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Tables of Contents for Advertising
Chapter/Section Title
Page #
Page Count
About the Author
xvii
Preface
xviii
Part I Advertising Foundations and Environment
Introduction to Advertising
1
29
Setting ``Sale'' on the Titanic
2
1
What Makes an Ad Great?
3
3
Characteristics of Great Ads,
3
3
The World of Advertising
6
6
Defining Advertising,
6
1
Types of Advertising,
6
2
Roles of Advertising,
8
3
Functions of Advertising,
11
1
The Five Players of Advertising
12
2
The Advertiser,
12
1
The Advertising Agency,
12
1
The Media,
13
1
Vendors,
14
1
The Target Audience,
14
1
The Evolution of Advertising
14
8
The Age of Print,
16
1
The Industrial Revolution and Emergence of Consumer Society,
16
1
Modern Advertising: Agencies, Science, and Creativity,
17
5
Current Advertising Issues
22
2
Interactive Advertising,
22
1
Integrated Marketing Communication,
22
1
Globalization,
23
1
Niche Marketing,
23
1
Consumer Power, Relationship Marketing, and Customization,
24
1
It's a Wrap: Advertising and Titanic
24
1
Summary
24
2
Hands-on Case: Long-Distance Rivals Slug it out
26
3
Advertising and Society: Ethics, Regulation, and Social Responsibility
29
32
Pin on a Pink Ribbon
30
1
Advertising and Society
30
4
Ethical Criteria,
30
2
The problem of Being Ethical
32
2
Ethical Issue in Advertising
34
8
Puffery
34
1
Taste and Advertising
34
3
Stereotyping in Advertising
37
2
Advertising to Children
39
1
Advertising Controversial Products
40
1
Subliminal Advertising
41
1
Advertising's Legal and Regulatory Environment
42
1
Federal Case Law Affecting Advertising
42
2
First Amendment Case Law
42
1
Privacy Case Law Developments: Online Advertising
43
1
Advertising and the Federal Trade Commission
44
7
Deception
45
1
Reasonable Basis for Making a Claim
46
1
Comparative Advertising
46
1
Endorsements
47
1
Demonstrations
48
1
FTC Deceptive and Unfair Advertising Remedies
48
3
Advertising and Other Regulatory Agencies
51
1
Food and Drug Administration
51
1
Federal Communication Commission
51
1
Additional Federal Regulatory Agencies
51
1
Social Responsibility and Self-Regulation
52
3
Self-Discipline
53
1
Pure Self-Regulation and Co-Opted Self-Regulation
53
1
Local Regulation
54
1
Media Regulation and Advertising
54
1
It's a Wrap: The Connecticut Breast Cancer Campaign
55
1
Summary
55
2
Hands-On Case: Keeping Things Private on the Web
57
4
Advertising and the Marketing Process
61
28
Melting Trade Resistance at Prestone
62
1
What is Marketing?
62
1
The Marketing Plan
63
4
Advertising's Role in the Marketing Plan
63
1
Types of Markets
64
1
Approaching the Market
65
2
The Marketing Concept and Relationship Marketing
67
1
The Four Tools of Marketing
68
9
Product
69
3
Channel of Distribution
72
2
Pricing
74
3
Ad Agencies: Combining Marketing and Advertising
77
6
Why Hire an Agency?
79
1
Types of Agencies
79
1
How Agencies are Organized
80
2
How Agencies are Paid
82
1
The effect of Technological Changes on Agencies
83
1
It's a Wrap: Melting Trade Resistance at Prestone
83
1
Summary
84
1
Hallmark Build-A-Campaign Projects
85
4
Video Case: Mad Dogs & Englishmen
86
3
Part II Advertising Background, Planning, and Strategy
The Consumer Audience
89
28
Caught in the Net: Southwestern Bell's Second-Line Campaign
90
1
Consumer Behavior
90
2
The Consumer Audience
91
1
The Target Market
91
1
Social and Cultural Influences on Consumers
92
10
Culture
92
2
Social Class
94
1
Reference Groups
95
1
Family
95
1
Demographics
96
5
Geographic Location
101
1
Psychological Influences on Consumers
102
10
Perception
102
2
Learning
104
2
Motivation and Needs
106
1
Attitudes
107
2
Personality
109
1
Combining all the Personal Factors: Psychographics
109
3
The Decision Process
112
1
Low-and High-Involvement Decision Processes
112
1
Steps in the Decision Process
112
1
It's a Wrap: Caught in the Net
113
1
Summary
114
1
Hallmark Build-A-Campaign Projects
115
1
Hands-On Case: Women and the Web
115
2
Account Planning and Research
117
28
United Rises to the Challenge
118
1
Research and Account Planning: The Quest for Intelligence and Insight
118
1
Strategic Research Versus Evaluative Research
119
6
Strategic Research
119
2
Primary Research Suppliers
121
1
Advertisers' Research Departments and the Shift to Account Planning
122
2
Who Organizes the Facts?
