Contents
Preface
Acknowledgements
About the Authors
PARTI ThePlaceofAdvertising
One Background ofToday's Advertising
Beginnings
Origins of Newspaper Advertising
Three Momentous Decades: 1870-1900
America Enters the Twentieth Century
Advertising Comes of Age
Summary
TWO Roles of Advercising
Advcrtising, the Marketing Mix, and Integrated
Marketing
Case History: John H. Harland Company: Major League
Baseball Checks
Advertising as an Institution
Advcrtising to Diverse Cusromer Intercsts
A Good Product that Meets a Perceived Nced
Variations in the Importance ofAdvertising
The Place of Advertising in the Marketing Process
Case History: Dickerson Vision Tcchnologics, Inc.: "What's
Wrong with This Picture?"
Summary
Casc History: Miles Inc.: Community Science Education
Initiative
VIDEO CASE: The Detroit Zoo
VIDEO CASE: The Atlanta Ballet: Thc Nutcracker
PART II Planning and Advertising
Three The Advertising Spiral and Brand
Planning
Pioneering Stage
The CompetitiveStage
The Rctentive Stage
The Advertising Spiral
Comparison of Stages
The Advertising Spiral as a Managcment Dccision Tool
Building Strong Brands and Equity
Summary
Four Target Marketing
Defining Prime Prospccts
Trends to Watch
New Marketing Conccpt and Targeting
Planning the Advertising
Beyond Demographics: Psychographics
Summary
VIDEO CASE: Defend Flea and Tick Product
VIDEO CASE: Southwcst Airlines
PART III Managing the Advertising
Five The Advertising Agency, Media Services, and
Other Services
The Agency
How Agcncies Developed
The Full-Service Agency
Thc Traditional Agcncy Organization
The Reengineering of the Agency
Global Agencies and Global Markets
Competing Accounts
The Agency of Record
Agency Networks
The Mega-Agency
Other Advertising Services
Forms ofAgency Compensation
Othcr Services
Worldwide Trends
Agency of the Future
Summary
Six The Advertiser's Markecing/Advertising
Operation
Marketing-Services System
Integrated Marketing Brand Management
Corporate Restructuring
Setting the Budget
The Changing Marketing Environment
Managing Brands
Agency/Client Relationships
Selecting an Agency
Appraising National Advertising
Summary
VIDEO CASE: Southwestern Bell Hispanic
VIDEO CASE: Blue Cross/Blue Shield
PART IV Media
Seven Basic Media Strategy
Media Planning
Media Research
Media Buying
Media Characteristics
The Componcnts of the Media Plan
The Media Schedule
The Pressure of Competition
Case History: Bonita Bay Properties Creative Comforts: An
Example of a Multimedia Schedule
The Budget
The Cross-Media Concept
Summary
Eight Using Television
Television as an Advertising Medium
The Rating-Point System
Case History: Simmons Company: "Energize"
Share ofAudience
The Many Faces ofTclevision
TV Syndication
Cable Television
The Videocassette Recorder
Syndicated Rating Services
The Fragmented Audience and The Electronic Highway
Summary
Nine Using Radio
Features and Advantages of Radio
Limitations and Challenges of Radio
Technical Aspects of Radio
Selling Radio Commercial Time
Types of Programming
Radio Ratings Services
Rate Classifications
Buying Radio
Using Radio Ratings
Case History: Ford Audio Systems
Summary 285
Ten Using Newspapers
Thc National Newspaper
Marketing the Newspaper
Zoning, Total Market Coverage, and Ncwspaper
Networks
Categories of Newspaper Advertising
Circulation Analysis
Technology and the Future of Newspapers
Newspaper-Distributed Magazine Supplements
The African Amcrican and Hispanic Press
Weekly Newspapers
Summary
Eleven Using Magazines
Selectivity
Costs
Media Competition and Mcdia Imperatives
(Comparatives)
Cross-Media Buys
Magazines as an Advcrrising Medium: Advantages and Dis-
advantages
Featurcs of Magazine Advertising
Magazine Elements
How Space Is Sold
Magazine Circulation
Measuring Magazine Audiences
Consumer Magazincs--Summing Up
The Business Press and Business-to-Business Adverrising
Case History: Siemens Energy & Automation, Inc.: Gen-
eral Industries Campaign
Case History: Hcuga USA (A Division of Interface, Inc.):
You Spend Too Much Time
Summary
Twelve Out-Of-Home Advertising
Out-of-Home Advertising 373
The Outdoor Industry: An Overview
Forms of Outdoor Advertising
The Elements of Outdoor
Measuring Outdoor
Transic Advertising
Shelter Advertising
Summary
Thirteen Direct-Response and Direct-Mail
Advertising
Definition ofTerms in Direct Response
The Modern Direct-Response Industry
Growth of Direct-Response Advertising
The Search for Alternative Media by Advertisers
Database Marketing
Telemarketing
Case History: Promark One Marketing Services, Inc.:
Touch-l Long Distance
Radio and Direct-Response
Magazines and Direct Response
Characteristics ofSuccessful Direct-Response Advertising
Direct-Response Offers-Direct Sales
Direct-Response Offers-Lead Getting
Direct Mail Advertising
Case History: Northlake Regional Medical Center:
Newcomers Direct Mail
The Mailing List
Planning and Producing the Direct-Mail Piece
Summary
Fourteen Sales Promotion
Promotion and Advertising
Forms of Sales Promotion
Point-of-Purchase Advertising
Case History: Elephant/Tiger: Barnum Tower Display Spe-
cialty Advertising
Specialty Advertising
Case History: Mellon Bank Corporarion: Automated Teller
Machine Processing Services
Coupons
Case History: Hills Bros. Coffee, Inc.: Perfect
Balance
Sampling
Event Marketing
Sweepstakes and Contests
Cooperative Adverrising
Trade Shows and Exhibits
Directories and Yellow Pages
Trade Incentives
Summary
VIDEO CASE: Midas
VIDEO CASE: Post Banana Nut Crunch
PART V Creating the Advertising
Fifteen Research in Adverrising
Research Is an Informational Tool
The Right Kind of Research
Strategic or Account Planners
What Kind of Research Is Needed?
