Essentials of contemporary advertising:
Gespeichert in:
| Hauptverfasser: | , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Boston [u.a.]
McGraw-Hill Irwin
2007
|
| Schlagworte: | |
| Online-Zugang: | Publisher description Table of contents Inhaltsverzeichnis |
| Beschreibung: | Includes bibliographical references (p. 506-521) and indexes |
| Beschreibung: | xxviii, 558 p. ill. (chiefly col.), map 28 cm |
| ISBN: | 9780073136660 0073136662 |
Internformat
MARC
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| 245 | 1 | 0 | |a Essentials of contemporary advertising |c William F. Arens, David H. Schaefer |
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Datensatz im Suchindex
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| adam_text | v
part 1 An Introduction to Advertising
chapter one Advertising Today
and How We Got Here 2
What Is Advertising?, 4
The Role of Advertising in Business, 5
What Is Marketing?, 6 Advertising and the Marketing Process, 6
Economics: The Growing Need for Advertising, 7
Principles of Free Market Economics, 7 Functions and Effects of
Advertising in a Free Economy, 8 The Evolution of Advertising as an
Economic Tool, 9 The Preindustrial Age, 9 The Industrializing Age, 11
The Industrial Age, 13 The Postindustrial Age, 15 The Interactive Age:
Looking at the Twenty first Century, 18
Society and Ethics: The Effects of Advertising, 20
chapter two The Economic, Social, and
Regulatory Aspects of Advertising 24
The Many Controversies about Advertising, 26
The Economic Impact of Advertising, 27
Effect on the Value of Products, 27 Effect on Prices, 29 Effect on
Competition, 30 Effect on Consumer Demand, 30 Effect on Consumer
Choice, 30 Effect on the Business Cycle, 31 The Abundance Principle:
The Economic Impact of Advertising in Perspective, 31
The Social Impact of Advertising, 32
Deception in Advertising, 32 The Subliminal Advertising My th, 33
The Effect of Advertising on Our Value System, 33 The Proliferation of
Advertising, 34 The Use of Stereotypes in Advertising, 36 Offensiveness
in Advertising, 36 The Social Impact of Advertising in Perspective, 38
Social Responsibility and Advertising Ethics, 39
Advertisers Social Responsibility, 39 Ethics of Advertising, 40
Current Regulatory Issues Affecting U.S. Advertisers, 40
Freedom of Commercial Speech, 40 The Tobacco Advertising
Controversy, 41 The Issue of Advertising to Children, 42 Consumer
Privacy, 43
Federal Regulation of Advertising in North America, 43
The U.S. Federal Trade Commission, 44 The Food and Drug Administration
(FDA), 47 The Federal Communications Commission (FCC), 48
The Patent and Trademark Office and the Library of Congress, 49
Contents
State and Local Regulation, 50
Regulation by State Governments, 50 Regulation by Local Governments, 50
Nongovernment Regulation, 50
The Better Business Bureau (BBB), 51 The National Advertising Review
Council (NARC), 51 Regulation by the Media, 52 Regulation by
Consumer Groups, 53 Self Regulation by Advertisers and Ad Agencies, 54
Government Restraints on International Advertisers, 55
The Ethical and Legal Aspects of Advertising in Perspective, 55
chapter three The Advertising Industry 58
The Advertising Industry, 60
The Organizations in Advertising, 60 The People in Advertising, 60
The Advertisers (Clients), 60
Local Advertising: Where the Action Is, 61 Regional and National
Advertisers, 63 Transnational Advertisers, 68 Media Around the
World, 70
The Advertising Agency, 71
The Role of the Advertising Agency, 71 Types of Agencies, 72
What People in an Agency Do, 74 How Agencies Are Structured, 77
How Agencies Are Compensated, 78 The In House Agency, 80
The Client/Agency Relationship, 81
How Agencies Get Clients, 81 Factors Affecting the Client/Agency
Relationship, 84
The Suppliers in Advertising, 84
Art Studios and Web Designers, 85 Printers and Related Specialists, 85
Film and Video Houses, 85 Research Companies, 85
The Media of Advertising, 86
part 2 Understanding the Target Audience
chapter four Segmentation, Targeting,
and the Marketing Mix 90
The Larger Marketing Context of Advertising, 92
Customer Needs and Product Utility, 93 Exchanges: The Purpose of
Marketing and Advertising, 94
The Market Segmentation Process, 94
Types of Markets, 95 Segmenting the Consumer Market: Finding the
