Contemporary advertising

목차 (Table of Contents)

• CONTENTS
• PART Ⅰ Advertising Perspectives = 2
• 1 The Dimensions Of Advertising = 4
• Advertising Defined = 5
• Classifications of Advertising = 8
• By Target Audience = 9
• By Geographic Area = 10
• By Medium = 10
• By Purpose = 11
• Technology and the Evolution of Advertising = 13
• The Impact of Printing = 14
• The Impact of the Industrial Revolution = 14
• The Communications Revolution = 15
• The Dawning of Responsibility = 15
• The Rise of Broadcast Advertising = 16
• The Development of Modern Advertising in North America = 17
• The Positioning Era = 17
• The "Me" Decade = 18
• The Age of Marketing Warfare = 20
• Looking toward the 21st Century-The Information Age = 21
• Growth and Status of international Advertising = 21
• Functions and Effects of advertising = 22
• The Economic impact of advertising = 28
• Effect on the value of products = 29
• Effect on Prices = 31
• Effect on Competition = 31
• Effect on consumer Demand = 32
• Effect on Consumer Choice = 32
• Effect on the Business Cycle = 33
• Economic Impact of Advertising in Perspective: The Abundance Principle = 33
• 2 The Social, Ethical, and Regulatory Aspects of Advertising = 36
• The Social Impact of Advertising = 37
• Social Criticisms = 37
• Social Benefits = 42
• Advertising Ethics and Social Responsibility = 43
• Advertising Ethics = 44
• Advertisers' Social Responsibility = 44
• Federal Regulation of Advertising = 45
• The U.S. Federal Trade Commission = 46
• Food and Drug Administration = 50
• Federal Communications Commission and The CRTC = 51
• Patent and Trademark Office and Canadian Trade-Marks Office = 51
• Library of Congress and the Canadian Copyright Office = 52
• State, Provincial, and Local Regulation = 53
• State Governments also Regulate Truth in Advertising = 53
• Regulation by Provincial Government = 54
• Local Governments Regulate Local Business = 54
• Recent Court Rulings Affecting Advertisers = 55
• First Amendment Rights = 55
• Privacy Rights = 56
• Comparative Advertising = 56
• Governmental Restraints on International Advertisers = 57
• Nongovernment Regulation = 58
• The Better Business Bureau (BBB) = 58
• National Advertising Review Council = 59
• The Canadian Advertising Foundation (CFA) = 60
• Regulation by the Media = 62
• Regulation by Consumer Groups = 64
• Self-Regulation by Advertisers = 65
• Self-Regulation by Ad Agencies and Associations = 65
• 3 The Advertising Business: Agencies and Clients = 68
• The Advertising Industry = 70
• The Organizations in Advertising = 70
• The People in Advertising = 70
• What Advertising People Do: Fundamental Tasks = 71
• Administration = 71
• Planning = 71
• Budgeting = 71
• Coordination = 71
• Creating Ads = 72
• The Advertising Agency = 73
• The Role of the Advertising Agency = 73
• Types of Agencies = 73
• What Agency People Do = 77
• How Agencies Are Structured = 82
• How Agencies Make Money = 84
• How Agencies Get Clients = 85
• The Advertisers (Clients) = 87
• Large Advertisers = 87
• Small Advertisers = 92
• Managing International Advertising = 92
• Worldwide Marketing Structures = 93
• Selecting an Agency for International Advertising = 94
• The Client-Agency Relationship = 96
• Stages in the Client-Agency Relationship = 96
• Factors Affecting the Client-Agency Relationship = 98
• Checklist: Agency Review = 97
• Checklist: Ways to Be a Better Client = 98
• Ethical Dilemma: The Conflict over Client-Agency Conflicts = 90
• PART Ⅱ Developing Marketing and Advertising Strategies = 100
• The Importance of Marketing and Consumer Behavior to Advertising = 102
• The Importance of Marketing to Advertising People = 104
• What Is Marketing? = 105
• Needs and Utility = 105
• Perception, Exchanges, and Satisfaction = 106
• The Evolution of Marketing Theory = 108
• The Marketing Exchange Cycle = 109
• The Key Participants in the Marketing Process = 109
• How Advertisers Reach the Market = 111
• The Art and Science of Advertising = 112
• The Marketing Communication Process = 112
