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Advertising : principles and practice 2nd ed., Annotated instructor's ed.

Advertising : principles and practice 2nd ed., Annotated instructor's ed. (7회 대출)

자료유형
단행본
개인저자
Wells, William, 1926- Burnett, John , 1944- Moriarty, Sandra E. (Sandra Ernst) Pearce, Charles (R. Charles)
서명 / 저자사항
Advertising : principles and practice / William Wells, John Burnett, Sandra Moriarty.
판사항
2nd ed., Annotated instructor's ed. / Charles Pearce.
발행사항
Englewood Cliffs, N.J. :   Prentice Hall,   c1992.  
형태사항
xxi, 692, [69] p. : ill. (some col.) ; 29 cm.
ISBN
0130162132 0130162051 :
서지주기
Includes bibliographical references and index.
일반주제명
Advertising.
비통제주제어
Advertising,,
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010 ▼a gb93023627 91-36573
015 ▼a GB93-23627
020 ▼a 0130162132
020 ▼a 0130162051 :
040 ▼a IBS ▼c IBS ▼d UKM ▼d 211009
049 ▼a ACSL ▼l 421115796 ▼l 111272140
050 ▼a HF5823 ▼b .W455 1992b
082 0 4 ▼a 659.1 ▼2 20
090 ▼a 659.1 ▼b W453a2
100 1 ▼a Wells, William, ▼d 1926-
245 1 0 ▼a Advertising : ▼b principles and practice / ▼c William Wells, John Burnett, Sandra Moriarty.
250 ▼a 2nd ed., Annotated instructor's ed. / ▼b Charles Pearce.
260 ▼a Englewood Cliffs, N.J. : ▼b Prentice Hall, ▼c c1992.
300 ▼a xxi, 692, [69] p. : ▼b ill. (some col.) ; ▼c 29 cm.
504 ▼a Includes bibliographical references and index.
650 0 ▼a Advertising.
653 0 ▼a Advertising
700 1 ▼a Burnett, John , ▼d 1944-
700 1 ▼a Moriarty, Sandra E. ▼q (Sandra Ernst)
700 1 ▼a Pearce, Charles ▼q (R. Charles)

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CONTENTS
Preface = xviii
About the Authors = xxiv
PART ONE ADVERTISING FOUNDATIONS AND ENVIRONMENT
  1 Introduction to Advertising = 1
    What Does Fahrvergn u ·· gen Mean Anyhow? = 2
    What Makes An Ad Great? = 3
      Classics = 4
        ISSUES AND APPLICATIONS: Bo KNOWS GREAT ADVERTISING = 7
      Characteristics of Great Ads = 7
        CONCEPTS AND CONTROVERSIES: THE DEMISE JOE ISUZU = 9
    The World of Advertising = 10
      Defining Advertising = 10
      Types of Advertising = 10
      Roles of Advertising = 11
      Functions of Advertising = 13
    The Three Players = 13
      The Advertiser = 14
        INSIDE THE ADVERTISING WORLD: / PAT CAFFERATA(PRESIDENT AND CEO, YOUNG & RUBICAM, CHICAGO) = 15
      The Advertising Agency = 16
      The Media = 19
    The Evolution of Advertising = 19
      The Ancient Period = 21
      The Age of Print = 21
      The Formative Years = 22
      Modern Advertising = 24
    Summary = 31
      VIDEO CASE: SECONDARY USES: AVON'S SKIN SO SOFT = 33
  2 Advertising and Society: Ethics and Regulation = 34
    There's a War Out There = 36
    Advertising Ethics = 36
      Ethical Criteria = 37
      The Problem of Being Ethical = 38
    Ethical Issues in Advertising = 40
      Puffer = 40
      Taste and Advertising = 40
      Stereotyping in Advertising = 42
      Advertising to Children = 45
      Advertising Controversial Products = 46
        CONCEPTS AND CONTROVERSIES: TAKING ADVANTAGE OF PEOPLE IN CRISIS = 47
      Subliminal Advertising = 49
    Advertising and the Law = 51
      Advertising and the First Amendment = 51
    The Federal Trade Commission = 52
      The FTC and Advertisers = 54
    FTC Concerns with Advertising = 55
      Deception = 55
      Reasonable Basis for Making a Claim = 56
      RICO Suits = 56
      Comparative Advertising = 57