Right Niche, 96 Segmenting Business and Government Markets:
Understanding Organizational Buying Behavior, 103 Aggregating
Market Segments, 105
Contents
The Target Marketing Process, 107
Target Market Selection, 107 The Marketing Mix: A Strategy for Matching
Products to Markets, 109
Advertising and the Product Element, 109
Product Life Cycles, 109 Product Classifications, 111 Product
Positioning, 112 Product Differentiation, 112 Product Branding, 113
The Role of Branding, 114 Product Packaging, 114
Advertising and the Price Element, 115
Key Factors Influencing Price, 115
Advertising and the Distribution (Place) Element, 115
Direct Distribution, 115 Indirect Distribution, 117
Advertising and the Promotion (Communication) Element, 118
The Marketing Mix in Perspective, 119
chapter five Communication and Consumer
Behavior 122
Communication: What Makes Advertising Unique, 124
The Human Communication Process, 124 Applying the Communication
Process to Advertising, 125
Consumer Behavior: The Key to Advertising Strategy, 126
The Importance of Knowing the Consumer, 127 The Consumer Decision
Process: An Overview, 127
Personal Processes in Consumer Behavior, 129
The Consumer Perception Process, 129 Learning and Persuasion:
How Consumers Process Information, 132 The Consumer Motivation
Process, 136
Interpersonal Influences on Consumer Behavior, 139
Family Influence, 139 Societal Influence, 139 Cultural and
Subcultural Influence, 142
The Purchase Decision and Postpurchase Evaluation, 144
Different Responses from Different Products, 146
part 3 The Planning Process
chapter six Account Planning and Research 150
The Account Planner as Consumer Advocate, 152
The Need for Research in Marketing and Advertising, 153
What Is Marketing Research?, 153 What Is Advertising Research?, 154
Advertising Strategy Research, 155 Developing Creative Concepts, 157
Pretesting and Posttesting, 158
Contents
Steps in the Research Process, 159
Step 1: Analyzing the Situation and Defining the Problem, 159 Step 2:
Conducting Informal (Exploratory) Research, 159 Step 3: Establishing
Research Objectives, 161 Step 4: Conducting Formal Research, 162
Step 5: Interpreting and Reporting the Findings, 169
Important Issues in Advertising Research, 169
Considerations in Conducting Formal Quantitative Research, 169
Collecting Primary Data in International Markets, 173
chapter seven Developing Marketing
and Advertising Plans 176
The Marketing Plan, 178
The Importance of Marketing Planning, 178 The Effect of the Marketing
Plan on Advertising, 178 Top Down Marketing, 179 Bottom Up
Marketing: How Small Companies Plan, 184
The New Marketing Mantra: Relationship Marketing, 184
The Importance of Relationships, 186 Levels of Relationships, 187
Using IMC to Make Relationships Work, 188
IMC: The Concept and the Process, 188 The Dimensions of IMC, 191
The IMC Approach to Marketing and Advertising Planning, 192
The Importance of IMC to the Study of Advertising, 192
The Advertising Plan, 192
Reviewing the Marketing Plan, 193 Setting Advertising Objectives, 193
Determining the Advertising Strategy, 196 Allocating Funds fen
Advertising, 196 Advertising: An Investment in Future Sales, 197
Methods of Allocating Funds, 198
part 4 The Creative Process
chapter eight Creative Strategy
and the Creative Process 204
The Creative Team:
The Authors and Encoders of Advertising, 207
What Makes Great Advertising?, 207
The Resonance Dimension, 208 The Relevance Dimension, 209
Formulating Creative Strategy:
The Key to Great Advertising, 209
Writing the Creative Strategy, 210 Elements of Message Strategy, 212
How Creativity Enhances Advertising, 213
What Is Creativity?, 213 The Role of Creativity in Advertising, 213
Understanding Creative Thinking, 215
Contents
The Creative Process, 217
The Explorer Role: Gathering Information, 217
Develop an Insight Outlook, 218 Know the Objective, 218
Brainstorm, 218
The Artist Role:
Developing and Implementing the Big Idea, 218
Task 1: Develop the Big Idea, 219 Task 2: Implement the Big Idea, 222
The Creative Pyramid: A Guide to Formulating Copy and Art, 222
The Judge Role: Decision Time, 226
The Warrior Role: Overcoming Setbacks and Obstacles, 228
chapter nine Creative Execution: Art and Copy 232
Delivering on the Big Idea: The Visual and the Verbal, 234