124
1
The Strategy Document
125
3
Marketing Objective
125
1
The Product
125
1
The Target Audience
125
1
Promise and Support
126
1
Brand Personality
126
1
Strategy Statement
127
1
Message Development Research
128
3
Diagnostic Research and Early Feedback
128
3
Communication Tests
131
1
Evaluative Research
131
8
Memory Tests
132
1
Persuasion Tests
133
1
Direct-Response Counts
134
1
Communication Tests
134
2
Frame-by-Frame Tests
136
1
In-Market Tests
136
1
Substitutes for In-Market Tests
136
1
Brand Tracking
137
1
Implications of Evaluative Research
138
1
Research Challenges
139
1
Globalization
139
1
New Media Technology
139
1
Virtual Research
139
1
It's a Wrap: Rising to the Challenge
140
1
Summary
141
1
Hallmark Build-A-Campaign Projects
142
1
Hands-On Case: Research on the Hog
143
2
How Advertising Works
145
24
Keeping Your Cool with the ``Dual Cool'' Maytag Refrigerator
146
1
Advertising's Impact
146
5
The External Environment of the Advertising Process
147
1
The Internal Environment of the Advertising Process
147
4
The Psychology of Advertising: Message Reception
151
12
Perception: Creating Stopping Power
151
2
Awareness: Making an Impression
153
3
Understanding: Making it Clear
156
1
Persuasion: Attitude Change and Trial
157
3
Memorability: Locking Power
160
3
How Brands Work
163
2
Brand Image
163
1
Promise
164
1
Building a Brand's Equity
164
1
Creativity or Content?
165
1
It's a Wrap: The Maytag ``Dual Cool'' Campaign
166
1
Summary
166
1
Hallmark Build-A-Campaign Projects
167
1
Hands-On Case: Cheerios: A Heart-to-Heart Conversation
168
1
Advertising Planning and Strategy
169
24
How `Bout That Weather?
170
1
Strategic Planning
170
4
Strategic Planning: Making Intelligent Decisions
170
2
Planning Documents
172
1
The Business Plan
172
2
The Marketing Plan
174
3
Marketing Objectives
174
1
Marketing Problems and Opportunities
174
1
Selecting Target Markets
175
1
Marketing Strategies
175
1
Executing Plans
176
1
Evaluating Plans
176
1
The Advertising Plan
177
7
Introduction
177
1
Situation Analysis
177
1
Advertising Strategy Decisions
178
4
Implementation
182
1
Evaluation
182
1
The Advertising Budget
183
1
The Creative Plan and Copy Strategy
184
4
Message Strategies
185
1
Selling Premises
186
2
It's a Wrap: The Weather Channel Gets Passionate
188
1
Summary
188
1
Hallmark Build-A-Campaign Projects
189
1
Video Case: Mad Dogs & Englishmen
190
3
Part III Advertising Media
Media Planning and Buying
193
32
Banking on Local Firepower: Columbia Bank
194
1
How Media Planning Fits in the Advertising Process
194
3
Media Consolidation: A New Perspective
195
1
The Aperture Concept in Media Planning
196
1
Media Planning Information Sources
197
1
Setting Media Objectives
197
3
Finding Target Audiences in Media Opportunities
197
1
Sales Geography
198
1
Timing
198
1
Duration: How Long to Advertise?