• The Importance of Knowing the Consumer = 114
• Consumer Behavior from the Advertising Perspective = 114
• Personal Processes in Consumer Behavior = 115
• Interpersonal Influences on Consumer Behavior = 125
• Nonpersonal Influences on Consumer Behavior = 130
• The Purchase Decision and Postpurchase Evaluation = 132
• Market Segmentation and the Marketing Mix: Matching Products to Markets = 136
• The Majority Fallacy = 138
• The Product Marketing Process = 138
• The Market Segmentation Process = 139
• Identifying Consumer Market Segments: Finding the Right Niche = 139
• Identifying Business Market Segments = 146
• Aggregating Market Segments = 148
• The Target Marketing Process = 151
• Target Market Selection = 151
• The Marketing Mix: Matching Products to Markets = 151
• Advertising and the Product Element = 152
• Product Life Cycle = 153
• Product Classifications = 155
• Product Positioning = 157
• Product Differentiation = 157
• Product Branding = 158
• Product Packaging = 159
• Advertising and the Price Element = 162
• Key Factors Influencing Price = 162
• The Impact of Pricing Strategies on Advertising = 164
• Advertising and the Place Element = 164
• Direct Distribution = 164
• Indirect Distribution = 165
• Vertical Marketing Systems-The Growth of Franchising = 166
• Advertising and the Promotion Element = 168
• Personal Selling = 168
• Advertising = 168
• Direct Marketing = 169
• Public Relations = 170
• Sales Promotion = 170
• Collateral Materials = 170
• The Marketing Mix in Perspective = 170
• 6 Marketing and Advertising Research: Inputs to the Planning Process = 172
• The Need for Research in Marketing and Advertising = 174
• Marketing Research = 175
• Advertising Research = 175
• Steps in the Research Process = 175
• Analyzing the Situation and Defining the Problem = 175
• Conducting Informal (Exploratory) Research = 176
• Establishing Research Objectives = 179
• Conducting Formal Research = 180
• Interpreting and Reporting the Findings = 183
• Considerations in Conducting Formal Quantitative Research = 184
• Validity and Reliability = 184
• Sampling Theories = 184
• How Questionnaires Are Designed = 186
• Data Tabulation and Analysis = 188
• Collecting Primary Data in International Markets = 188
• Applying Research to Marketing and Advertising Strategy = 189
• Developing Marketing Strategy = 189
• Developing Advertising Strategy = 190
• Creative Concept Testing = 192
• Testing and Evaluating Advertising = 193
• 7 Marketing and Advertising Planning = 202
• The Marketing Plan = 204
• What Is a Marketing Plan = 205
• Effect of the Marketing Plan on Advertising = 205
• Elements of the Marketing Plan = 206
• The Advertising Plan = 213
• Review of the Marketing Plan = 213
• Setting Advertising Objectives = 213
• The Inverted Pyramid: Satisfied Customers Build Brands = 215
• Advertising Strategy and the Creative Mix = 216
• Bottom-Up Marketing: How Small Companies Plan = 219
• The Tactic: A Singular, Competitive Mental Angle = 220
• The Secret to Successful Planning = 224
• Allocating Funds for Advertising = 224
• Advertising Is an Investment in Future Sales = 225
• Methods of Allocating Funds = 227
• The Bottom Line = 230
• PART Ⅲ Creating Advertisements and Commercials = 232
• 8 Creative Copywriting = 234
• Copywriting and Formulating Advertising Strategy = 235
• Elements of Message Strategy = 237
• Writing the Copy Platform = 239
• The Encoding Process = 240
• Conceptualization: Developing the Big Idea = 241
• Choosing How to Convey the Big Idea = 244
• The Copywriter's Pyramid: A Guide to Formulating Copy = 244
• Attention = 245
• Interest = 246
• Credibility = 247
• Desire = 247
• Action = 248
• How Copywriters Utilize Formats = 248
• Headlines = 248
• Subheads = 253
• Body Copy = 254
• Boxes and Panels = 259
• Slogans = 263
• Seals, Logotypes, and Signatures = 263
• Developing Scripts for Electronic Media = 263
• Writing Copy for International Markets = 269
• Foreign Audiences May Have Different Purchasing Habits = 269