The Art of Creating Print Advertising, 234
Designing the Print Ad, 235 The Use of Layouts, 235 Advertising
Design and Production: The Creative and Approval Process, 235 Effect of
Computers on Graphic Design, 238 Principles of Design: Which Design
Formats Work Best, 238 The Use of Visuals in Print Advertising, 242
Copywriting and Formats for Print Advertising, 244
Headlines, 244 Subheads, 247 Body Copy, 248 Slogans, 250
Seals, Logos, and Signatures, 250
Copywriting for Electronic Media, 251
Writing Radio Copy, 251 Writing Television Copy, 252
The Role of Art in Radio and TV Advertising, 253
Developing the Artistic Concept for Commercials, 254 Formats for
Radio and TV Commercials, 254 Basic Mechanics ofStoryboard
Development, 257
Writing for the Web, 259
Creating Ads for International Markets, 260
Translating Copy, 260 Art Direction for International Markets, 261
Legal Restraints on International Advertisers, 262
chapter ten Producing Ads for Print, Electronic,
and Digital Media 266
Managing the Advertising Production Process, 268
The Role of the Production Manager or Producer, 268 Managing
Production Costs, 269
The Print Production Process, 271
The Preproduction Phase:Planning the Project, 271 The Production
Phase: Creating the Artwork, 272 The Prepress Phase: Stripping, Negs,
Contents
and Plates, 2 76 The Duplication and Distribution Phase: Printing,
Binding, and Shipping, 277
Quality Control in Print Production, 279
Production Phase Quality Issues, 279 Prepress Quality Issues, 279
The Radio Commercial Production Process, 280
Preproduction, 281 Production: Cutting the Spot, 282 Postproduction:
Finishing the Spot, 282
The Television Commercial Production Process, 283
The Role of the Commercial Producer, 283 The Preproduction
Phase, 283 Production: The Shoot, 286 Postproduction, 287
Producing Advertising for Digital Media, 288
The Emergence of Digital Media, 289 The Role of Digital Media
in Advertising, 290 The People Who Produce Digital Media
Advertising, 290 The Production Process, 291
part 5 Reaching the Target Audience
chapter eleven Print Advertising 294
Selecting Media, 296
Using Magazines in the Creative Mix, 297
The Pros and Cons of Magazine Advertising, 297 Special Possibilities
with Magazines, 297 How Magazines Are Categorized, 299
Buying Magazine Space, 302
Understanding Magazine Circulation, 302 Reading Rate Cards, 304
Using Newspapers in the Creative Mix, 306
Who Uses Newspapers?, 306 The Pros and Cons of Newspaper
Advertising, 307 How Newspapers Are Categorized, 307 Types
of Newspaper Advertising, 309
How Advertisers Buy Newspaper Space, 311
Understanding Readership and Circulation, 311 Co ops and
Networks, 314 Insertion Orders and Tearsheets, 314
Print: A Worldwide Medium, 315
Print Media and New Technologies, 316
chapter twelve Electronic Media:
Television and Radio 320
Electronic Media, 322
Contents
The Medium of Television, 322
Broadcast TV, 323 Cable TV 323 TV Audience Trends, 324
The Impact of Technology, 326 The Use of Television in IMC, 327
Types of TV Advertising, 328
TV Audience Measurement, 332
Rating Services, 332 Cable Ratings, 333 Defining Television
Markets, 334 Dayparts, 334 Audience Measurements, 335
Gross Rating Points, 33 7
Buying Television Time, 337
Requesting Avails, 337 Selecting Programs for Buys, 338
Negotiating Prices and Contracts, 338
Advertising on Video Rentals, 338
The Medium of Radio, 339
Who Uses Radio?, 339 The Use of Radio in IMC, 339
Radio Programming and Audiences, 340
Buying Radio Time, 342
Types of Radio Advertising, 342 Radio Terminology, 343 The Seven
Steps in Preparing a Radio Schedule, 345
chapter thirteen Digital Interactive Media
and Direct Mail 348
Digital Interactive Media, 350
The Internet as a Medium, 352
The Evolution of the Internet, 352 The Internet Audience, 355
How People Access the Net, 357 Types of Internet Advertising, 357
Using the Internet in IMC, 360
Measuring the Internet Audience, 362
Seeking Standardization, 362 The Promise of Enhanced Tracking, 363
Buying Time and Space on the Internet, 364
Pricing Methods, 365 The Cost of Targeting, 368 Stretching Out the
Dollars, 368
The Global Impact of the Internet, 368
Other Interactive Media, 369
CD ROM Catalogs and Magazines, 369 Kiosks, 369 Interactive TV, 369
Targeted Television, 370
Direct Mail Advertising: The Addressable Medium, 370
