Advertising,9780130835710

Advertising

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Edition: 5th
ISBN13: 9780130835710
ISBN10: 0130835714
Format: Hardcover
Pub. Date: 1999-12-01
Publisher(s): Prentice Hall
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Summary

The theme of "advertising effectiveness" has been reinforced in this creative highly readable book through Effies-oriented vignettes, best practices boxes, ethics boxes, "Inside Story" boxes and practical tips. Hands-on EOC material and video cases featuring a hot NYC ad agency reinforce the real-world/industry perspective. A campaign example and media-buying simulation are new.

Author Biography

John Burnett is a Professor of Marketing at the University of Denver.

Table of Contents

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

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