        ISSUES AND APPLICATIONS: IT'S A MIRAGE! = 58
      Endorsements = 58
      Demonstrations = 58
    Remedies for Deceptive and Unfair Advertising = 59
      Consent Decrees = 59
      Cease-and-Desist Orders = 59
      Corrective Advertising = 59
      The Legal Responsibility of the Agency = 60
      Substantiating Advertising Claims = 61
      Consumer Redress = 61
      Food and Drug Administration = 61
      Federal Communications Commission = 61
      Other Federal Agencies = 61
    Self-Regulation = 62
      National Agencies = 62
      Local Regulations: BBB = 63
      Media Regulation and Advertising = 63
      A Final Thought = 63
    Summary = 64
      VIDEO CASE: INFOMERCIALS: OPPORTUNITY OR THREAT = 65
  3 Advertisers and the Marketing Process = 66
    Meet the McDonald's of Video Stores = 68
    The Concept of Marketing = 68
      The Idea of a Market = 71
      Types of Markets = 71
      The Marketing Concept = 72
    The 4Ps of Marketing = 74
      Product = 75
        ISSUES AND APPLICATIONS: ESTABLISHING A BRAND NAME: THE JEANS INDUSTRY = 78
      Place (The Channel of Distribution) = 79
      Pricing = 81
      Promotion = 83
        INSIDE ADVERTISING: / LAUREN BERGER(SENIOR VICE PRESIDENT MANAGEMENT SUPERVISOR, DDB NEEDHAM WORLDWIDE) = 84
    Advertising and the Marketing Mix = 85
      LIFESTYLES: THE POLITICALLY CYNICAL AMERICAN = 86
    Summary = 87
      VIDEO CASE: ON THE WRONG SCENT: BIC PARFUM = 89
    Appendix: Integrated Marketing Communications = 90
  4 Advertising Agencies = 96
    Major Advertiser Appoints Small Agency = 98
    Essence of the Business: Value-Adding Ideas = 98
    Why Hire an Advertising Agency? = 99
      Expertise and Objectivity = 99
        CONCEPTS AND CONTROVERSIES: WHAT Do CLIENTS REALLY WANT FROM THEIR AGENCIES? = 100
      Cost Efficiency = 101
      Creating Brand Value = 101
      Establishing Client-Customer Relations = 101
      Creating an Impression = 102
      Staffing and Management = 102
    The Agency World: Types of Advertising Agencies = 103
      Functions = 104
        ISSUES AND APPLICATIONS: AGENCY-CLIENT COMMUNICATION DURING THE PERSIAN GULF WAR = 105
      Full-Service Agencies = 105
      Creative Boutiques = 106
      Medical Agencies = 107
      Minority Agencies = 107
      In-House Agencies = 108
      Media-Buying Services = 109
    How Agencies Are Organized = 110
      Account Management = 111
      Creative Development and Production = 113
      Media Planning and Buying = 115
        INSIDE ADVERTISING: / ROBERT KLEIN(MANAGEMENT REPRESENTATIVE FOR BIG "G" CEREALS. DDB NEEDHAM CHICAGO) = 116
      Research Services = 118
      Internal Services = 119
    How Agencies Are Paid = 121
      The Commission System = 121
      Markups = 123
      The Fee System = 123
    Changes in the Agency World = 125
      Megamergers = 125
        CONCEPTS AND CONTROVERSIES: CONFLICTS AND LOYALTY = 127
      Consolidation = 128
    Perils of the Business = 129
    Summary = 130
      VIDEO CASE: CHIAT/DAY/MOJO AND THE NISSAN STANZA CHALLENGE = 131
      CASE STUDY: THE HONDA WAY = 132
PART TWO ADVERTISING BACKGROUND, PLANNING, AND STRATEGY
  5 The Consumer Audience = 136
    Popeye the Quaker Man! = 138
    Consumer Behavior = 138
      The Consumer Audience = 139
      Market Segmentation/Target Marketing = 139
    Influences on You as a Consumer = 140
      Cultural and Social Influences = 140
      Reference Groups = 143
