Advertising : principles and practice

목차 (Table of Contents)

• CONTENTS
• Preface = xix
• About the Authors = xxiv
• PART ONE ADVERTISING FOUNDATIONS AND ENVIRONMENT
• 1 Introduction to Advertising = 1
• What Makes an Ad Great? = 1
• Classics = 2
• Characteristics of Great Ads = 6
• The World of Advertising = 7
• Reaching the Consumer = 7
• Defining Advertising = 8
• Types of Advertising = 8
• Roles of Advertising = 9
• The Three Players = 13
• The Advertiser = 13
• INSIDE THE ADVERTISING WORLD, Pat Cafferata, President and CEO, Young & Rubicam, Chicago = 14
• The Advertising Agency = 17
• The Media = 17
• The Evolution of Advertising = 20
• The Ancient Period = 21
• The Age of Print = 21
• The Formative Years = 21
• Modern Advertising = 24
• CONCEPTS AND CONTROVERSIES, Ogilvy versus Bernbach = 31
• Summary = 33
• 2 The Advertising Environment: Ethics and Regulation = 37
• Getting the Facts Straight? = 38
• Advertising Ethics = 38
• Ethical Criteria = 39
• "Advertising Principles of American Business" of the American Advertising Federation (AAF) = 39
• The Problem of Being Ethical = 40
• Ethical Issues in Advertising = 41
• Puffery = 41
• Good Humor or Bad Taste? = 41
• Taste and Advertising = 42
• Stereotyping in Advertising = 43
• Advertising to Children = 46
• Advertising Controversial Products = 48
• CONCEPTS AND CONTROVERSIES, The Pros and Cons of Toy Advertising Directed at Children = 50
• Guidelines for Children's Advertising = 51
• Advertising and the Law = 52
• Advertising and the First Amendment = 52
• Government Regulatory Agencies = 54
• Federal Trade Commission = 54
• Food and Drug Administration = 56
• Federal Communications Commission = 56
• Other Federal Agencies = 56
• FTC Concerns with Advertising = 58
• Deception = 58
• Reasonable Basis for Making a Claim = 59
• Reinforcement of False Beliefs = 59
• Comparative Advertising = 59
• Endorsements = 59
• Demonstrations = 60
• Bait Advertising = 60
• FTC Remedies for Deceptive and Unfair Advertising = 60
• Corrective Advertising = 60
• Substantiating Advertising Claims = 61
• Consumer Redress = 61
• Self-regulation = 61
• National Agencies = 61
• Local Regulation: BBB = 62
• Media Regulation of Advertising = 62
• A Final Thought = 62
• Summary = 63
• 3 Advertising and the Marketing Process = 65
• Remaining the Top Dog = 66
• The Marketplace = 66
• The Concept of Marketing = 66
• The Idea of a Market = 67
• Types of Markets = 67
• The Marketing Concept = 68
• Marketing Approaches = 68
• Marketing Elements = 70
• Product Qualities = 71
• Internal and External Environment = 72
• The 4Ps of Marketing = 73
• Product = 73
• Physical Distribution (Place) = 82
• Pricing = 82
• Promotion = 83
• INSIDE THE ADVERTISING WORLD, Victoria M. Amon, Senior Vice President, Management Supervisor, DDB Needham Worldwide = 86
• The Marketing Mix = 88
• Summary = 89
• 4 Advertising Agencies = 91
• The Perils of a New Ad Agency = 92
• The Agency World = 92
• How Agencies Are Organized = 93
• INSIDE THE ADVERTISING WORLD, Rick Singer, Account Executive, Kingsford Charcoal, DDB Needham/Chicago = 95
• How Agencies Are Paid = 100
• The Development of Media Commissions = 100
• Why Hire an Agency? = 102
• Expertise and Objectivity = 103
• Staffing and Management = 104
• CONCEPTS AND CONTROVERSIES, Conflicts and Loyalty = 104
• Changes in the Agency World = 105
• Megamergers = 105
• High-Productivity Agencies = 107
• Squeezing the Middle = 108
• Summary = 108
• CASE STUDY, The Honda Way = 110
• PART TWO ADVERTISING BACKGROUND, PLANNING, AND STRATEGY
• 5 The Consumer Audience = 115
• Lessons from a Shopping List = 116
• Consumer Behavior = 117
• The Consumer Audience = 117
• Influences on You as a Consumer = 117
• Social and Cultural Influences = 118
• Reference Groups = 120
• Personal Influences = 121
• Psychological Influences = 124
• Audience Descriptors = 127
• Demographics = 128
• CONCEPTS AND CONTROVERSIES, The Yuppie: Reality or Myth? = 131