198
2
Developing Media Strategies
200
4
Target Audience Strategies: New Technology of Measurement
200
1
Geographic Strategies: Allocating Media Weight
201
2
Timing and Duration Strategies
203
1
Size Strategies
204
1
Media Selection Procedures
204
6
Audience Measures Used in Media Planning
204
2
Reach and Media Planning
206
1
Frequency and Media Planning
207
1
Combining Reach and Frequency Goals
208
1
Cost Efficiency as a Planning Dimension
209
1
Selecting and Buying Acceptable Media
210
1
Media Buying Functions
210
2
Providing Inside Information to the Media Planner
211
1
Selecting Media Vehicles
211
1
Negotiating Media Prices
211
1
Monitoring Vehicle Performance
211
1
Postcampaign Analysis
212
1
Media Buyers' Special Skills
212
3
Negotiation: The Art of a Buyer
212
2
Maintaining Plan Performance
214
1
Global Media Buying
215
3
Staging a Media Plan
216
1
Background and Situation Analysis
217
1
Media Objectives and Aperture Opportunities
217
1
Strategy: Selection of Media
218
2
The Flow Chart: Scheduling and Budgeting Allocation
219
1
It's a Wrap: Banking on Local Firepower
220
1
Summary
220
2
Hallmark Build-A-Campaign Projects
222
1
Hands-On Case: Pizza Hut Gains an Edge
222
3
Print Media
225
30
Sears and the Appliance Repair Nightmare
226
1
Print Media
226
1
Newspapers
227
9
The Structure of Newspapers
228
2
Newspaper Readers
230
1
Measuring the Newspaper Audience
230
1
Advertising in Markets
231
2
The Advantages of Newspapers
233
1
The Disadvantages of Newspapers
234
1
Changes in the Newspaper Industry
234
2
Magazines
236
6
Types of Magazines
237
2
Measuring Magazine Readership
239
1
Advertising in Magazines
239
1
The Advantages of Magazines
240
1
The Disadvantages of Magazines
241
1
Changes in the Magazine Industry: Online Technology
242
1
Out-of-Home Advertising
242
4
Outdoor Advertising
243
1
Buying Outdoor Space
243
2
The Audience
245
1
Transit Advertising
246
1
The Transit Audience
246
1
Other Posters
246
1
Directories
247
1
Yellow Pages Advertising
247
1
Print Media Strategy
248
2
It's a Wrap: Sears Solves the Appliance Repair
Nightmare
250
1
Summary
250
2
Hallmark Build-A-Campaign Projects
252
1
Hands-On Case: Stars Wars is Back
252
3
Broadcast and Interactive Online Media
255
32
Ouch! Staying Active and Comfortable When it Hurts
256
1
The Structure of the Television Industry
256
4
Network Television: Wired and Unwired
256
1
Public Television
257
1
Cable and Subscription Television
258
2
Local Television
260
1
Specialty Television
260
1
Television Syndication
260
2
Interactive Television
261
1
Changes in Broadcast Television
261
1
Television Advertising
262
8
Forms of Television Advertising
263
1
The Television Audience
264
1
Measuring the Television Audience
264
2
Advantages of Television
266
3
Disadvantages of Television
269
1
The Structure of Radio
270
1
AM Radio
270
1
FM Radio
270
1
Cable and DAB Radio
270
1
Web Radio
271
1
Radio Advertising
271
2
Network Radio
271
2
Spot Radio
273
1
The Radio Audience
273
3
Measuring the Radio Audience
274
1
Advantages of Radio
274
2
Disadvantages
276
1
Making Radio Media Choices
276
1
Interactive Media
276
5
Broadcast and Interactive Media Strategies
279
2
It's a Wrap: Staying Active and Comfortable When it Hurts
281
1
Summary
281
1
Hallmark Build-A-Campaign Projects
282
2
Video Case: Mad Dogs & Englishmen
284
3
Part IV Creating Advertising
The Creative Side of Advertising
287
26
Gopher Talk: Selling a Losing Season
288
1
What Is Creative Advertising?