• Consumer Motives and Appeals = 269
• The Question of Language and Campaign Transfer = 270
• Legal Restraints on International Advertisers = 272
• The Copywriting Process = 272
• Tools of the Trade = 272
• The Approval Process = 273
• 9 Creative Art Direction = 276
• What Is Art? = 278
• The Role of Art in Creating Print Advertising = 278
• Designing the Print Ad = 279
• The Use of Layouts = 279
• The Advertising Design Process = 282
• Which Design Format Works Best? = 285
• The Advertising Visual = 286
• The Role of Art in Package Design = 295
• Packaging Forms and Materials = 296
• Packaging Specialists = 296
• When Should a Package Be Changed? = 297
• The Role of Art in Radio and Television Advertising = 297
• Developing the Artistic Concept for Commercials = 297
• Formats for Radio and Television Commercials = 299
• Basic Mechanics of Storyboard Development = 304
• The Role of Art Direction in Perspective = 306
• 10 Creative Production: Print Media = 308
• The Production Process = 310
• Role of the Production Manager = 310
• Impact of Computers on Print Production = 311
• Planning Print Production = 313
• Typography = 314
• Type Selection = 314
• Copy Casting and Type Specification = 318
• Typesetting Methods = 320
• The Printing Process = 320
• Preparing Materials for the Press (Prepress) = 320
• Thinking like a Printer = 322
• Methods of Printing = 323
• Printing in Color = 326
• Selecting Papers for Printing = 328
• Preparing Materials for Print Media = 334
• 11 Creative Production: Electronic Media = 336
• The Value of Talent in Producing Commercials = 337
• The Radio Production Process = 338
• Preproduction = 338
• Production: Cutting the Spot = 339
• Postproduction: Finishing the Spot = 341
• Producing Television Commercials = 341
• Techniques for Producing Television Commercials = 343
• The Television Production Process = 345
• The Film versus Tape Debate = 355
• Costs = 360
• PART Ⅳ Advertising Media = 362
• 12 Media Planning and Selection = 364
• Media Planning: An Overview = 366
• The People Who Plan Media Strategy = 366
• The Challenge = 366
• The Role of Media in the Marketing Framework = 369
• Marketing Objectives and Strategy = 369
• Advertising Objectives and Strategy = 371
• Defining Media Objectives = 371
• Audience Objectives = 371
• Message-Distribution Objectives = 372
• Developing a Media Strategy: The Media Mix = 374
• Elements of the Media Mix = 374
• Influencing Factors in Media Strategy Decisions = 375
• Scope of the Media Plan = 376
• Gauging the Sales Potential of Different Markets = 376
• Competitive Strategy and Budget Considerations = 378
• Media Availability and Economics: The Global Marketer's Headache = 378
• Nature of the Medium and Mood of the Message = 379
• Message Size, Length, and Position Considerations = 379
• Consumer Purchase Patterns = 382
• Stating the Media Strategy = 382
• Media Tactics: Selecting and Scheduling Media Vehicles = 382
• Criteria for Selecting Individual Media Vehicles = 382
• Economics of Foreign Media = 388
• The Synergy of Mixed Media = 388
• Methods for Scheduling Media = 390
• The Use of Computers in Media Selection and Scheduling = 391
• 13 Print Media = 394
• Using Magazines in the Creative Mix = 396
• Special Possibilities with Magazines = 396
• How Magazines Are Categorized = 399
• How to Buy Magazine Space = 404
• Understanding Magazine Circulation = 404
• Reading Rate Cards = 406
• Using Newspapers in the Creative Mix = 409
• The Pros and Cons of Newspaper Advertising = 410
• Who Uses Newspapers? = 410
• How Newspapers Are Categorized = 412
• Types of Newspaper Advertising = 414
• How to Buy Newspaper Space = 416
• Understanding Readership and Circulation = 416
• Co-op Insertions = 420
• Insertion Orders and Tear Sheets = 420
• Print: A Worldwide Medium = 421
• Sources of Print Media Information = 423
• 14 Electronic Media = 426
• The Medium of Television = 428
• Broadcast TV = 428
• Cable TV = 429
• Television Audience Trends = 429
• Types of Television Advertising = 433
