The advertising business :: operations, creativity, media planning, integrated communications /
The contributors to this volume are a mixture of academics and professionals from around the world. They address agency operation, creativity, media planning, operations and speciality advertising.
Gespeichert in:
| Weitere Verfasser: | |
|---|---|
| Format: | Elektronisch E-Book |
| Sprache: | English |
| Veröffentlicht: |
Thousand Oaks, Calif. :
Sage Publications,
©1999.
|
| Schlagworte: | |
| Online-Zugang: | Volltext |
| Zusammenfassung: | The contributors to this volume are a mixture of academics and professionals from around the world. They address agency operation, creativity, media planning, operations and speciality advertising. |
| Beschreibung: | 1 online resource (548 pages) : illustrations (some color) |
| Bibliographie: | Includes bibliographical references and indexes. |
| ISBN: | 9781452264646 1452264643 9781452231440 1452231443 9780761912385 076191238X |
| Zugangseinschränkungen: | Legal Deposit; |
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| 245 | 0 | 4 | |a The advertising business : |b operations, creativity, media planning, integrated communications / |c edited by John Philip Jones. |
| 260 | |a Thousand Oaks, Calif. : |b Sage Publications, |c ©1999. | ||
| 300 | |a 1 online resource (548 pages) : |b illustrations (some color) | ||
| 336 | |a text |b txt |2 rdacontent | ||
| 337 | |a computer |b c |2 rdamedia | ||
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| 504 | |a Includes bibliographical references and indexes. | ||
| 520 | 8 | |a The contributors to this volume are a mixture of academics and professionals from around the world. They address agency operation, creativity, media planning, operations and speciality advertising. | |
| 505 | 0 | |a Introduction -- John Philip Jones; The Advertising Business; PART ONE: HOW AGENCIES OPERATE; Agency Management -- Eric Mower; Some Secrets; The Account Executive in an Advertising Agency -- Jay Quinn; Account Planning -- Nicholas Staveley; A British Perspective; Account Planning -- Damian O'Malley; An American Perspective; The Advertising Creative Process -- Jeremy Bullmore; The Art Director -- John L Sellers; Budgeting for Advertising and the Advertising-Intensiveness Curve -- John Philip Jones; Advertising Media -- Carla V Lloyd; A Changing Marketplace; The Media Buyer in the Advertising Agency -- Debra L Merskin; Advertising Agency Compensation Systems -- Rana S Said; New Business Activity -- Randall Rothenberg; Account Reviews; The Culture of an Advertising Agency -- John Philip Jones; PART TWO: CREATIVE ASPECTS; Strategy in Advertising -- John Philip Jones; Television Advertising. | |
| 505 | 0 | |a Herbert E Krugman; Learning without Involvement; Humor in Television Advertising -- Jeremy Bullmore; A Practitioner's View; Humor in Television Advertising -- Paula Pierce; A Researcher's View; Celebrities in Advertising -- Abhilasha Mehta; Emotion and Advertising -- Esther Thorson; Hierarchies of Effect -- John Philip Jones; Advertising Theories; Cognitive Dissonance and Selective Perception -- Carri Brown, | |
| 505 | 0 | |a Betzi-Lynn Hanc and Nujchayada Pangsapa; Their Relevance to Advertising; The Creative Characteristics of Successful Television Advertising -- John Philip Jones; Comparative Advertising -- Jan S Slater; The Unique Selling Proposition and Usage-Pull -- John Philip Jones; Truth and Weasels -- David Ogilvy; Television Production Costs -- Jan S Slater; PART THREE: MEDIA ASPECTS; Media-Medium-Mediorum -- Stephen P Phelps; Media Definitions; Television Advertising -- Erwin Ephron; Continuity Scheduling (Advertising without Gaps); What Does Effective Frequency Mean Today? -- John Philip Jones; Barter Syndication -- Brian Philip Webster; Cable Television -- Jeremiah L Rosen, | |