• Psychographics = 137
• Understanding the Consumer Audience = 140
• Summary = 140
• 6 Strategic Research = 143
• A Research Odyssey = 144
• Research: The Quest for Intelligence = 144
• Strategy and Testing = 144
• Qualitative and Quantitative Research = 145
• Marketing and Advertising Research = 145
• Exploratory Research = 146
• INSIDE THE ADVERTISING WORLD, Jack Stratton, Marketing Research Director, Betty Crocker Division, General Mills, Inc. = 147
• The Research Springboard = 151
• The Research Process = 151
• LIFESTYLE, Frequent Users of Fast Food Restaurants: A Research Profile = 153
• Conducting Research = 154
• Focus Groups = 155
• Message Development Research = 156
• Preparation = 156
• Diagnosis = 157
• Summary = 159
• 7 Strategy and Planning = 161
• The International Coffee War = 162
• Strategy and Planning = 163
• Strategy: Making Intelligent Decisions = 163
• The Marketing Plan = 164
• Situation Analysis = 164
• Problems and Opportunities = 164
• Marketing Objectives = 165
• Marketing Strategies = 165
• Implementation and Evaluations = 168
• The Advertising Plan = 168
• Advertising Strategy Decisions = 168
• INSIDE THE ADVERTISING WORLD, Keith Reinhard, Chief Executive officer, DDB Needham Worldwide = 176
• The Advertising Budget = 179
• Setting the Budget Level = 180
• An Advertising Campaign Plan = 182
• Creative Platforms = 182
• Appeals = 182
• Association = 183
• Selling Premises = 183
• Using Selling Premises = 186
• The Creative Platform = 187
• Summary = 187
• 8 How Advertising Works = 189
• Lessons from Real Life = 190
• How Ads Really Work = 191
• Competition = 191
• Inattention = 191
• Information Processing = 191
• Avoidance = 191
• Scorn = 191
• Breakthrough Advertising = 192
• The Psychology of How an Ad Works = 192
• Perception = 193
• LIFESTYLE, Train Travelers: Who Are They? = 194
• CONCEPTS AND CONTROVERSIES, The Irritation Factor = 196
• Cognition = 197
• Slogan Test = 203
• Persuasion = 203
• How Brand Images Work = 206
• Transformation Advertising = 207
• Summary = 209
• CASE STUDY, Hamburger Helper Changing Advertising Strategies = 210
• PART THREE ADVERTISING MEDIA
• 9 Media Strategy and Planning = 215
• The Case of the Disappearing Captain = 216
• The Function of Media Planning in Advertising = 216
• Aperture in Media Planning = 217
• Target Audience = 218
• Finding the Best Time to Advertise = 220
• How Long to Advertise = 223
• Impact-Stimulating Aperture = 225
• Aperture and the Media Environment = 227
• Media Content and Product Compatibility = 227
• Mood and Product Compatibility = 230
• Media Clutter: A Negative Atmosphere = 230
• Advertising Messages and Aperture = 230
• Media Planning: Coordinating Information = 230
• Company or Brand Sources = 230
• Marketplace Sources = 231
• Message Sources = 231
• Media Sources = 232
• Evaluating Media Opportunities = 232
• Basic measures Used in Media Planning = 232
• Reach and media Planning = 234
• Effective Frequency as a Media Planning Dimension = 234
• Balancing: Reach-Frequency-Continuity = 236
• Efficiency, as a Planning Dimension = 236
• Operational Stages within a Media Plan = 238
• Media Objectives/Aperture Opportunities = 239
• Strategy : Selection of Media = 239
• The Flow Sheet : Scheduling and Budget Allocation = 240
• Summary = 241
• 10 Broadcast Media = 243
• Image Transfer = 244
• The Television Audience = 245
• How People Watch Television = 245
• The Structure of Television = 246
• Wired Network Television = 246
• Public Television = 248
• Cable and Subscription Television = 248
• LIFESTYLE, Recent Purchasers of Cable Television = 249
• Local Television = 249
• Specialty Television = 250
• Television Syndication = 250
• Television Advertising = 251
• Over-the-Air Network Scheduling = 252
• Local Scheduling = 252
• Cable Scheduling = 253
• Unwired Network Scheduling = 253
• Forms of Television Advertising = 253
• Measuring the Television Audience = 255
• Advantages and Disadvantages of Television = 258