288
7
The Creative Leap
289
2
The Creative Concept
291
1
Strategy and Creativity
291
2
Creativity and Strategy in the Message Design
293
1
Creative Thinking
294
1
Creative Roles
295
3
Words and Pictures
295
1
Art Direction
296
1
Copywriting
296
2
The Creative Person
298
1
Personal Characteristics
298
1
The Creative Process
299
2
Steps and Stages
299
2
Brainstorming
301
1
Creative Strategy and Execution
301
5
Product Category Strategies
302
1
Head and Heart Strategies
302
1
The Selling Premise
303
1
Support
303
1
The Creative Brief
303
1
Decisions about the Message Execution
304
2
Effective Creativity
306
2
Integration and Creativity
307
1
The Creative Side of the Web
307
1
It's a Wrap: Selling a Losing Season with Creativity
308
1
Summary
308
2
Hallmark Build-A-Campaign Projects
310
1
Hands-On Case: How to Manage a Global Brand Image
310
3
Creating Print Advertising
313
32
Avon Cleaners Cleans Up
314
1
Print Advertising
314
9
Newspaper Advertisements
315
1
Magazine Advertisements
315
1
Directories
316
2
Out-of-Home Advertising
318
4
Transit Advertising
322
1
Product Literature
323
4
Copywriting for Print
323
1
Headlines
324
1
Other Display Copy
325
1
Body Copy
326
1
Designing for Print
327
9
Layout Stages
329
1
Layout and Design Principles
330
3
Color in Print Advertising
333
1
Typography
334
2
Print Production
336
4
Art Reproduction
336
1
Color Reproduction
337
2
Printing Processes
339
1
Binding and Finishing
340
1
Print Technology: Digitization and Transmission
340
1
It's a Wrap: A Clean Sweep
340
1
Summary
341
1
Hallmark Build-A-Campaign Projects
342
1
Hands-On Case: How the Gap Creates Print Advertising for a Changing Market
343
2
Creating Broadcast Advertising
345
28
It's about Nothing: A VW Sunday Afternoon
346
1
Radio Commercials
346
3
Message Characteristics of Radio
347
1
Tools
347
2
Television Commercials
349
3
Elements
350
1
Message Characteristics of Television
351
1
Cross-Cultural Commercials
352
1
Other TV and Film Advertising
352
2
Infomercials
352
1
Videos
353
1
Movie Trailers
353
1
Brand Placements
353
1
The Creative Team
354
1
Broadcast Copywriting
354
5
Radio Copywriting
355
1
Television Copywriting
356
1
TV Planning
357
2
Television Art Direction
359
1
Computer Graphics
359
1
Planning the Execution
360
2
Scripting
360
2
Broadcast Production
362
4
Producing Radio Commercials
362
1
Producing TV Commercials
362
1
The Production Process
363
3
Web Advertising
366
2
Web Site Design
366
1
Designing Banners
367
1
It's a Wrap: The Smell of Success
368
1
Summary
369
1
Hallmark Build-A-Campaign Projects
370
1
Hands-On Case: Slicing and Dicing the Market
371
2
Direct-Response Marketing
373
28
Bigamy, Double Crossing, and Foul Play: Selling the Opera
374
1
Direct Marketing
374
4
Direct Marketing Strategy
376
2
The Direct-Response Industry
378
3
Direct-Response Advertising
378
1
Database Marketing
379
1
Home Shopping
380
1
The Players
381
1
The Advertisers
381
1
The Agencies
381
1
The Consumers
382
1
The Media of Direct Response
382
8
Direct Mail
382
3
Catalogs
385
1
Telemarketing
386
2
Print Media
388
1
Broadcast Media
388
1
The Internet
389
1
Managing a Database
390
2
Types of Lists
391
1
Integrated Direct Marketing
392
2
Linking the Channels
392
1
Same Message, Multiple Sources
392
1
Interactive Technology
393
1
Creating Loyalty
394
1
It's a Wrap: Orchestrating the Opera's Bottom Line
394
1
Summary
395
1
Hallmark Build-A-Campaign Projects
396
2
Video Case: Mad Dogs & Englishmen
398
3
Part V Integrating Marketing Communication Elements
Promotions
401
28
Guerrilla Marketing: Xtreme Sports for Xtreme Marines
402
1
Sales Promotion
402
2
Size of the Industry
403
1
Reasons for the Growth of Sales Promotion
403
1
Consumer Promotions
404
5
Coupons
405
2
Contests and Sweepstakes
407
1
Refunds and Rebates
407
1
Premiums
408
1
Sampling
408
1
Trade Promotions
409
5
Point-of-Purchase Displays
409
2
Retailer (Dealer) Kits
411
1
Contests and Sweepstakes
411
1
Trade Shows and Exhibits
411
2
Trade Incentives and Deals
413
1
Promotions That Cross the Lines
414
6
Sponsorships and Event Marketing
414
1
Specialty Advertising
415
1
Interactive and Internet Promotions
416
1
Licensing
417
1
Loyalty Programs/Continuity Programs
418
2
Co-Marketing Programs
420
1
The Role of Promotions In Marketing
420
4
Promotion Strategies
421
2
Promotion Integration
423
1
It's a Wrap: Marines Xtreme Promotions Mobilize the Troops
424
1
Summary
424
1
Hallmark Build-A-Campaign Projects
425
1
Hands-On Case: Look! Up in the Sky! It's a Bird! It's a Plane!