Growth of Direct Mail, 370 Types of Direct Mail Advertising, 371
Using Direct Mail in the Media Mix, 3 72 Buying Direct Mail
Advertising, 372
Contents
chapter fourteen Out of Home, Trade Shows,
and Supplementary Media 378
Out of Home Media, 380
Outdoor Advertising, 380
Standardization of the Outdoor Advertising Business, 381 Types of
Outdoor Advertising, 382 Buying Outdoor Advertising, 385
Regulation of Outdoor Advertising, 386
Transit Advertising, 388
Types of Transit Advertising, 389 Buying Transit Advertising, 390
Other Out of Home Media, 391
Mobile Billboards, 391 Electronic Signs and Display Panels, 391
Parking Meters, Public Phones, and More, 392
Trade Shows, 392
Supplementary Media, 393
Specialty Advertising, 393 Directories and Yellow Pages, 394 Emerging
Media, 396 Other Media, 397
part 6 Integrating Marketing
Communications Elements
chapter fifteen Media Planning and Buying 400
Media Planning:
Integrating Science with Creativity in Advertising, 402
The Challenge, 403 The Role of Media in the Marketing
Framework, 408 The Media Planning Framework, 408
Defining Media Objectives, 408
Audience Objectives, 410 Message Distribution Objectives, 410
Optimizing Reach, Frequency, and Continuity: The Art
of Media Planning, 413
Developing a Media Strategy: The Media Mix, 414
Factors in the Media Strategy: The Five Ms, 414 Factors That Influence
Media Strategy Decisions, 415 Stating the Media Strategy, 420
Media Tactics: Selecting and Scheduling Media Vehicles, 420
Criteria for Selecting Individual Media Vehicles, 420 The Synergy of
Mixed Media, 423 Methods for Scheduling Media, 424 Computers in
Media Selection and Scheduling, 425
The Role of the Media Buyer, 426
Contents
chapter sixteen Relationship Building:
Direct Marketing, Personal
Selling, and Sales Promotion 430
The Importance of Relationship Marketing and IMC, 432
Understanding Direct Marketing, 433
The Role of Direct Marketing in IMC, 434
The Evolution of Direct Marketing, 435 The Impact of Databases on
Direct Marketing, 436 The Importance of Direct Marketing to IMC, 437
Drawbacks to Direct Marketing, 438
Types of Direct Marketing Activities, 439
Direct Sales, 439 Direct Response Advertising, 440
Personal Selling: The Human Medium, 442
Types of Personal Selling, 442 Advantages of Personal Selling, 443
Drawbacks of Personal Selling, 443 The Role of Personal Selling
in IMC, 444 Gathering Information, 444 Providing Information, 444
Fulfilling Orders, 444 Building Relationships, 445
The Role of Sales Promotion in IMC, 445
The Positive Effect of Sales Promotion on Brand Volume, 446
The Negative Effect of Sales Promotion on Brand Value, 447
Sales Promotion Strategies and Tactics, 448
Giving Brands a Push with Trade Promotions, 449, Using Consumer
Promotions to Pull Brands Through, 451
chapter seventeen Relationship Building:
Public Relations, Sponsorship,
and Corporate Advertising 458
The Role of Public Relations, 460
The Difference between Advertising and Public Relations, 461
Advertising and PR in the Eyes of Practitioners, 462
The Public Relations Job, 462
PR Planning and Research, 462 Reputation Management, 463
Other Public Relations Activities, 465 Public Relations Tools, 466
Sponsorships and Events, 469
The Growth of Sponsorship, 470 Benefits of Sponsorship, 471
Drawbacks of Sponsorship, 471 Types of Sponsorship, 471
Methods of Sponsorship, 474 Measuring Sponsorship Results, 474
Corporate Advertising, 475
Public Relations Advertising, 475 Corporate/Institutional
Advertising, 475 Corporate Identity Advertising, 477
Recruitment Advertising, 477
|
| adam_txt |
v
part 1 An Introduction to Advertising
chapter one Advertising Today
and How We Got Here 2
What Is Advertising?, 4
The Role of Advertising in Business, 5
What Is Marketing?, 6 Advertising and the Marketing Process, 6
Economics: The Growing Need for Advertising, 7
Principles of Free Market Economics, 7 Functions and Effects of
Advertising in a Free Economy, 8 The Evolution of Advertising as an
Economic Tool, 9 The Preindustrial Age, 9 The Industrializing Age, 11
The Industrial Age, 13 The Postindustrial Age, 15 The Interactive Age:
Looking at the Twenty first Century, 18
Society and Ethics: The Effects of Advertising, 20
chapter two The Economic, Social, and
Regulatory Aspects of Advertising 24