    Personal Influences = 144
      Demographics = 144
        LIFESTYLES: BABY BUSTERS: THE GENERATION THAT CAN SAY No = 147
      Geographic Location = 152
      Psychographics = 153
      Buying Behavior = 162
        LIFESTYLES: WHO ARE MOST LIKELY TO BUY CELLULAR CAR PHONES? = 163
    The Key to Effective Advertising: Understanding the Audience = 165
    Summary = 166
      VIDEO CASE: TEENAGE ANGST: THE "JORDACHE BASICS" CAMPAIGN = 167
    Appendix: Studying Consumer Trends = 168
  6 Strategic Research = 174
    Copper Mountain's Research Odyssey = 176
    Research: The Quest for Intelligence = 178
      Exploratory Research = 179
        INSIDE ADVERTISING: / JACK STRATTON(DIRECTOR, CONSUMER RESEARCH SERVICES, GENERAL MILLS, INC.) = 183
      Who Organizes the Facts? = 186
    The Strategy Document = 188
      Marketing Objective = 188
      The Product = 189
      The Target Audience = 189
      Promise and Support = 189
      Brand Personality = 189
    Message Development Research = 190
      LIFESTYLES: CHANGES IN MOTHERS OF CHILDREN 2 YEARS OF AGE AND YOUNGER = 191
      Diagnostic Research and Concept Testing = 191
        ISSUES AND APPLICATIONS: FOCUS GROUPS = 195
    Summary = 197
      VIDEO CASE: CONAGRA'S HEALTHY CHOICE = 199
  7 Strategy and Planning = 200
    The International Coffee War = 202
    Strategy and Planning = 203
      Strategic Planning: Making Intelligent Decisions = 203
    The Marketing Plan = 204
      Situation Analysis = 205
      Problems and Opportunities = 206
      Marketing Objectives = 206
      Marketing Strategies = 206
        INSIDE ADVERTISING: / PAULA S. AUSICK(DIRECTOR, CONSUMER RESOURCES, FOOTE, CONE & BELDING, CHICAGO) = 208
      Implementation and Evaluation = 214
    The Advertising Plan = 214
      Situation Analysis = 215
      Advertising Strategy Decisions = 217
      Implementation and Evaluation = 224
      The Advertising Budget = 224
    The Creative Plan and Copy Strategy = 227
      Selling Premises = 228
      Execution Details = 233
    Summary = 233
      VIDEO CASE: REPOSITIONING GENERAL MOTORS AUTOMOBILES: PART 2-OLDSMOBILE'S "NEW GENERATION" CAMPAIGN = 235
  8 How Advertising Works = 236
    Zapproofing the Ads = 238
    Advertising Impact = 239
      The Advertising Environment = 239
      The Audience = 240
      Breakthrough Advertising = 240
    The Psychology of Advertising = 241
      Perception: Creating Stopping Power = 241
        CONCEPTS AND CONTROVERSIES: THE IRRITATION FACTOR = 242
      Awareness: Making an Impression = 244
      Understanding: Making It Clear = 247
      Persuasion: Making Moving Messages = 248
      Locking Power: Making It Memorable = 252
    How Brand Images Work = 253
      Brand Image = 254
      Building a Brand = 256
      Transformation Advertising = 257
    Summary = 259
      VIDEO CASE: ILLINOIS STATE TOURISM BOARD = 261
      CASE STUDY: DISCOVERING A NEW CREDIT CARD = 262
PART THREE ADVERTISING MEDIA
  9 Media Strategy and Planning = 264
    A Wall Comes Down: The New Age of Media and Creative Harmony = 266
    The Function of Media Planning in Advertising = 268
    The Aperture Concept in Media Planning = 268
    Media Planning Operations: Information Sources and Analysis = 268
      Marketing Sources = 269
      Creative Sources = 270
      Media Sources = 270
        ISSUES AND APPLICATIONS: ORION INNOVATES MEDIA STRATEGIES = 271
    Media Planning Operations: Setting Objectives and Strategies = 272