| 505 | 0 | |a Laura A York and Aileen (Shih-I) Ku; PART FOUR: SALES PROMOTIONS AND SPECIALIST MEDIA; Trends in Promotions -- John Philip Jones; Integrated Marketing Communications and How It Relates to Traditional Media Advertising -- Don E Schultz; Integrated Marketing Communications in Practice -- John Deighton; A Roadmap to On-line Marketing Strategy -- Rex Briggs; Direct Marketing -- Sidney C Liebenson; Direct-Response Advertising -- Emily Soell; Creative Principles; Promotions and Advertising -- John Philip Jones; Comparison of Effectiveness; Specialty Advertising -- William H Bolen; Event Marketing -- Shirley F Taylor and Peggy H Cunningham; Sports Advertising and the Super Bowl -- Rick Burton; Business-to-Business Advertising -- Beth E Barnes; Product Packaging -- Jan S Slater; The Silent Salesman; Public Relations and Advertising -- Ian R Bruce; PART FIVE: LEGISLATION AND ETHICS; The Supreme Court of the United States. | |
| 505 | 0 | |a And the First Amendment Protection of Advertising -- Jay B Wright; Ethics of Advertising -- Peggy H Cunningham; Oxymoron or Good Business Practice? | |
| 506 | 1 | |a Legal Deposit; |c Only available on premises controlled by the deposit library and to one user at any one time; |e The Legal Deposit Libraries (Non-Print Works) Regulations (UK). |5 WlAbNL | |
| 650 | 0 | |a Advertising |z United States. | |
| 650 | 0 | |a Advertising. |0 http://id.loc.gov/authorities/subjects/sh85001086 | |
| 650 | 0 | |a Publicity. |0 http://id.loc.gov/authorities/subjects/sh85108869 | |
| 650 | 2 | |a Advertising | |
| 650 | 6 | |a Publicité |z États-Unis. | |
| 650 | 6 | |a Publicité. | |
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| 650 | 7 | |a Publicity |2 fast | |
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| 650 | 7 | |a Publicité. |2 ram | |
| 700 | 1 | |a Jones, John Philip. | |
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Datensatz im Suchindex
| DE-BY-FWS_katkey | ZDB-4-EBU-ocn808342268 |
|---|---|
| _version_ | 1816796905437396992 |
| adam_text | |
| any_adam_object | |
| author2 | Jones, John Philip |
| author2_role | |
| author2_variant | j p j jp jpj |
| author_facet | Jones, John Philip |
| author_sort | Jones, John Philip |
| building | Verbundindex |
| bvnumber | localFWS |
| callnumber-first | H - Social Science |
| callnumber-label | HF5813 |
| callnumber-raw | HF5813.U6 A635 1999eb |
| callnumber-search | HF5813.U6 A635 1999eb |
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| callnumber-subject | HF - Commerce |
| collection | ZDB-4-EBU |
| contents | Introduction -- John Philip Jones; The Advertising Business; PART ONE: HOW AGENCIES OPERATE; Agency Management -- Eric Mower; Some Secrets; The Account Executive in an Advertising Agency -- Jay Quinn; Account Planning -- Nicholas Staveley; A British Perspective; Account Planning -- Damian O'Malley; An American Perspective; The Advertising Creative Process -- Jeremy Bullmore; The Art Director -- John L Sellers; Budgeting for Advertising and the Advertising-Intensiveness Curve -- John Philip Jones; Advertising Media -- Carla V Lloyd; A Changing Marketplace; The Media Buyer in the Advertising Agency -- Debra L Merskin; Advertising Agency Compensation Systems -- Rana S Said; New Business Activity -- Randall Rothenberg; Account Reviews; The Culture of an Advertising Agency -- John Philip Jones; PART TWO: CREATIVE ASPECTS; Strategy in Advertising -- John Philip Jones; Television Advertising. Herbert E Krugman; Learning without Involvement; Humor in Television Advertising -- Jeremy Bullmore; A Practitioner's View; Humor in Television Advertising -- Paula Pierce; A Researcher's View; Celebrities in Advertising -- Abhilasha Mehta; Emotion and Advertising -- Esther Thorson; Hierarchies of Effect -- John Philip Jones; Advertising Theories; Cognitive Dissonance and Selective Perception -- Carri Brown, Betzi-Lynn Hanc and Nujchayada Pangsapa; Their Relevance to Advertising; The Creative Characteristics of Successful Television Advertising -- John Philip Jones; Comparative Advertising -- Jan S Slater; The Unique Selling Proposition and Usage-Pull -- John Philip Jones; Truth and Weasels -- David Ogilvy; Television Production Costs -- Jan S Slater; PART THREE: MEDIA ASPECTS; Media-Medium-Mediorum -- Stephen P Phelps; Media Definitions; Television Advertising -- Erwin Ephron; Continuity Scheduling (Advertising without Gaps); What Does Effective Frequency Mean Today? -- John Philip Jones; Barter Syndication -- Brian Philip Webster; Cable Television -- Jeremiah L Rosen, Laura A York and Aileen (Shih-I) Ku; PART FOUR: SALES PROMOTIONS AND SPECIALIST MEDIA; Trends in Promotions -- John Philip Jones; Integrated Marketing Communications and How It Relates to Traditional Media Advertising -- Don E Schultz; Integrated Marketing Communications in Practice -- John Deighton; A Roadmap to On-line Marketing Strategy -- Rex Briggs; Direct Marketing -- Sidney C Liebenson; Direct-Response Advertising -- Emily Soell; Creative Principles; Promotions and Advertising -- John Philip Jones; Comparison of Effectiveness; Specialty Advertising -- William H Bolen; Event Marketing -- Shirley F Taylor and Peggy H Cunningham; Sports Advertising and the Super Bowl -- Rick Burton; Business-to-Business Advertising -- Beth E Barnes; Product Packaging -- Jan S Slater; The Silent Salesman; Public Relations and Advertising -- Ian R Bruce; PART FIVE: LEGISLATION AND ETHICS; The Supreme Court of the United States. And the First Amendment Protection of Advertising -- Jay B Wright; Ethics of Advertising -- Peggy H Cunningham; Oxymoron or Good Business Practice? |
| ctrlnum | (OCoLC)808342268 |
| 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 | Electronic eBook |
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| geographic | United States fast https://id.oclc.org/worldcat/entity/E39PBJtxgQXMWqmjMjjwXRHgrq |
| geographic_facet | United States |
| id | ZDB-4-EBU-ocn808342268 |
| illustrated | Illustrated |
| indexdate | 2024-11-26T14:49:06Z |
| institution | BVB |
| isbn | 9781452264646 1452264643 9781452231440 1452231443 9780761912385 076191238X |
| language | English |
| oclc_num | 808342268 |
| open_access_boolean | |
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| owner_facet | MAIN DE-863 DE-BY-FWS |
| physical | 1 online resource (548 pages) : illustrations (some color) |
| psigel | ZDB-4-EBU |
| publishDate | 1999 |
| publishDateSearch | 1999 |
| publishDateSort | 1999 |
| publisher | Sage Publications, |
| record_format | marc |
| spelling | The advertising business : operations, creativity, media planning, integrated communications / edited by John Philip Jones. Thousand Oaks, Calif. : Sage Publications, ©1999. 1 online resource (548 pages) : illustrations (some color) text txt rdacontent computer c rdamedia online resource cr rdacarrier Includes bibliographical references and indexes. The contributors to this volume are a mixture of academics and professionals from around the world. They address agency operation, creativity, media planning, operations and speciality advertising. Introduction -- John Philip Jones; The Advertising Business; PART ONE: HOW AGENCIES OPERATE; Agency Management -- Eric Mower; Some Secrets; The Account Executive in an Advertising Agency -- Jay Quinn; Account Planning -- Nicholas Staveley; A British Perspective; Account Planning -- Damian O'Malley; An American Perspective; The Advertising Creative Process -- Jeremy Bullmore; The Art Director -- John L Sellers; Budgeting for Advertising and the Advertising-Intensiveness Curve -- John Philip Jones; Advertising Media -- Carla V Lloyd; A Changing Marketplace; The Media Buyer in the Advertising Agency -- Debra L Merskin; Advertising Agency Compensation Systems -- Rana S Said; New Business Activity -- Randall Rothenberg; Account Reviews; The Culture of an Advertising Agency -- John Philip Jones; PART TWO: CREATIVE ASPECTS; Strategy in Advertising -- John Philip Jones; Television Advertising. Herbert E Krugman; Learning without Involvement; Humor in Television Advertising -- Jeremy Bullmore; A Practitioner's