The Many Controversies about Advertising, 26
The Economic Impact of Advertising, 27
Effect on the Value of Products, 27 Effect on Prices, 29 Effect on
Competition, 30 Effect on Consumer Demand, 30 Effect on Consumer
Choice, 30 Effect on the Business Cycle, 31 The Abundance Principle:
The Economic Impact of Advertising in Perspective, 31
The Social Impact of Advertising, 32
Deception in Advertising, 32 The Subliminal Advertising My th, 33
The Effect of Advertising on Our Value System, 33 The Proliferation of
Advertising, 34 The Use of Stereotypes in Advertising, 36 Offensiveness
in Advertising, 36 The Social Impact of Advertising in Perspective, 38
Social Responsibility and Advertising Ethics, 39
Advertisers'Social Responsibility, 39 Ethics of Advertising, 40
Current Regulatory Issues Affecting U.S. Advertisers, 40
Freedom of Commercial Speech, 40 The Tobacco Advertising
Controversy, 41 The Issue of Advertising to Children, 42 Consumer
Privacy, 43
Federal Regulation of Advertising in North America, 43
The U.S. Federal Trade Commission, 44 The Food and Drug Administration
(FDA), 47 The Federal Communications Commission (FCC), 48
The Patent and Trademark Office and the Library of Congress, 49
Contents
State and Local Regulation, 50
Regulation by State Governments, 50 Regulation by Local Governments, 50
Nongovernment Regulation, 50
The Better Business Bureau (BBB), 51 The National Advertising Review
Council (NARC), 51 Regulation by the Media, 52 Regulation by
Consumer Groups, 53 Self Regulation by Advertisers and Ad Agencies, 54
Government Restraints on International Advertisers, 55
The Ethical and Legal Aspects of Advertising in Perspective, 55
chapter three The Advertising Industry 58
The Advertising Industry, 60
The Organizations in Advertising, 60 The People in Advertising, 60
The Advertisers (Clients), 60
Local Advertising: Where the Action Is, 61 Regional and National
Advertisers, 63 Transnational Advertisers, 68 Media Around the
World, 70
The Advertising Agency, 71
The Role of the Advertising Agency, 71 Types of Agencies, 72
What People in an Agency Do, 74 How Agencies Are Structured, 77
How Agencies Are Compensated, 78 The In House Agency, 80
The Client/Agency Relationship, 81
How Agencies Get Clients, 81 Factors Affecting the Client/Agency
Relationship, 84
The Suppliers in Advertising, 84
Art Studios and Web Designers, 85 Printers and Related Specialists, 85
Film and Video Houses, 85 Research Companies, 85
The Media of Advertising, 86
part 2 Understanding the Target Audience
chapter four Segmentation, Targeting,
and the Marketing Mix 90
The Larger Marketing Context of Advertising, 92
Customer Needs and Product Utility, 93 Exchanges: The Purpose of
Marketing and Advertising, 94
The Market Segmentation Process, 94
Types of Markets, 95 Segmenting the Consumer Market: Finding the
Right Niche, 96 Segmenting Business and Government Markets:
Understanding Organizational Buying Behavior, 103 Aggregating
Market Segments, 105
Contents
The Target Marketing Process, 107
Target Market Selection, 107 The Marketing Mix: A Strategy for Matching
Products to Markets, 109
Advertising and the Product Element, 109
Product Life Cycles, 109 Product Classifications, 111 Product
Positioning, 112 Product Differentiation, 112 Product Branding, 113
The Role of Branding, 114 Product Packaging, 114
Advertising and the Price Element, 115
Key Factors Influencing Price, 115
Advertising and the Distribution (Place) Element, 115
Direct Distribution, 115 Indirect Distribution, 117
Advertising and the Promotion (Communication) Element, 118
The Marketing Mix in Perspective, 119
chapter five Communication and Consumer
Behavior 122
Communication: What Makes Advertising Unique, 124
The Human Communication Process, 124 Applying the Communication
Process to Advertising, 125
Consumer Behavior: The Key to Advertising Strategy, 126
The Importance of Knowing the Consumer, 127 The Consumer Decision
Process: An Overview, 127
Personal Processes in Consumer Behavior, 129
The Consumer Perception Process, 129 Learning and Persuasion:
How Consumers Process Information, 132 The Consumer Motivation
Process, 136
Interpersonal Influences on Consumer Behavior, 139
Family Influence, 139 Societal Influence, 139 Cultural and
Subcultural Influence, 142
The Purchase Decision and Postpurchase Evaluation, 144