• Advantages = 258
• CONCEPTS AND CONTROVERSIES, Peoplemeters = 259
• Disadvantages = 259
• The Radio Audience = 261
• The Structure of Radio = 262
• AM Radio = 262
• FM Radio = 262
• Radio Advertising = 263
• Network Radio = 263
• Spot Radio = 264
• Measuring the Radio Audience = 264
• Advantages and Disadvantages of Radio = 266
• Advantages = 266
• Disadvantages = 268
• Summary = 269
• 11 Print and Other Media = 271
• "Deck the Halls" = 272
• Print Media = 272
• Newspapers: A Local Phenomenon = 272
• The Structure of Newspapers = 273
• The Readers of Newspapers = 274
• Advertising in Newspapers = 275
• Measuring the Audience for Newspapers = 278
• The Advantages of Newspapers = 279
• INSIDE THE ADVERTISING WORLD / Kenneth O. Hustel(Vice President, Newspaper Advertising Bureau, Inc.) = 280
• The Disadvantages of Newspapers = 280
• Magazines = 282
• The Structure of Magazines = 282
• The Readers of Magazines = 285
• Measuring Magazine Readership = 285
• Advertising of Magazines = 287
• The Advantages of Magazines = 287
• The Disadvantages of Magazines = 289
• Specialty Advertising = 290
• The Advantages and Disadvantages of Specialty Advertising = 290
• Other Media = 291
• Summary = 291
• 12 Media Buying = 293
• Media Buying: The First Time = 294
• Media Buying versus Media Planning = 294
• Media-Buying Functions = 295
• Providing Support Data for the Media Planner = 295
• Media Research Analysis = 295
• Media Vehicle Selection = 295
• Negotiating for the Price = 296
• Monitoring Vehicle Performance = 296
• Postcampaign Analysis = 297
• Special Skills: Expert Knowledge of Media Opportunities = 297
• Media Content = 298
• Audience Habits = 299
• Cost/Benefit Values = 299
• Research Evaluation = 300
• Special Skills: Knowledge of Media Pricing = 300
• Media Cost Trends = 300
• Special Skills: Media Vehicle Selection and Negotiation = 301
• The Boundaries: Working within Plan Requirements = 301
• INSIDE THE ADVERTISING WORLD / Marie Netolicky(DDB Needham/Chicago, Media Buyer) = 303
• Negotiation: The Art of a Buyer = 305
• Special Skills: Maintaining Plan Performance = 307
• Monitoring Audience Research = 307
• Schedule and Technical Problems = 308
• Summary = 309
• CASE STUDY, Soft Scrub Cleanser = 310
• PART FOUR CREATING ADVERTISING
• 13 The Creative Process = 315
• The Tough and Tender Sides of Selling Chicken = 316
• Advertising: Strategy and Creativity = 317
• What Makes an Idea Creative? = 317
• The Creative Personality = 320
• Characteristics of Creative People = 321
• Creative Thinking = 323
• CONCEPTS AND CONTROVERSIES, The Curse of the Clio = 325
• Creative Concept: The Big Idea = 328
• The Message Strategy = 329
• Content Approaches = 330
• Sales Approaches = 330
• Stylistic Approaches = 330
• Formats and Formulas = 333
• LIFESTYLE, Creativity and Consumer Reactions = 335
• Executions = 335
• Images and Advertising = 337
• The Power of tide Visual = 337
• Purpose of the Visual = 338
• Art Direction = 340
• Words and Advertising = 340
• Copywriting = 341
• Stylistics = 341
• Structure = 343
• Summary = 344
• 14 Creating Print Advertising = 347
• Print Advertising = 348
• The Print Foundation = 348
• Newspaper Advertisements = 348
• Magazine Advertisements = 350
• Writing for Print = 350
• Headlines = 350
• Other Display Copy = 353
• Body Copy = 354
• Designing for Print = 356
• Layout and Design = 356
• Design Principles = 357
• Color = 360
• Print Production = 361
• The Art = 361
• The Type = 361
• Halftone Reproduction = 365
• Color Reproduction = 367
• Printing Processes = 367
• Binding and Finishing = 373
• New Technology = 376
• Summary = 377
• 15 Creating Broadcast Advertising = 379
• Adventures in Filming Commercials = 380
• The Radio Environment = 380
• Characteristics of the Radio Environment = 380
• Message Strategy = 382
• Writing Radio Copy = 382
• Style = 382
• Tools = 382
• Scripting = 383
• Producing a Radio Commercial = 384
• Taped Commercials = 384