426
3
Public Relations
429
28
Target's Guest Card Targets Moms
430
1
The Practice of Public Relations
430
5
Comparing Public Relations and Advertising
431
1
Differences
431
3
Marketing Public Relations
434
1
Types of Public Relations Activities
435
6
Public Affairs and Issues Management
435
2
Image and Reputation Management
437
2
Relationship Management
439
1
Crisis Management
440
1
Public Relations Tools
441
8
House Ads
441
1
Public Service Announcements
442
1
Corporate (Institutional) Advertising
442
1
In-House Publications
442
1
Speakers, Photographs, and Films
443
1
Displays, Exhibits, and Staged Events
444
1
The News Release
444
1
The Press Conference
445
1
Online Communication
445
4
Nonprofit Public Relations
449
2
Nonprofit Organizations
449
1
Cause and Mission Marketing
450
1
Effectiveness and Excellence
451
2
It's a Wrap: Moms Respond to Target's Guest Card
453
1
Summary
453
2
Hallmark Build-A-Campaign Projects
455
1
Hands-On Case: ``Whose Side Are You On?''
455
2
Retail and Business-to-Business Advertising
457
26
Maintaining Relationships
458
1
Retail Advertising
458
10
Local Retail Advertising
458
1
Differences between Local Retailing and National Brand Advertising
459
1
Cooperative Advertising
460
1
Large Specialty Retailers
461
1
Nonstore Retailing
461
1
Online Retailing and E-Commerce
462
1
Institutional and Product Retail Advertising
463
1
Trends Affecting Retail Advertising
464
2
Creating the Retail Ad
466
2
Buying and Selling Local Media
468
3
Local Retail Media Strategy
468
1
Media Alternatives
469
2
Business-to-Business Advertising
471
9
Types of Business-to-Business Advertising
472
2
Business versus Consumer Marketing
474
1
Purchasing Objectives
475
1
Business-to-Business Advertising Objectives
476
1
Creating Business-to-Business Ads
477
1
Business-to-Business Advertising Media
477
1
General Business and Trade Publications
477
1
Directory Advertising
477
1
Direct Marketing
477
1
Consumer Media
478
1
The Web
478
1
Does Business Advertising Sell?
478
2
It's a Wrap: Grassfield's Maintains Relationships
480
1
Summary
480
1
Hallmark Build-A-Campaign Projects
481
1
Hands-On Case: Unisys Tries Again
482
1
International Advertising
483
22
Starbucks Ahoy!
484
1
Evolution of Global Marketing
484
2
Home Country Production
484
1
Export
485
1
Nationalization and Regionalization
485
1
The Global Perspective
486
3
Global Brands
487
1
The Global Debate and Advertising
487
2
International Management
489
4
Lingua Franca
489
1
The Global Advertising Plan
490
2
Selecting an Agency
492
1
Approaches to the International Advertising Campaign
493
6
Centrally Controlled Campaigns
493
2
Positioning the Global Product
495
1
Setting the Budget
495
1
Selecting Media for International Campaigns
495
1
Execution of International Campaigns
496
2
The Global Creative Effect
498
1
Evaluating Effectiveness
499
1
Special International Considerations
499
3
Laws and Regulations
499
1
Customs and Culture
500
1
Time
501
1
Inertia, Resistance, Rejection, and Politics
501
1
It's a Wrap: Starbucks Ahoy!
502
1
Summary
503
1
Hallmark Build-A-Campaign Projects
503
1
Hands-On Case: Global Brands Must Be Puuurfect!!
504
1
The Integrated Campaign
505
24
Designing Woman Designs Retreat
506
1
Total Communication: IMC
506
2
The Tools of IMC
506
1
Stakeholder Audiences
507
1
Coordination
508
1
The Structure of a Campaign Plan
508
13
Situation Analysis
509
2
SWOT Analysis
511
1
Campaign Strategy
512
4
Communication Strategy
516
2
Media Plan
518
1
Other Marketing Communication Activities
519
1
The Appropriation and Budget
520
1
Evaluating the Campaign Plan
521
1
Creating Synergy
522
1
It's a Wrap: Designing Woman Repositions Bell South
523
1
Summary
524
1
Hallmark Build-A-Campaign Projects
524
2
Video Case: Mad Dogs & Englishmen
526
3
Appendix: The Hallmark Brand Insistence IMC Campaign
529
6
Glossary
535
8
Credits
543
2
Index
545