Different Responses from Different Products, 146
part 3 The Planning Process
chapter six Account Planning and Research 150
The Account Planner as Consumer Advocate, 152
The Need for Research in Marketing and Advertising, 153
What Is Marketing Research?, 153 What Is Advertising Research?, 154
Advertising Strategy Research, 155 Developing Creative Concepts, 157
Pretesting and Posttesting, 158
Contents
Steps in the Research Process, 159
Step 1: Analyzing the Situation and Defining the Problem, 159 Step 2:
Conducting Informal (Exploratory) Research, 159 Step 3: Establishing
Research Objectives, 161 Step 4: Conducting Formal Research, 162
Step 5: Interpreting and Reporting the Findings, 169
Important Issues in Advertising Research, 169
Considerations in Conducting Formal Quantitative Research, 169
Collecting Primary Data in International Markets, 173
chapter seven Developing Marketing
and Advertising Plans 176
The Marketing Plan, 178
The Importance of Marketing Planning, 178 The Effect of the Marketing
Plan on Advertising, 178 Top Down Marketing, 179 Bottom Up
Marketing: How Small Companies Plan, 184
The New Marketing Mantra: Relationship Marketing, 184
The Importance of Relationships, 186 Levels of Relationships, 187
Using IMC to Make Relationships Work, 188
IMC: The Concept and the Process, 188 The Dimensions of IMC, 191
The IMC Approach to Marketing and Advertising Planning, 192
The Importance of IMC to the Study of Advertising, 192
The Advertising Plan, 192
Reviewing the Marketing Plan, 193 Setting Advertising Objectives, 193
Determining the Advertising Strategy, 196 Allocating Funds fen
Advertising, 196 Advertising: An Investment in Future Sales, 197
Methods of Allocating Funds, 198
part 4 The Creative Process
chapter eight Creative Strategy
and the Creative Process 204
The Creative Team:
The Authors and Encoders of Advertising, 207
What Makes Great Advertising?, 207
The Resonance Dimension, 208 The Relevance Dimension, 209
Formulating Creative Strategy:
The Key to Great Advertising, 209
Writing the Creative Strategy, 210 Elements of Message Strategy, 212
How Creativity Enhances Advertising, 213
What Is Creativity?, 213 The Role of Creativity in Advertising, 213
Understanding Creative Thinking, 215
Contents
The Creative Process, 217
The Explorer Role: Gathering Information, 217
Develop an Insight Outlook, 218 Know the Objective, 218
Brainstorm, 218
The Artist Role:
Developing and Implementing the Big Idea, 218
Task 1: Develop the Big Idea, 219 Task 2: Implement the Big Idea, 222
The Creative Pyramid: A Guide to Formulating Copy and Art, 222
The Judge Role: Decision Time, 226
The Warrior Role: Overcoming Setbacks and Obstacles, 228
chapter nine Creative Execution: Art and Copy 232
Delivering on the Big Idea: The Visual and the Verbal, 234
The Art of Creating Print Advertising, 234
Designing the Print Ad, 235 The Use of Layouts, 235 Advertising
Design and Production: The Creative and Approval Process, 235 Effect of
Computers on Graphic Design, 238 Principles of Design: Which Design
Formats Work Best, 238 The Use of Visuals in Print Advertising, 242
Copywriting and Formats for Print Advertising, 244
Headlines, 244 Subheads, 247 Body Copy, 248 Slogans, 250
Seals, Logos, and Signatures, 250
Copywriting for Electronic Media, 251
Writing Radio Copy, 251 Writing Television Copy, 252
The Role of Art in Radio and TV Advertising, 253
Developing the Artistic Concept for Commercials, 254 Formats for
Radio and TV Commercials, 254 Basic Mechanics ofStoryboard
Development, 257
Writing for the Web, 259
Creating Ads for International Markets, 260
Translating Copy, 260 Art Direction for International Markets, 261
Legal Restraints on International Advertisers, 262
chapter ten Producing Ads for Print, Electronic,
and Digital Media 266
Managing the Advertising Production Process, 268
The Role of the Production Manager or Producer, 268 Managing
Production Costs, 269
The Print Production Process, 271
The Preproduction Phase:Planning the Project, 271 The Production
Phase: Creating the Artwork, 272 The Prepress Phase: Stripping, Negs,
Contents
and Plates, 2 76 The Duplication and Distribution Phase: Printing,
Binding, and Shipping, 277
Quality Control in Print Production, 279
Production Phase Quality Issues, 279 Prepress Quality Issues, 279
