The fundamentals of advertising|RISS 상세보기

목차 (Table of Contents)

CONTENTS
List of plates = xii
Preface to second edition = xiii
Acknowledgements = xv
Part 1 What advertising is about

CONTENTS
List of plates = xii
Preface to second edition = xiii
Acknowledgements = xv
Part 1 What advertising is about
1 This advertising business = 3
1.1 The space age business from the mists of time = 3
1.2 The development of advertising as a business = 5
1.3 The current advertising scene = 7
1.4 Attitudes to advertising = 14
1.5 The economic and social role of advertising = 17
1.6 Summary = 20
1.7 References = 21
1.8 Further reading = 21
1.9 Questions for discussion = 22
2 What advertising does = 23
2.1 What advertising is = 23
2.2 The limitations of advertising = 24
2.3 The many categories of advertising = 25
2.4 Advertising and marketing = 30
2.5 The varied tasks of advertising = 30
2.6 Summary = 34
2.7 References = 35
2.8 Further reading = 35
2.9 Questions for discussion = 35
3 How advertising happens = 36
3.1 Determining the role of advertising = 36
3.2 The need for planning = 37
3.3 Advertising strategy = 40
3.4 Implementing the strategy = 41
3.5 Deciding on advertising budgets = 44
3.6 The advertising process = 48
3.7 Summary = 49
3.8 References = 50
3.9 Further reading = 50
3.10 Questions for discussion = 51
4 Picturing the market = 52
4.1 The need to know = 52
4.2 Is there a market? = 53
4.3 Who is buying? = 54
4.4 Our product and its benefits = 56
4.5 How do people buy our product? = 59
4.6 Advertising and the 'trade' = 60
4.7 Case study = 62
4.8 Summary = 64
4.9 References = 64
4.10 Further reading = 64
4.11 Questions for discussion = 65
Part 2 How the advertising business functions
5 Planning advertising campaigns = 69
5.1 The importance of objectives = 69
5.2 Advertising in a marketing context = 72
5.3 The particular strength of advertising = 75
5.4 Promotional strategy = 76
5.5 Advertising campaign planning = 78
5.6 The management of advertising = 79
5.7 The role of the advertiser and the importance of briefing = 81
5.8 Case study = 82
5.9 Summary = 82
5.10 References = 83
5.11 Further reading = 83
5.12 Questions for discussion = 84
6 How advertising comes into being - the role of advertising agencies = 85
6.1 Who needs an advertising agency? = 85
6.2 What is an advertising agency? = 89
6.3 How advertising agencies operate = 95
6.4 What kind of an agency for which client? = 96
6.5 Choosing an agency = 98
6.6 Appointing an agency = 99
6.7 How advertising agencies get paid = 100
6.8 Working effectively with an agency = 103
6.9 How agencies get business = 105
6.10 Summary = 107
6.11 References = 107
6.12 Further reading = 108
6.13 Questions for discussion = 108
7 Where advertising appears = 109
7.1 The importance of the medium = 109
7.2 Selecting media = 110
7.3 Advertising media compared = 112
7.4 The ownership and management of the media = 117
7.5 How advertising is sold = 121
7.6 How advertising is bought = 122
7.7 Summary = 125
7.8 References = 125
7.9 Further reading = 125
7.10 Questions for discussion = 126
8 Advertising and its stablemates - below-the-line promotion = 127
8.1 Above- and below-the-line = 127
8.2 Direct marketing = 129
8.3 Exhibitions = 134
8.4 Sales promotion = 136
8.5 Sales literature = 140
8.6 Merchandising and point-of-sale material = 141
8.7 Public relations = 144
8.8 Sponsorship = 152
8.9 Back to the promotional mix = 158
8.10 Case studies = 159
8.11 Summary = 162
8.12 References = 162
8.13 Further reading = 163
8.14 Questions for discussion = 163
9 How advertising is controlled = 165
9.1 Why control is necessary = 165
9.2 How best to control advertising? = 166
9.3 The law and advertising = 168
9.4 Legal control of radio and television advertising = 171
9.5 The British voluntary control system = 172
9.6 The British Codes of advertising and sales promotion = 174
9.7 Summary = 181
9.8 References = 182
9.9 Further reading = 182
9.10 Questions for discussion = 182
Part 3 How advertising works in detail
10 How advertising is created = 185
10.1 The nature of creativity in advertising = 185
10.2 The 'science' of advertising = 186
10.3 What it takes to create effective advertising = 187
10.4 The importance of the creative brief = 192