The Series of Research Steps in Advertising
Testing Creative Research
Summary
Sixteen Creatmg the Copy
How Do We Create Great Advertising?
he Nature and Use ofAppeals
reat Advertising Elements
Structure of an Advertisernent
Copy Style
Case History: Cosmetic Industry Ad Tips
The Creative Work Plan
Reviewing the Copy
Summary
Seventeen The Total Concept: Words and
Visuals
Ideas Come from the Left and Right Brain
The Creative Tcam
The Idea
Summary
Eighteen Print Production
Production Data
Production Planning and Scheduling
Selecting the Printing Process
Understanding Typography
Type and Reading
Typefaces
Type Fonts and Families
Typesetting Methods
Mechanical and Artwork
Offset and Gravure Photoplatemaking
Making Duplicate Material
New Production Technology
Summary
Nineteen The TV Commercial
Copy Development and Production Timetable
Creating che TV Commercial
Producing the TV Commercial
Role of the Producer
Controlling the Cost of Commercial Production
Case History: Orkin Exterminating Company: Environ-
mental Responsibility and Consumer Concerns
Summary
Twenty The Radio Commercial
The Nature of the Medium
Creating the Commercial
Deveioping the Radio Script
Structuring the Commercial
Writing the Commercial
nming of Commercials
Musical Commercials
Methods of Delivery
Producing the Radio Commercial
Summary
Twenty-one Trademarks and Packaging
What is a Trademark?
House Marks
Service Marks, Certification Marks
Company and Product Names
Packaging
Summary
Twcnty-two The Complete Campaign
Situation Analysis
Crearive Objectives and Straregy
Media Objectives
Getting the Campaign Approved
Research-Posttests
Case History: RCA: RCA Home Theatre
Case History: AFLAC Supplemental Insurance: Supple-
mental Health Insurance
Summary
VIDEO CASE: Dodge Intrepid
VIDEO CASE: Converse Basketball
PART Vl Other Environments of
Advertising
Twenty-three Retail Advertising
Retail Trends
Consumer Attitudes
Retailing in the 1990s
National and Retail Advertising
Types of Retail Advertising
The Retail Advertising' Mix
Summary
Case History: Folks, Inc.: Restaurant Case
Twenty-four International Advertising
The New World Economic Order
Global Marketing and Advertising
Political and Economic Movements Toward a World
Economy
The Multinational Advertising Agency
Media Planning: A Global Perspective
Cultural Considerations
Legal and Regulatory Prohibitions
Advertising Diversity in the United States
Summary
Twenty-five Legal and Other Restraints on
Advertising
The Federal Trade Commission
The Robinson-Patman Act and Cooperative
Advertising
The Federal Food, Drug, and Cosmetic Act
Other Federal Controls of Advertising
Advertising and the First Amendment
Adverrising of Professional Services
Comparison Adverrising
The Advertising Clearance Process
Self-Regulation by Industrywide Groups
Summary
Twenty-SIX Economic and Social Effects of
Advertising
The Economk: Role ofAdvertising
The Social Role of Adverrising
Inadvertent Social Implications of Advertising
Overt Use of Adverrising for Social Causes
Advertising and Ethical Considerations
Summary
VIDEO CASE: The Edward J. DeBartolo Corporation:
Mall Developer
VIDEO CASE: PSE&G Utility Conservacion Campaign
Glossary
Index
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