: The Advertising Business 1
John Philip Jones
PartI
How Agendes Operate
2. Agency Management: Some Secrets 17
Eric Mower
3. The Account Executive in an Advertising Agency 29
Jay Quinn
¦ 4. Account Planning 35
A BRITISH PERSPECTIVE
Nicholas Staveley
AN AMERICAN PERSPECTIVE
Damian O Malley
5. The Advertising Creative Process 51
Jeremy Bullmore
6. The Art Director 61
John L. Sellers
7. Budgeting for Advertising and
the Advertising Intensiveness Curve 77
John Philip Jones
8. Advertising Media: A Changing Marketplace 89
A Carlo V. Lloyd
9. The Media Buyer in the Advertising Agency 101
Debra L. Merskin
10. Advertising Agency Compensation Systems 111
Rana S. Said
11. New Business Activity: Account Reviews 121
Randall Rothenberg
12. The Culture of an Advertising Agency 133
John Philip Jones
Part II
Creative Aspects
X 13. Strategy in Advertising 153
John Philip Jones
_v 14. Television Advertising: Learning Without Involvement 165
Herbert E. Krugman
15. Humor in Television Advertising: A Practitioner s View 175
Jeremy Bullmore
16. Humor in Television Advertising: A Researcher s View 181
Paula Pierce
17. Celebrities in Advertising 193
Abhilasha Mehta
18. Emotion and Advertising 209
Esther Thorson
.19. Hierarchies of Effect: Advertising Theories 219
John Philip Jones
20. Cognitive Dissonance and Selective Perception:
Their Relevance to Advertising 225
Carri Brown, Betzi Lynn Hanc,
and Nujchayada Pangsapa
21. The Creative Characteristics of
Successful Television Advertising 235
John Philip Jones
22. Comparative Advertising 241
Jan S. Slater
23. The Unique Selling Proposition and Usage Pull 249
John Philip Jones
24. Truth and Weasels 253
David Ogilvy
25. Television Production Costs 257
Jan S. Slater
Part III
Media Aspects
26. Media Medium Mediorum: Media Definitions 269
Stephen P. Phelps
27. Television Advertising: Continuity Scheduling
*n (Advertising Without Gaps) 273
Erwin Ephron
^ 28. What Does Effective Frequency Mean Today? 285
John Philip Jones
w 29. Barter Syndication 299
^ Brian Philip Webster
y^ 30. Cable Television 309
Jeremiah L. Rosen, Laura A. York, andAileen (Shih I) Ku
Part IV
Sales Promotions and Specialist Media
31. Trends in Promotions 321
John Philip Jones
32. Integrated Marketing Communications and
**• How It Relates to Traditional Media Advertising 325
Don E. Schultz
33. Integrated Marketing Communications in Practice 339
^ John Deighton
34. A Road Map to On Line Marketing Strategy 357
Rex Briggs
35. Direct Marketing 375
Sidney C. Liebenson
36. Direct Response Advertising: Creative Principles 389
Emily Soell
37. Promotions and Advertising: Comparison of Effectiveness 403
N John Philip Jones
v 38. Specialty Advertising 415
William H. Bolen
39. Event Marketing 425
Shirley F. Taylor and Peggy H. Cunningham
40. Sports Marketing and the Super Bowl 437
Rick Burton
41. Business to Business Advertising 453
Beth E. Barnes
42. Product Packaging: The Silent Salesman 463
Jan S. Slater
43. Public Relations and Advertising 473
Ian R. Bruce
PartV
Legislation and Ethics
44. The Supreme Court of the United States
and First Amendment Protection of Advertising 487
Jay B. Wright
45. Ethics of Advertising: Oxymoron or Good Business Practice? 499
Peggy H. Cunningham
Name Index 515
Subject Index 521
About the Contributors 537
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| dewey-full | 659.121 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 659 - Advertising and public relations |
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| id | DE-604.BV012615195 |
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| spelling | The advertising business operations, creativity, media planning, integrated communications ed. by John Philip Jones Thousand Oaks [u.a.] Sage Publ. 1999 548 S. Ill., graph. Darst. txt rdacontent n rdamedia nc rdacarrier pubblicità (commercio) - [saggi] tessin-TR Advertising -- United States Advertising Werbung (DE-588)4065541-6 gnd rswk-swf Werbewirtschaft (DE-588)4189650-6 gnd rswk-swf Markenpolitik (DE-588)4144679-3 gnd rswk-swf Markenartikel (DE-588)4037584-5 gnd rswk-swf USA USA (DE-588)4078704-7 gnd rswk-swf (DE-588)4143413-4 Aufsatzsammlung gnd-content USA (DE-588)4078704-7 g Werbewirtschaft (DE-588)4189650-6 s DE-604 Werbung (DE-588)4065541-6 s Markenartikel (DE-588)4037584-5 s Markenpolitik (DE-588)4144679-3 s Jones, John P. Sonstige oth HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=008568535&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | The advertising business operations, creativity, media planning, integrated communications pubblicità (commercio) - [saggi] tessin-TR Advertising -- United States Advertising Werbung (DE-588)4065541-6 gnd Werbewirtschaft (DE-588)4189650-6 gnd Markenpolitik (DE-588)4144679-3 gnd Markenartikel (DE-588)4037584-5 gnd |
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| title | The advertising business operations, creativity, media planning, integrated communications |
| title_auth | The advertising business operations, creativity, media planning, integrated communications |
| title_exact_search | The advertising business operations, creativity, media planning, integrated communications |
| title_full | The advertising business operations, creativity, media planning, integrated communications ed. by John Philip Jones |
| title_fullStr | The advertising business operations, creativity, media planning, integrated communications ed. by John Philip Jones |
| title_full_unstemmed | The advertising business operations, creativity, media planning, integrated communications ed. by John Philip Jones |
| title_short | The advertising business |
| title_sort | the advertising business operations creativity media planning integrated communications |
| title_sub | operations, creativity, media planning, integrated communications |
| topic | pubblicità (commercio) - [saggi] tessin-TR Advertising -- United States Advertising Werbung (DE-588)4065541-6 gnd Werbewirtschaft (DE-588)4189650-6 gnd Markenpolitik (DE-588)4144679-3 gnd Markenartikel (DE-588)4037584-5 gnd |
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