The Radio Commercial Production Process, 280
Preproduction, 281 Production: Cutting the Spot, 282 Postproduction:
Finishing the Spot, 282
The Television Commercial Production Process, 283
The Role of the Commercial Producer, 283 The Preproduction
Phase, 283 Production: The Shoot, 286 Postproduction, 287
Producing Advertising for Digital Media, 288
The Emergence of Digital Media, 289 The Role of Digital Media
in Advertising, 290 The People Who Produce Digital Media
Advertising, 290 The Production Process, 291
part 5 Reaching the Target Audience
chapter eleven Print Advertising 294
Selecting Media, 296
Using Magazines in the Creative Mix, 297
The Pros and Cons of Magazine Advertising, 297 Special Possibilities
with Magazines, 297 How Magazines Are Categorized, 299
Buying Magazine Space, 302
Understanding Magazine Circulation, 302 Reading Rate Cards, 304
Using Newspapers in the Creative Mix, 306
Who Uses Newspapers?, 306 The Pros and Cons of Newspaper
Advertising, 307 How Newspapers Are Categorized, 307 Types
of Newspaper Advertising, 309
How Advertisers Buy Newspaper Space, 311
Understanding Readership and Circulation, 311 Co ops and
Networks, 314 Insertion Orders and Tearsheets, 314
Print: A Worldwide Medium, 315
Print Media and New Technologies, 316
chapter twelve Electronic Media:
Television and Radio 320
Electronic Media, 322
Contents
The Medium of Television, 322
Broadcast TV, 323 Cable TV 323 TV Audience Trends, 324
The Impact of Technology, 326 The Use of Television in IMC, 327
Types of TV Advertising, 328
TV Audience Measurement, 332
Rating Services, 332 Cable Ratings, 333 Defining Television
Markets, 334 Dayparts, 334 Audience Measurements, 335
Gross Rating Points, 33 7
Buying Television Time, 337
Requesting Avails, 337 Selecting Programs for Buys, 338
Negotiating Prices and Contracts, 338
Advertising on Video Rentals, 338
The Medium of Radio, 339
Who Uses Radio?, 339 The Use of Radio in IMC, 339
Radio Programming and Audiences, 340
Buying Radio Time, 342
Types of Radio Advertising, 342 Radio Terminology, 343 The Seven
Steps in Preparing a Radio Schedule, 345
chapter thirteen Digital Interactive Media
and Direct Mail 348
Digital Interactive Media, 350
The Internet as a Medium, 352
The Evolution of the Internet, 352 The Internet Audience, 355
How People Access the Net, 357 Types of Internet Advertising, 357
Using the Internet in IMC, 360
Measuring the Internet Audience, 362
Seeking Standardization, 362 The Promise of Enhanced Tracking, 363
Buying Time and Space on the Internet, 364
Pricing Methods, 365 The Cost of Targeting, 368 Stretching Out the
Dollars, 368
The Global Impact of the Internet, 368
Other Interactive Media, 369
CD ROM Catalogs and Magazines, 369 Kiosks, 369 Interactive TV, 369
Targeted Television, 370
Direct Mail Advertising: The Addressable Medium, 370
Growth of Direct Mail, 370 Types of Direct Mail Advertising, 371
Using Direct Mail in the Media Mix, 3 72 Buying Direct Mail
Advertising, 372
Contents
chapter fourteen Out of Home, Trade Shows,
and Supplementary Media 378
Out of Home Media, 380
Outdoor Advertising, 380
Standardization of the Outdoor Advertising Business, 381 Types of
Outdoor Advertising, 382 Buying Outdoor Advertising, 385
Regulation of Outdoor Advertising, 386
Transit Advertising, 388
Types of Transit Advertising, 389 Buying Transit Advertising, 390
Other Out of Home Media, 391
Mobile Billboards, 391 Electronic Signs and Display Panels, 391
Parking Meters, Public Phones, and More, 392
Trade Shows, 392
Supplementary Media, 393
Specialty Advertising, 393 Directories and Yellow Pages, 394 Emerging
Media, 396 Other Media, 397
part 6 Integrating Marketing
Communications Elements
chapter fifteen Media Planning and Buying 400
Media Planning:
Integrating Science with Creativity in Advertising, 402
The Challenge, 403 The Role of Media in the Marketing
Framework, 408 The Media Planning Framework, 408
Defining Media Objectives, 408
Audience Objectives, 410 Message Distribution Objectives, 410
Optimizing Reach, Frequency, and Continuity: The Art
of Media Planning, 413
Developing a Media Strategy: The Media Mix, 414
Factors in the Media Strategy: The Five Ms, 414 Factors That Influence
Media Strategy Decisions, 415 Stating the Media Strategy, 420
Media Tactics: Selecting and Scheduling Media Vehicles, 420
