How to advertise: what works, what doesn't - and why
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
London
Kogan Page
2003
|
| Ausgabe: | 3. ed. |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | Includes index. |
| Beschreibung: | XXI, 218 S. |
| ISBN: | 0749438495 |
Internformat
MARC
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| 245 | 1 | 0 | |a How to advertise |b what works, what doesn't - and why |c Kenneth Roman & Jane Maas with Martin Nisenholtz |
| 250 | |a 3. ed. | ||
| 264 | 1 | |a London |b Kogan Page |c 2003 | |
| 300 | |a XXI, 218 S. | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b n |2 rdamedia | ||
| 338 | |b nc |2 rdacarrier | ||
| 500 | |a Includes index. | ||
| 650 | 4 | |a Oglaševanje - Priročniki | |
| 650 | 4 | |a Advertising | |
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| 999 | |a oai:aleph.bib-bvb.de:BVB01-010352019 | ||
Datensatz im Suchindex
| _version_ | 1804130034006360064 |
|---|---|
| adam_text | Contents
About the Authors: Collaborative animals viii
Acknowledgements: Thank you! ix
Preface: Will there still be advertising? xi
Reflections on David Ogilvy: The purpose of advertising xv
PART 1 WHAT TO SAY AND WHERE TO SAY IT
1. Advertising is about ideas 3
Generating ideas 7; The magic of ideas 10
2. Brands and strategies 11
Strategies 12; What goes into a strategy? 12; Why brands fail
15; Ten strategy checkpoints 19; Brand loyalty 22; Making it
happen 23
3. Research 24
Strategic research 25; Ad testing 28; In market research 30;
Good research improves the odds 30; There s no substitute for
judgement 32
4. Campaigns 34
Three elements that make a campaign 34; Global
campaigns 37; Evolving a campaign the IBM story 39;
When to change campaigns 42
5. Media strategies and tactics 43
Media concepts 44; Continuity the key to success 46; Fish
where the fish are 47; How to get better media plans 49; How
much to spend on advertising? 51; Non traditional media 53;
Integrating creative and media 55
vi U Contents
6. Target marketing 56
Attitudinal segmentation 56; Demographic segments 59;
Precision marketing 67
7. Integrated communications 68
The multi channel consumer 69; Integration is more than just
creative 69; Start with a core concept 71; Integration takes
commitment 73
PART 2 GETTING THE MESSAGE OUT
8. Television 77
The key is involvement 78; How to read a storyboard 79;
More effective television commercials 80; Which dramatic
form works best for you? 84; How to control commercial
production costs 90; Does it have legs? 92
9. Magazines and newspapers 93
Think of a remote control that turns pages 94; Magazines for
special interests 95; Newspapers a news environment 96;
What works best in print 97; Techniques that reduce
readership 102; Business to business advertising 103; How to
control print production costs 104
10. Radio and out of home 106
Radio the one to one medium 106; Some principles of radio
advertising 107; Out of home the everywhere medium 110;
How to control out of home production costs 114
11. The internet 115
How to advertise on the internet 116; Customer service
ideally suited to the web 123; Interactive advertising work in
progress 126
12. Direct marketing 129
It pays to test 130; What works best in direct and e mail 133;
Broadcast direct marketing 138; Telemarketing 139;
Relationship marketing 140; Touching the customer 142;
Direct mail for prospects, e mail for relationships 143
13. Brochures, web sites, sales pieces 145
Better brochures 146; Travel brochures 149; Web sites 149;
Successful catalogues 152; Small but potent 157
Contents ¦ vii
14. Promotion 159
Building value with promotion 160; Displays 164; Event
marketing 167; Contests and sweepstakes 168; Product
publicity 168
15. Truth and ethics 170
Advertising and the law 170; Advertising and
responsibility 174; Public service advertising 179;
Regulation and responsibility 182
16. Working with an agency 184
Create an environment for ideas 185; Evaluating an
agency 187; Agency compensation 187; Consultants 189;
Selecting a new agency 190; What it takes to succeed 193;
The client makes the difference 194
Glossary 195
Index 212
Contents ¦ vii
14. Promotion 159
Building value with promotion 160; Displays 164; Event
marketing 167; Contests and sweepstakes 168; Product
publicity 168
15. Truth and ethics 170
Advertising and the law 170; Advertising and
responsibility 174; Public service advertising 179;
Regulation and responsibility 182
16. Working with an agency 184
Create an environment for ideas 185; Evaluating an
agency 187; Agency compensation 187; Consultants 189;
Selecting a new agency 190; What it takes to succeed 193;
The client makes the difference 194
Glossary 195
Index 212
|
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| id | DE-604.BV017173266 |
| illustrated | Not Illustrated |
| indexdate | 2024-07-09T19:14:36Z |
| institution | BVB |
| isbn | 0749438495 |
| language | English |
| lccn | 2003053159 |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-010352019 |
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| physical | XXI, 218 S. |
| publishDate | 2003 |
| publishDateSearch | 2003 |
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| spelling | Roman, Kenneth Verfasser aut How to advertise what works, what doesn't - and why Kenneth Roman & Jane Maas with Martin Nisenholtz 3. ed. London Kogan Page 2003 XXI, 218 S. txt rdacontent n rdamedia nc rdacarrier Includes index. Oglaševanje - Priročniki Advertising Werbung (DE-588)4065541-6 gnd rswk-swf Werbung (DE-588)4065541-6 s DE-604 Maas, Jane Sonstige oth Nisenholtz, Martin Sonstige oth HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=010352019&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Roman, Kenneth How to advertise what works, what doesn't - and why Oglaševanje - Priročniki Advertising Werbung (DE-588)4065541-6 gnd |
| subject_GND | (DE-588)4065541-6 |
| title | How to advertise what works, what doesn't - and why |
| title_auth | How to advertise what works, what doesn't - and why |
| title_exact_search | How to advertise what works, what doesn't - and why |
| title_full | How to advertise what works, what doesn't - and why Kenneth Roman & Jane Maas with Martin Nisenholtz |
| title_fullStr | How to advertise what works, what doesn't - and why Kenneth Roman & Jane Maas with Martin Nisenholtz |
| title_full_unstemmed | How to advertise what works, what doesn't - and why Kenneth Roman & Jane Maas with Martin Nisenholtz |
| title_short | How to advertise |
| title_sort | how to advertise what works what doesn t and why |
| title_sub | what works, what doesn't - and why |
| topic | Oglaševanje - Priročniki Advertising Werbung (DE-588)4065541-6 gnd |
| topic_facet | Oglaševanje - Priročniki Advertising Werbung |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=010352019&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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