      Finding Target Audiences = 272
      Where to Advertise: Geographic Areas = 273
      Timing: When to Advertise = 275
      Duration: Finding the Best Campaign Length = 279
      Continuity Scheduling Strategies = 280
      Impact-Stimulating Aperture = 282
      Finding Acceptable Media Environments = 283
    Media Planning Operations: Media Selection Procedures = 285
      Audience Measures Used in Media Planning = 285
      Reach and Media Planning = 287
      Frequency and Media Planning = 288
      Combining Reach and Frequency Goals: Effective Frequency = 290
      Cost Efficiency as a Planning Dimension = 290
    Media Planning Operations: Staging a Media Plan = 291
      Background/Situation Analysis = 292
      Media Objectives/Aperture Opportunities = 292
      Strategy: Selection of Media = 292
      The Flow Chart: Scheduling and Budgeting Allocation = 295
    Summary = 295
      VIDEO CASE: WELLSTONE FOR U.S. SENATE = 297
  10 Broadcast Media = 298
    Nintendo Divides and Conquers = 300
    The Structure of Television = 301
      Wired Network Television = 301
      Unwired Network Television = 301
      Public Television = 301
      Cable and Subscription Television = 302
        LIFESTYLES: FREQUENT VIDEOTAPE RENTERS = 304
      Local Television = 306
      Specialty Television = 307
      Television Syndication = 307
        ISSUES AND APPLICATIONS: INTERACTION TV: TOTALLY CUSTOMIZED = 309
    Television Advertising = 310
      Forms of Television Advertising = 310
    The Television Audience = 311
      How People Watch Television = 312
      Measuring the Television Audience = 313
    Advantages and Disadvantages of Television = 317
      Advantages = 317
      Disadvantages = 318
    The Structure of Radio = 321
      AM Radio = 321
      FM Radio = 321
    Radio Advertising = 322
      Network Radio = 323
      Spot Radio = 324
    The Radio Audience = 324
      Measuring the Radio Audience = 325
    Advantages and Disadvantages of Radio = 326
      Advantages = 326
      Disadvantage = 326
    Summary = 327
      VIDEO CASE: TAKING SNEAKERS UPTOWN = 329
  11 Print Media = 330
    Finding College Students Where They Live = 332
    Print Media = 333
    Newspapers = 333
      The Structure of Newspapers = 335
      The Readers of Newspapers = 338
      Measuring the Newspaper Audience = 339
      Advertising in Newspapers = 339
        INSIDE ADVERTISING: / KENNETH O. HUSTEL(VICE PRESIDENT, NEWSPAPER ADVERTISING BUREAU, INC.) = 340
      The Advantages of Newspapers = 343
      The Disadvantages of Newspapers = 344
    Magazines = 344
      The Structure of Magazines = 346
      The Readers of Magazines = 347
      Measuring Magazine Readership = 347
      Advertising in Magazines = 348
      The Advantages of Magazines = 349
        ISSUES AND APPLICATIONS: POSITIONS ON POSITIONING = 350
        LIFESTYLES: MEN SPEAK OUT ON MEN = 351
      The Disadvantages of Magazines = 352
    Summary = 353
      VIDEO CASE: MARKETING IN THE AGE OF SOCIAL RESPONSIBILITY = 355
  12 Media Buying = 356
    Reebok Pumps Up for Media Buying = 358
    Media-Buying Functions = 359
      Providing Inside Information to the Media Planner = 359
      Media Vehicle Selection = 359
      Negotiating Media Prices = 361
      Monitoring Vehicle Performance = 361
      Postcampaign Analysis = 361
    Special Skills: Expert Knowledge of Media Opportunities = 361