• Live Spots = 385
• The Television Environment = 385
• Characteristics of the Television Environment = 385
• INSIDE THE ADVERTISING WORLD, John Berners, Copywriter, Young and Rubicam, New York = 386
• The Nature of Commercials = 387
• Message Strategy = 387
• CONCEPTS AND CONTROVERSIES, The Entertainment Factor = 390
• Elements = 391
• Filming and Taping = 394
• Planning and Producing Commercials = 396
• Planning Television Commercials = 396
• Scripts and Storyboards = 396
• Television Terminology = 398
• The Team = 398
• Producing a Television Commercial = 400
• Message Trends = 401
• Length and Content = 402
• Zap-Proofing = 402
• Embeds = 402
• Image Manipulation = 403
• Summary = 403
• 16 Creating Direct-Response Advertising = 405
• As Personal as a Letter or a Telephone Call = 406
• Direct-Response Advertising = 407
• Direct Marketing = 407
• Direct Mail = 407
• The Direct-Response Industry = 407
• Characteristics of the Industry = 407
• Characteristics of Direct Response = 409
• Tightly Targeted = 410
• Interactive = 410
• Measurable Action Objectives = 410
• Data Bases = 410
• The Players = 411
• Advertisers = 411
• Agencies = 411
• Consumers = 412
• The Media of Direct Response = 413
• CONCEPTS AND CONTROVERSIES, When Is Expensive Cheap? = 414
• Direct Mail = 414
• The Catalog Marketplace = 419
• Lands' End: A Direct-Marketing Success Story = 420
• Print Media = 427
• Broadcast Media = 427
• Telemarketing = 429
• Costs = 429
• Characteristics = 429
• The Message = 430
• Summary = 430
• 17 Creating Yellow Pages and Out-of-home Advertising = 433
• How to Walk for Help = 434
• Yellow Pages Advertising = 434
• The Audience = 434
• Functions of the Ad = 434
• Creating the Yellow Pages Ad = 435
• Posters = 438
• Development of the Poster = 438
• Message Design = 439
• Outdoor Advertising = 439
• The Outdoor Industry = 439
• Message Design = 440
• Production of Outdoor = 442
• Transit Advertising = 444
• The Industry = 444
• The Audience = 444
• Message Design = 445
• Movie Advertising = 445
• The Audience = 445
• CONCEPTS AND CONTROVERSIES, Theater Advertising: Do You Get What You Pay For? = 446
• Message Design = 446
• Innovative Media = 446
• Sales Messages = 446
• Reminder Messages = 446
• Action Messages = 447
• LIFESTYLE, The Male Golfer = 448
• Summary = 448
• CASE STUDY, CHEE-TOS○ = 450
• PART FIVE ADVERTISING OPERATIONS
• 18 Sales Promotion = 453
• Sales Promotions: Trick or Treat? = 454
• Reasons for the Growth of Sales Promotion = 456
• Defining Sales Promotion = 455
• The Size of Sales Promotion = 455
• The Role of Sales Promotion in Marketing = 458
• The Role of Sales Promotion in Advertising = 459
• Differences and Similarities = 459
• Introducing a New Product = 459
• Types of Sales Promotions = 460
• Consumer Sales Promotion = 460
• Reseller (Trade) Sales Promotion = 469
• Suggestions for Success = 472
• Summary = 473
• 19 Public Relations = 475
• Describing Public Relations = 476
• Who Actually Performs Public Relations Activities? = 477
• Comparing Public Relations and Advertising = 477
• Similarities = 477
• Differences = 477
• Advantages of Advertising = 478
• Advantages of Public Relations = 479
• Using Advertising and Public Relations Together = 479
• Public Relations and Integrated Marketing Communications = 480
• The Problem of Specialization = 481
• The Move Toward Integration = 481
• Problems of Integration = 482
• Arenas in Which Public Relations Operates = 482
• Products and Services = 482
• Corporate Communications = 483
• Public Affairs and Government Relations = 484
• Financial Relations = 486
• Crisis Management = 486
• Nonprofit Organizations = 487
• Evaluating Public Relations = 489
• Process Evaluation = 489
• Outcome Evaluation = 490
• Summary = 491
• 20 Advertising Campaigns = 493
• War Stories, Technobabble, and Power Talk = 494
• Advertising Campaigns = 494
• Theme and Variations = 494
• The Structure of a Campaign Plan = 496
• Situation Analysis = 496