View; Humor in Television Advertising -- Paula Pierce; A Researcher's View; Celebrities in Advertising -- Abhilasha Mehta; Emotion and Advertising -- Esther Thorson; Hierarchies of Effect -- John Philip Jones; Advertising Theories; Cognitive Dissonance and Selective Perception -- Carri Brown, Betzi-Lynn Hanc and Nujchayada Pangsapa; Their Relevance to Advertising; The Creative Characteristics of Successful Television Advertising -- John Philip Jones; Comparative Advertising -- Jan S Slater; The Unique Selling Proposition and Usage-Pull -- John Philip Jones; Truth and Weasels -- David Ogilvy; Television Production Costs -- Jan S Slater; PART THREE: MEDIA ASPECTS; Media-Medium-Mediorum -- Stephen P Phelps; Media Definitions; Television Advertising -- Erwin Ephron; Continuity Scheduling (Advertising without Gaps); What Does Effective Frequency Mean Today? -- John Philip Jones; Barter Syndication -- Brian Philip Webster; Cable Television -- Jeremiah L Rosen, Laura A York and Aileen (Shih-I) Ku; PART FOUR: SALES PROMOTIONS AND SPECIALIST MEDIA; Trends in Promotions -- John Philip Jones; Integrated Marketing Communications and How It Relates to Traditional Media Advertising -- Don E Schultz; Integrated Marketing Communications in Practice -- John Deighton; A Roadmap to On-line Marketing Strategy -- Rex Briggs; Direct Marketing -- Sidney C Liebenson; Direct-Response Advertising -- Emily Soell; Creative Principles; Promotions and Advertising -- John Philip Jones; Comparison of Effectiveness; Specialty Advertising -- William H Bolen; Event Marketing -- Shirley F Taylor and Peggy H Cunningham; Sports Advertising and the Super Bowl -- Rick Burton; Business-to-Business Advertising -- Beth E Barnes; Product Packaging -- Jan S Slater; The Silent Salesman; Public Relations and Advertising -- Ian R Bruce; PART FIVE: LEGISLATION AND ETHICS; The Supreme Court of the United States. And the First Amendment Protection of Advertising -- Jay B Wright; Ethics of Advertising -- Peggy H Cunningham; Oxymoron or Good Business Practice? Legal Deposit; Only available on premises controlled by the deposit library and to one user at any one time; The Legal Deposit Libraries (Non-Print Works) Regulations (UK). WlAbNL Advertising United States. Advertising. http://id.loc.gov/authorities/subjects/sh85001086 Publicity. http://id.loc.gov/authorities/subjects/sh85108869 Advertising Publicité États-Unis. Publicité. advertising. aat BUSINESS & ECONOMICS Advertising & Promotion. bisacsh Publicity fast Advertising fast United States fast https://id.oclc.org/worldcat/entity/E39PBJtxgQXMWqmjMjjwXRHgrq Reclamebureaus. gtt Reclame-industrie. gtt Publicité États-Unis. ram Publicité. ram Jones, John Philip. has work: The advertising business (Text) https://id.oclc.org/worldcat/entity/E39PCGPjvP3JFCcdfcqd48Q44q https://id.oclc.org/worldcat/ontology/hasWork Print version 9780761912392 FWS01 ZDB-4-EBU FWS_PDA_EBU https://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&AN=474658 Volltext |
| spellingShingle | The advertising business : operations, creativity, media planning, integrated communications / Introduction -- John Philip Jones; The Advertising Business; PART ONE: HOW AGENCIES OPERATE; Agency Management -- Eric Mower; Some Secrets; The Account Executive in an Advertising Agency -- Jay Quinn; Account Planning -- Nicholas Staveley; A British Perspective; Account Planning -- Damian O'Malley; An American Perspective; The Advertising Creative Process -- Jeremy Bullmore; The Art Director -- John L Sellers; Budgeting for Advertising and the Advertising-Intensiveness Curve -- John Philip Jones; Advertising Media -- Carla V Lloyd; A Changing Marketplace; The Media Buyer in the Advertising Agency -- Debra L Merskin; Advertising Agency Compensation Systems -- Rana S Said; New Business Activity -- Randall Rothenberg; Account Reviews; The Culture of an Advertising Agency -- John Philip Jones; PART TWO: CREATIVE ASPECTS; Strategy in Advertising -- John Philip