      Media Content = 361
        ISSUES AND APPLICATIONS: NEW MEDIA ALTERNATIVES = 362
      Audience Habits = 362
      Research Evaluation = 363
    Special Skills: Knowledge of Media Pricing = 364
      Media Cost Responsibilities = 364
      Cost-Per-Thousand (CPM) Trends = 367
    Special Skills: Media Vehicle Selection and Negotiation = 367
      The Boundaries: Working Within Plan Requirements = 367
        INSIDE ADVERTISING: MARIE NETOLICKY, NATIONAL TELEVISION BUYER, DDB NEEDHAM/CHICAGO = 369
      Negotiation: The Art of a Buyer = 370
    Special Skills: Maintaining Plan Performance = 373
      Monitoring Audience Research = 373
      Schedule and Technical Problems = 374
    Summary = 375
      VIDEO CASE: PUBLIC SERVICE ANNOUNCEMENTS: SKIN SAVERS = 377
      CASE STUDY: DON'T LET "BAMBI "GET AWAY = 378
PART FOUR CREATING ADVERTISING
  13 The Creative Side of Advertising = 382
    Take My Idea ... Please = 384
    Creative Concept: The Big Idea = 385
      What Makes an Idea Creative? = 385
        CONCEPTS AND CONTROVERSIES: THE CURSE OF THE CLIO = 389
      The Creative Personality = 390
      Creative Thinking = 392
      The Creative Process = 393
    The Message Design = 397
      Hard and Soft Sell = 397
      Lectures and Dramas = 398
      Formats and Formulas = 400
        ISSUES AND APPLICATIONS: THE JOLLY GREEN SPOKESGIANT = 402
        LIFESTYLES: HEALTH CLUB USERS AND HOME EXERCISERS = 404
      Burnett's "Structural Analysis" = 406
    Images and Advertising = 406
      Message Objectives = 406
      The Power of the Visual = 407
      Purpose of the Visual = 408
      Art Direction = 409
    Words and Advertising = 410
      Copywriting = 410
      Stylistics = 410
      Strategy and Originality = 412
    Summary = 413
      VIDEO CASE: CLEARASIL-"DOO RUN" = 415
  14 Creating Print Advertising = 416
    The Infiniti Teaser = 418
    Print Advertising = 418
      Newspaper Advertisements = 419
      Magazine Advertisements = 420
    Writing for Print = 421
      Headlines = 421
      Other Display Copy = 424
      Body Copy = 425
    Designing for Print = 427
      Layout and Design = 427
      Design Principles = 429
      Color = 435
    Print Production = 435
      The Type = 435
      The Art = 440
      Art Reproduction = 440
      Color Reproduction = 441
    Printing Processes = 446
      Letterpress = 446
      Offset Lithography = 446
      Rotogravure = 447
      Flexography = 447
      Silk Screen = 447
      Duplicating Ads = 447
        ISSUES AND APPLICATIONS: CREATIVE ADVERTISING IN THE COMPUTER AGE = 447
      Binding and Finishing = 449
      New Technology = 449
    Summary = 450
      VIDEO CASE: DANNON YOGURT: DANNON LIGHT "REFLECTIONS " CAMPAIGN = 451
  15 Creating Broadcast Advertising = 452
    Lights, Camera, Fish? = 454
    The Television Environment = 454
      Characteristics of Television Commercials = 455
    The Nature of Commercials = 456
      Message Strategy = 456
      Elements = 459
      Filming and Taping = 460
    Planning and Producing Commercials = 462
      Planning Television Commercials = 462
      Scripts and Storyboards = 463
        INSIDE ADVERTISING: / JAY DANDY(SENIOR COPYWRITER, FOOTE, CONE & BELDING, CHICAGO) = 464
      The Team = 465
      Producing a Television Commercial = 467
    The Radio Environment = 469
      Characteristics of the Radio Environment = 469
      Message Strategy = 471
    Writing For Audio = 471