• Advertising Strategy = 496
• INSIDE THE ADVERTISING WORLD, Phyllis Levy, Category General Manager of the Italian Foods Business Unit, Campbell Soup Company = 497
• LIFESTYLE, Users of Microwave Oven Products = 500
• Creative Plan = 501
• Direct-Response Plan = 503
• Sales Promotion Plan = 504
• Media Plan = 504
• Research and Evaluation = 508
• Campaign Budget = 508
• The Wang Success Story = 508
• Summary = 509
• 21 Evaluative Research = 511
• Evaluative Research: An Overview = 512
• Recall Tests = 513
• Analyzing Tests Results = 514
• Variations on Recall Tests = 514
• Assessing Recall Tests = 514
• Recall Tests and Decision Making = 515
• INSIDE THE ADVERTISING WORLD, Some Things I Think I Know About Studying Television Commercials / John S. Coulson(Partner, Communications Workshop, Inc.) = 516
• Recognition Tests = 516
• The Starch Test = 517
• Attitude-Change Tests = 519
• Types of Attitude-Change Tests = 519
• LIFESTYLE, Agency People: Who Are They? = 520
• The Validity Issue: Audience Composition = 522
• Other Limits on Validity = 522
• Physiological Tests = 523
• Assessing Physiological Tests = 523
• Inner Response: An Update in Physiological Testing = 524
• Frame-by-Frame Tests = 526
• Types of Frame-by-Frame Tests = 526
• Assessing Frame-by-Frame Tests = 526
• In-Market Tests = 527
• Simulated Test Markets = 527
• Single-Source Data = 527
• Summary = 528
• CASE STUDY, Blood Center of Southeastern Wisconsin = 530
• PART SIX MISCELLANEOUS ADVERTISING
• 22 Corporate Business-to-Business, and Retail Advertising = 535
• Corporate Advertising = 536
• Types of Corporate Advertising = 536
• Business-to-Business Advertising = 539
• What Is Business-to-Business Advertising? = 539
• Types of Business-to-Business Advertising = 540
• Business Versus Consumer Advertising = 543
• Business-to-Business Advertising Objectives = 545
• Does Business Advertising Sell? = 545
• Business-to-Business Advertising Media = 546
• General Business and Trade, Publication = 546
• Directory Advertising = 546
• Direct Marketing = 546
• Consumer Media = 547
• The Use of Publicity in the Business Market = 547
• The Integrated Business Advertising Plan = 547
• Retail Advertising = 547
• Anatomy of a Business Advertising Plan = 548
• Local versus National Marketing = 549
• Trends in Retailing = 549
• Retail Advertising Characteristics = 550
• Retail Advertising Strategy = 551
• Cooperative Advertising = 551
• How Co-op Works = 551
• Advantages and Disadvantages of Co-op Programs = 552
• Retail Advertising: Creativity, Media, and Research = 553
• Creating the Retail Ad = 553
• Buying and Selling Local Media = 555
• Retail Market Research = 556
• Summary = 557
• 23 International Advertising = 559
• Evolution of International Marketing = 560
• Home Country Production = 561
• Export = 561
• Transfer of Management = 562
• Nationalization = 562
• Regionalization = 563
• Development of a Global Perspective = 563
• Tools of International Management = 564
• Lingua Franca = 564
• Budget Control = 564
• Strategic Plan = 564
• Organizing for International Advertising = 564
• Organization of International Advertising Agencies = 565
• Tight Central International Control = 565
• Centralized Resources with Moderate Control = 565
• Matching the Client = 565
• The Scope of International Advertising = 566
• The Global Controversy = 566
• Global Brands = 566
• The Market-Analysis Model = 568
• The Culture-Oriented Model = 568
• The Problem of Global Media = 570
• Creating and Planning International Advertising Campaigns = 572
• Expanding a National Success = 573
• Centrally Conceived Campaigns = 573
• Variations on Central Campaigns = 573
• Selecting Media for International Campaigns = 574
• Special Problems in International Work = 575
• Language = 575
• Laws = 577
• Customs = 577
• Time = 577
• Inertia, Resistance, Rejection, and Politics = 578
• Summary = 579
• CASE STUDY, Xerox Corporation = 580
• Glossary = 585
• Index = 596