Jones; Television Advertising. Herbert E Krugman; Learning without Involvement; Humor in Television Advertising -- Jeremy Bullmore; A Practitioner's View; Humor in Television Advertising -- Paula Pierce; A Researcher's View; Celebrities in Advertising -- Abhilasha Mehta; Emotion and Advertising -- Esther Thorson; Hierarchies of Effect -- John Philip Jones; Advertising Theories; Cognitive Dissonance and Selective Perception -- Carri Brown, Betzi-Lynn Hanc and Nujchayada Pangsapa; Their Relevance to Advertising; The Creative Characteristics of Successful Television Advertising -- John Philip Jones; Comparative Advertising -- Jan S Slater; The Unique Selling Proposition and Usage-Pull -- John Philip Jones; Truth and Weasels -- David Ogilvy; Television Production Costs -- Jan S Slater; PART THREE: MEDIA ASPECTS; Media-Medium-Mediorum -- Stephen P Phelps; Media Definitions; Television Advertising -- Erwin Ephron; Continuity Scheduling (Advertising without Gaps); What Does Effective Frequency Mean Today? -- John Philip Jones; Barter Syndication -- Brian Philip Webster; Cable Television -- Jeremiah L Rosen, Laura A York and Aileen (Shih-I) Ku; PART FOUR: SALES PROMOTIONS AND SPECIALIST MEDIA; Trends in Promotions -- John Philip Jones; Integrated Marketing Communications and How It Relates to Traditional Media Advertising -- Don E Schultz; Integrated Marketing Communications in Practice -- John Deighton; A Roadmap to On-line Marketing Strategy -- Rex Briggs; Direct Marketing -- Sidney C Liebenson; Direct-Response Advertising -- Emily Soell; Creative Principles; Promotions and Advertising -- John Philip Jones; Comparison of Effectiveness; Specialty Advertising -- William H Bolen; Event Marketing -- Shirley F Taylor and Peggy H Cunningham; Sports Advertising and the Super Bowl -- Rick Burton; Business-to-Business Advertising -- Beth E Barnes; Product Packaging -- Jan S Slater; The Silent Salesman; Public Relations and Advertising -- Ian R Bruce; PART FIVE: LEGISLATION AND ETHICS; The Supreme Court of the United States. And the First Amendment Protection of Advertising -- Jay B Wright; Ethics of Advertising -- Peggy H Cunningham; Oxymoron or Good Business Practice? Advertising United States. Advertising. http://id.loc.gov/authorities/subjects/sh85001086 Publicity. http://id.loc.gov/authorities/subjects/sh85108869 Advertising Publicité États-Unis. Publicité. advertising. aat BUSINESS & ECONOMICS Advertising & Promotion. bisacsh Publicity fast Advertising fast Reclamebureaus. gtt Reclame-industrie. gtt Publicité États-Unis. ram Publicité. ram |
| subject_GND | http://id.loc.gov/authorities/subjects/sh85001086 http://id.loc.gov/authorities/subjects/sh85108869 |
| 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 / edited by John Philip Jones. |
| title_fullStr | The advertising business : operations, creativity, media planning, integrated communications / edited by John Philip Jones. |
| title_full_unstemmed | The advertising business : operations, creativity, media planning, integrated communications / edited by John Philip Jones. |
| title_short | The advertising business : |
| title_sort | advertising business operations creativity media planning integrated communications |
| title_sub | operations, creativity, media planning, integrated communications / |
| topic | Advertising United States. Advertising. http://id.loc.gov/authorities/subjects/sh85001086 Publicity. http://id.loc.gov/authorities/subjects/sh85108869 Advertising Publicité États-Unis. Publicité. advertising. aat BUSINESS & ECONOMICS Advertising & Promotion. bisacsh Publicity fast Advertising fast Reclamebureaus. gtt Reclame-industrie. gtt Publicité États-Unis. ram Publicité. ram |
| topic_facet | Advertising United States. Advertising. Publicity. Advertising Publicité États-Unis. Publicité. advertising. BUSINESS & ECONOMICS Advertising & Promotion. Publicity United States Reclamebureaus. Reclame-industrie. |
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