• Television Audience Measurement = 438
• Rating Services: The Book = 438
• Cable Ratings = 440
• Defining Television Markets = 440
• Dayparts = 440
• Audience Measures = 441
• Gross Rating Points = 442
• Buying Television Time = 442
• Requesting Avails = 443
• Selecting Programs for Buys = 443
• Negotiating Prices and Contracts = 443
• Buying Cable Time = 444
• Other Forms of Television = 445
• Advertising on Videocassette Rentals = 445
• The Medium of Radio = 445
• Who Uses Radio? = 446
• Radio Programming and Audiences = 446
• Buying Radio Time = 449
• Types of Radio Advertising = 449
• Radio Terminology = 450
• Prepating a Radio Schedule = 453
• 15 Direct Mail, Outdoor, Transit, and Supplementary Media = 456
• Direct-Mail Advertising = 458
• The Confusion Surrounding Direct-Mail Advertising = 458
• Growth of Direct Mail = 459
• Types of Direct-Mail Advertising = 460
• Using Direct Mail in the Media Mix = 461
• Buying Direct-Mail Advertising = 462
• Outdoor Advertising = 465
• Standardization of the Outdoor Advertising Business = 469
• Types of Outdoor Advertising = 470
• Buying Outdoor Advertising = 473
• Regulation of Outdoor Advertising = 475
• Transit Advertising = 475
• Types of Transit Advertising = 475
• Buying Transit Advertising = 477
• Supplementary Media = 479
• Specialty Advertising = 479
• Trade Shows and Exhibitions = 480
• Directories and Yellow Pages = 482
• Emerging Media = 482
• PART Ⅴ Integrated Marketing Communications = 486
• 16 IMC: Direct Marketing, and Sales Promotion = 488
• Integrated Marketing Communications: The Concept and the Process = 490
• The Change in Marketing Thinking = 490
• How the Consumer Sees Marketing Communications = 491
• The Evolution of the IMC Concept = 491
• The IMC Process = 492
• The IMC Approach to Marketing and Advertising Planning = 493
• The Importance of IMC to the Study of Advertising = 495
• The Role of Direct Marketing in the IMC Process = 495
• The Evolution of Direct Marketing = 497
• The Importance of Direct Marketing = 498
• Drawbacks to Direct Marketing = 499
• Direct Marketing Strategies and Tactics = 499
• Direct Sales = 499
• Direct-Response Advertising = 500
• The IMC Process: Sales Promotion = 503
• Benefits of Sales Promotion = 503
• Drawbacks of Sales Promotion = 504
• Sales Promotion Strategies and Tactics = 504
• Trade Promotion: Push Strategy = 504
• Consumer Promotion: Pull Strategy = 509
• 17 IMC: Public Relations and Corporate Advertising = 518
• The Role of Public Relations = 520
• The Difference between Advertising and Public Relations = 520
• Advertising and PR in the Eyes of Practitioners = 521
• The Public Relations Job = 521
• Crisis Communications = 521
• Other Public Relations Activities = 522
• Public Relations Tools = 527
• Corporate Advertising = 530
• Public Relations Advertising = 530
• Corporate/Institutional Advertising = 531
• Corporate Identity Advertising = 536
• Recruitment Advertising = 538
• 18 Integrated Marketing Communications for Local and Noncommercial Advertisers = 540
• Local Advertising: Where the Action Is = 542
• Types of Local Advertisers = 542
• The Difference between National and Local Advertising = 543
• Local Advertisers: The Original Integrators = 544
• Planning the Advertising Effort = 544
• Analyzing the Local Market and Competitive Situation = 545
• Conducting Adequate Research = 546
• Determining Objectives and Strategy = 548
• Establishing the Budget = 551
• Selecting Local Advertising Media = 552
• Creating Local Advertising = 559
• Types of Local Advertising = 559
• Creating the Message = 562
• Seeking Creative Assistance = 562
• Noncommercial Advertising = 566
• Examples of Noncommercial Advertising = 566
• Types of Noncommercial Advertising = 567
• The Advertising Council = 571
• Appendix A Marketing Plan Outline = A
• Appendix B Advertising Plan Outline = B
• Appendix C Career Planning in Advertising = C
• Glossary = G-1
• Notes = N-1
• Credits and Acknowledgments = CA-1
• Name, Company, and Brand Index = NI-1
• Subject Index = SI-1