Advertising: what everyone needs to know
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
New York, NY
Oxford University Press
[2017]
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | xiii, 229 Seiten |
| ISBN: | 9780190625894 9780190625887 |
Internformat
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Datensatz im Suchindex
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|---|---|
| adam_text | CONTENTS
Introduction 1
Chapter 1. From Advertising to Marketing 5
What Is advertising? 5
Do ali companies or organizations use advertising? 6
How do they come up with the ideas for advertising? 7
is there more than one type of advertising? 10
is there a difference between advertising and marketing? 11
What is the difference between public relations and advertising? 13
Why has public relations become so central to marketing? 15
What is branding? 16
Why is branding so pervasive? 17
Why is branding so important to consumers? 19
What is the goaf of advertising? 21
How do advertisers get us to buy their products? 21
Can advertisers get us to buy a product that we don’t want? 22
Chapter 2. The Business of Advertising 25
What is the economic impact of advertising? 25
How much money is spent on advertising in the United States? 26
viii Contents
What about worldwide spending? 26
Who is the biggest advertiser? 27
Who are other predominant advertisers? 30
What are the most advertised brands in the United States? 32
What is the relationship between advertising and the media? 32
How is advertising spending distributed across different media
formats, such as television, print, and digital? 37
What is the impact of digital media on advertising spending? 38
How much does advertising cost? 38
Why is advertising so expensive? 40
How do advertising agencies make money? 41
Who pays the advertising agency? 43
Who are the major media companies that depend on advertising
revenue? 43
Are media still heavily dependent on advertising? 46
How are television networks making up the advertising revenue lost
to digital media? 47
How is the advertising business structured? 49
How much time do we spend with media and why does that matter? 51
Chapter 3. Consumer Behavior 55
What is consumer behavior? 55
When did advertising become based in psychology? 56
How do advertisers discover these consumer insights? 59
How do we decide what to buy? 64
What influences our purchase choices? 66
What are demographics? 66
What are some of the key demographic cohorts? 67
Are women more important to advertisers than men? 75
What are psychographics? 76
Why do advertisers break up the population into groups? 79
Contents ix
fs that why media are designed for different audiences? 81
What are target audiences? 81
Do marketers oniy want to reach buyers? 82
What is the ultimate goal of prying into our persona! lives? 84
Chapter 4. Creative 87
What constitutes good advertising? 87
What are some examples of good advertising? 87
Is there a best commercial of all time? 88
What is the process for deconstructing an ad so I can analyze it myself? 89
What are the three elements of advertising? 92
How does a company decide on a competitive strategy? 92
How does targeting get translated into creative executions? 94
What is positioning? 96
Who is responsible for creating advertising? 99
How do marketers decide what to put in an ad? 99
What exactly is contained in a creative brief? 99
Can you give some creative case studies demonstrating the path
from problem to execution? 100
Are there standard formats for print advertising? 105
What about commercials? 105
How is creative execution changing because of digitai marketing? 107
What other new strategies have gained popularity because of digital? 109
What is lifestyle branding and how does that affect execution? 109
What is experiential marketing? 110
What do you mean by influencers? 113
Is creating controversy a good creative strategy? 113
What is the most important thing an ad has to do? 114
I’ve heard that using animals and babies is the best way to get
attention. Is that still true? 114
Does sex sell? 115
x Contents
Chapter 5. Advertising and Society 117
What is the leading criticism against advertising? 117
How does advertising impact television programming? 118
Do we really see thousands of ads every day? 118
So how much advertising do we see? 119
Can companies lie in advertising? 120
What if an advertiser gets caught in a He? 121
What if the ad isn’t lying, but its not really honest either? 122
What are some of the underlying assumptions of advertising and
what are its consequences? 124
Is there any way for companies to work outside of the quarteriy
reporting system? 125
Why should we be particularly concerned about the impact of
advertising dn children? 125
Why has marketing to children proliferated? 126
How are children marketed to? 127
What is the interconnection among women, body image, and
advertising? 129
Does marketing affect social institutions in addition to individuals? 133
How does marketing change the way we think about universities
and what is the impact on higher education? 134
What is the impact of marketing on religion? 137
Why do marketers use philanthropy to get us to buy? 140
How does promoted philanthropy play out in the marketplace? 141
Is this cause-related marketing? 142
How is advertising used in politics? 144
Can emotions, specifically happiness, be marketed? 146
Why do we have a fascination with hoarders? 146
Chapter 6. Media: Advertising’s Everywhere 149
How do marketers decide where to advertise? 149
What is media planning? 149
Contents
xi
What is the difference between media planners and media buyers? 152
What are the different types of media that advertisers use? 152
Which medium is the most important for advertisers? 153
How do media planners know who watches a TV show? 154
How do media planners know who reads a particular magazine? 155
Are there other considerations beyond where to place the advertising? 156
What determines the cost of a TV ad? 157
Is cost determined differently with other media ? 158
Why is there a difference between broadcast and cable television
advertising? 158
How does the difference between broadcasting and cable affect
how commercials are purchased? 160
What are dayparts? 162
How has advertising changed with the introduction of digital
technologies? 162
What is paid, owned, and earned media? 163
What is big data? 163
How does big data relate to ad sales? 164
How do cookies work? 165
What is programmatic media buying? 165
How did the transition to programmatic occur? 166
What is the interrelationship among data brokers, ad exchanges,
and programmatic buying? 169
Doesn’t this mean that the content no longer matters? 173
Are there other media that advertisers use in addition to television,
print, and digital? 174
What is product placement exactly and why is it so important
to understand? 174
Do we perceive product placement the same way we look
at commercials ? 176
How does product placement work online? 177
So if digital advertising, and particularly product seeding, is so
effective, why do advertisers stiff use other media? 178
Can we expect advertising to continue to be wherever the eye can see? 179
xii Contents
Chapter 7. Advertising in the Digital Age 181
How come ads seem to follow me around the Internet? 181
And how can ads follow me from one device to another? 181
When I am being tracked, do marketers really know that it is me
byname? 183
Can advertisers connect my online activity with what I do
in the real world? 185
What are the other issues associated with big data? 186
Is there a way to stop marketers from tracking me? 189
What are ad blockers? 189
What is stealth marketing and why has it proliferated? 190
What is native advertising? 190
Can you give some examples of in-feed ads? 191
Who uses custom native advertising and what does it look like? 193
But aren t native ads obvious? 195
So how can we know that an article or video is advertising? 196
How pervasive is native advertising? 197
Are there any regulations for native advertising? 197
What is the difference between native ads and content marketing? 198
Is there a way to spot content marketing? 201
Are there other forms of stealth marketing we might not be
aware of? 203
Is social media connected to the success of this format? 203
Why does some content go viral? 206
What is real· time marketing? 208
But why do we share? 208
Can we share too much? 209
What is the connection between social media and customer
relationship marketing? 210
How is this affecting advertising on legacy media? 211
What are the consequences of digital advertising on content? 212
Contents xijj
/5 this the end of the free Internet?
What is the future of advertising apt to look like?
213
214
APPENDIX
INDEX
217
223
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| title | Advertising what everyone needs to know |
| title_auth | Advertising what everyone needs to know |
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| topic_facet | Gesellschaft Advertising Social aspects Advertising Werbung |
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