10.5 What makes a good advertisement? = 195
10.6 How creative departments work = 197
10.7 The craft of copywriting = 197
10.8 The craft of advertising design = 199
10.9 Summary = 200
10.10 References = 200
10.11 Further reading = 201
10.12 Questions for discussion = 201
11 The printed media = 203
11.1 A dazzling variety = 203
11.2 Circulation and readership = 208
11.3 Characteristics of the press as an advertising medium = 216
11.4 Summary = 218
11.5 References = 219
11 6 Further reading = 219
11.7 Questions for discussion = 219
12 The broadcast media = 220
12.1 The development of 'terrestrial' technology = 221
12.2 Digital media = 222
12.3 Advertising on television = 231
12.4 Current developments in television = 236
12.5 Buying television time = 239
12.6 Buying radio time = 240
12.7 Audience measurement = 241
12.8 Direct response television(DRTV) = 243
12.9 Summary = 243
12.10 References = 244
12.11 Further reading = 244
12.12 Questions for discussion = 244
13 Other media and media terms = 245
13.1 Whose other media? = 245
13.2 Outdoor advertising = 246
13.3 Cinema = 252
13.4 Minor media = 255
13.5 Some media terms = 256
13.6 Summary = 261
13.7 Further reading = 262
13.8 Questions for discussion = 262
14 Media buying, planning and scheduling = 264
14.1 The media department = 264
14.2 Briefing media people = 268
14.3 Media planning = 271
14.4 Media schedules = 274
14.5 Buying media = 278
14.6 Evaluating media buying = 285
14.7 Summary = 287
14.8 References = 287
14.9 Further reading = 287
14.10 Questions for discussion = 288
15 The production of advertising material = 289
15.1 The importance of production = 289
15.2 The main printing methods = 290
15.3 Typesetting(composition) = 293
15.4 The digital imaging process = 294
15.5 Producing a press advertisement = 301
15.6 Producing television commercials = 304
15.7 Producing radio advertisements = 310
15.8 Cinema commercials and films for 'private' showing = 313
15.9 Creating posters = 313
15.10 Summary = 314
15.11 References = 314
15.12 Further reading = 315
15.13 Questions for discussion = 315
16 Measuring advertising effectiveness Ⅰ : theories of how advertising works = 316
16.1 What makes for effective advertising? = 316
16.2 Advertising's role in the 'total selling' process = 317
16.3 'Hierarchy of effects' theories of advertising = 318
16.4 What acts on whom? = 320
16.5 Alternative views of advertising = 320
16.6 What do people do with advertising? = 322
16.7 The active consumer = 324
16.8 Attitudes and beliefs = 324
16.9 Cognitive dissonance = 326
16.10 Towards a synthesis = 327
16.11 A scale of immediacy = 328
16.12 Basic market research methods = 330
16.13 Summary = 335
16.14 References = 335
16.15 Further reading = 336
16.16 Questions for discussion = 336
17 Measuring advertising effectiveness Ⅱ : a review of research methods = 337
17.1 Planning for measurement = 337
17.2 Creative development research = 338
17.3 Pre-testing advertising = 340
17.4 Testing campaign results = 343
17.5 Advertising research and the scale of immediacy = 347
17.6 The simpler situations = 348
17.7 Summary = 348
17.8 References = 349
17.9 Further reading = 349
17.10 Questions for discussion = 349
Part 4 Advertising internationally
18 Media and other services around the world = 353
18.1 The UK is not the world = 353
18.2 Advertising services around the world = 355
18.3 Summary = 357
18.4 Further reading = 361
18.5 Questions for discussion = 361
19 Advertising messages around the world = 362
19.1 Global advertising - how far has it developed? = 362
19.2 The world customer = 363
19.3 Consumer categories = 365
19.4 The hazards of advertising internationally = 366
19.5 Differences between markets = 367
19.6 Differences in the advertising 'climate' = 368
19.7 Advertising ideas that travel = 369
19.8 Is standardization possible? = 371
19.9 Organization for international advertising = 375
19.10 Summary = 377
19.11 References = 378
19.12 Further reading = 378
19.13 Questions for discussion = 378
Index = 379

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	Fundamentals of Advertising	판매중	154,470원	139,020원 (10%)	6,960포인트 (5%)

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