Criteria for Selecting Individual Media Vehicles, 420 The Synergy of
Mixed Media, 423 Methods for Scheduling Media, 424 Computers in
Media Selection and Scheduling, 425
The Role of the Media Buyer, 426
Contents
chapter sixteen Relationship Building:
Direct Marketing, Personal
Selling, and Sales Promotion 430
The Importance of Relationship Marketing and IMC, 432
Understanding Direct Marketing, 433
The Role of Direct Marketing in IMC, 434
The Evolution of Direct Marketing, 435 The Impact of Databases on
Direct Marketing, 436 The Importance of Direct Marketing to IMC, 437
Drawbacks to Direct Marketing, 438
Types of Direct Marketing Activities, 439
Direct Sales, 439 Direct Response Advertising, 440
Personal Selling: The Human Medium, 442
Types of Personal Selling, 442 Advantages of Personal Selling, 443
Drawbacks of Personal Selling, 443 The Role of Personal Selling
in IMC, 444 Gathering Information, 444 Providing Information, 444
Fulfilling Orders, 444 Building Relationships, 445
The Role of Sales Promotion in IMC, 445
The Positive Effect of Sales Promotion on Brand Volume, 446
The Negative Effect of Sales Promotion on Brand Value, 447
Sales Promotion Strategies and Tactics, 448
Giving Brands a Push with Trade Promotions, 449, Using Consumer
Promotions to Pull Brands Through, 451
chapter seventeen Relationship Building:
Public Relations, Sponsorship,
and Corporate Advertising 458
The Role of Public Relations, 460
The Difference between Advertising and Public Relations, 461
Advertising and PR in the Eyes of Practitioners, 462
The Public Relations Job, 462
PR Planning and Research, 462 Reputation Management, 463
Other Public Relations Activities, 465 Public Relations Tools, 466
Sponsorships and Events, 469
The Growth of Sponsorship, 470 Benefits of Sponsorship, 471
Drawbacks of Sponsorship, 471 Types of Sponsorship, 471
Methods of Sponsorship, 474 Measuring Sponsorship Results, 474
Corporate Advertising, 475
Public Relations Advertising, 475 Corporate/Institutional
Advertising, 475 Corporate Identity Advertising, 477
Recruitment Advertising, 477 |
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| id | DE-604.BV022309989 |
| illustrated | Illustrated |
| index_date | 2024-07-02T16:58:10Z |
| indexdate | 2024-07-09T20:54:42Z |
| institution | BVB |
| isbn | 9780073136660 0073136662 |
| language | English |
| lccn | 2005057672 |
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| physical | xxviii, 558 p. ill. (chiefly col.), map 28 cm |
| publishDate | 2007 |
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| publisher | McGraw-Hill Irwin |
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| spelling | Arens, William F. Verfasser aut Essentials of contemporary advertising William F. Arens, David H. Schaefer Boston [u.a.] McGraw-Hill Irwin 2007 xxviii, 558 p. ill. (chiefly col.), map 28 cm txt rdacontent n rdamedia nc rdacarrier Includes bibliographical references (p. 506-521) and indexes Advertising Werbung (DE-588)4065541-6 gnd rswk-swf Werbung (DE-588)4065541-6 s DE-604 Schaefer, David H. Verfasser aut http://www.loc.gov/catdir/enhancements/fy0626/2005057672-d.html Publisher description http://www.loc.gov/catdir/enhancements/fy0626/2005057672-t.html Table of contents HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=015519822&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Arens, William F. Schaefer, David H. Essentials of contemporary advertising Advertising Werbung (DE-588)4065541-6 gnd |
| subject_GND | (DE-588)4065541-6 |
| title | Essentials of contemporary advertising |
| title_auth | Essentials of contemporary advertising |
| title_exact_search | Essentials of contemporary advertising |
| title_exact_search_txtP | Essentials of contemporary advertising |
| title_full | Essentials of contemporary advertising William F. Arens, David H. Schaefer |
| title_fullStr | Essentials of contemporary advertising William F. Arens, David H. Schaefer |
| title_full_unstemmed | Essentials of contemporary advertising William F. Arens, David H. Schaefer |
| title_short | Essentials of contemporary advertising |
| title_sort | essentials of contemporary advertising |
| topic | Advertising Werbung (DE-588)4065541-6 gnd |
| topic_facet | Advertising Werbung |
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