      Style = 471
      Tools = 472
      Scripting = 473
    Producing a Radio Commercial = 473
      Taped Commercials = 474
      Live Spots = 475
    Message Trends = 475
      Length and Content = 475
      Zapproofing = 476
      Embeds = 476
      Image Manipulation = 477
    Summary = 477
      VIDEO CASE: THE AT&T UNIVERSAL CARD = 479
  16 Creating Direct-Response Advertising = 480
    Buick Subscribes to New Technology = 482
    Direct Marketing = 482
      Direct-Response Advertising = 483
      Data-Base Marketing = 484
    The Direct-Response Industry = 486
      Reasons for Growth = 486
    Characteristics of Direct Response = 487
      Tightly Targeted = 488
      Interactive = 488
      Measurable Action Objectives = 488
      Drawbacks and Disadvantages = 488
    The Players = 489
      CONCEPTS AND CONTROVERSIES: DIRECT MARKETING AND THE PRIVACY ISSUE = 490
      The Advertisers = 490
      The Agencies = 491
      The Consumers = 491
    The Media of Direct Response = 493
      Direct Mail = 493
        ISSUES AND APPLICATIONS: THE PRICE OF STAMP = 497
      The Catalog Marketplace = 498
      Print Media = 500
      Broadcast Media = 501
    Telemarketing = 502
      Costs = 502
      Characteristics = 503
      The Message = 503
    Summary = 504
      VIDEO CASE: HOME SHOPPING: DIRECT-MAIL CATALOGS = 505
  17 Creating Directory and Out-of-home Advertising = 506
    Reporting on the Yellow Pages = 508
    Directory Advertising = 508
      Yellow Pages Advertising = 509
      The Audience = 510
      Creating the Yellow Pages Ad = 511
      Electronic Directories = 513
    Outdoor Advertising = 513
      Posters = 513
      Billboards = 515
      Painted Bulletins = 515
      Message Design = 517
        CONCEPTS AND CONTROVERSIES: SHOULD OUTDOOR ADVERTISING BE BANNED? = 519
      Production of Outdoor = 520
    Transit Advertising = 521
      The Audience = 522
      Message Design = 522
        ISSUES AND APPLICATIONS: TAKING ADVERTISERS FOR A RIDE = 523
    Movie Advertising = 523
      The Audience = 523
      Message Design = 523
        LIFESTYLES: THE MALE GOLFER = 524
      The Controversy = 524
    Innovative Media = 525
      Sales Messages = 525
      Reminder Messages = 525
      Action Messages
    Summary = 526
    VIDEO CASE:
      DOWN TO EARTH PROBLEMS FOR GENERAL MOTORS' SATURN PROJECT = 527
      CASE STUDY: LANDS' END: ADVERTISING WITH A DIRECTION = 528
PART FIVE ADVERTISING OPERATIONS
  18 Sales Promotion = 532
    Joint Promotions Lead the Way = 534
    Defining Sales Promotion = 535
    The Size of Sales Promotion = 535
      Reasons for the Growth of Sales Promotion = 537
        LIFESTYLES: CONSUMERS' USE OF SALES PROMOTION = 539
    Types of Sales Promotion = 540
      Consumer Sales Promotion = 540
      Reseller (Trade) Sales Promotion = 548
    The Role of Sales Promotion in Marketing = 552
    The Relationship Between Sales Promotion and Advertising = 553
      Differences and Similarities = 553
      Introducing a New Product = 554
      Can Sales Promotion Build Brands? = 555
    The Future of Sales Promotion = 556
    Summary = 557
      VIDEO CASE: SALES PROMOTIONS AND THE DEATH OF BRANDS = 559
  19 Public Relations = 560
    Retailers Get Down to Earth = 562
    The Challenge of Public Relations = 562
    Comparing Public Relations and Advertising = 564
      Media Approach = 564
      Control and Credibility = 564
    The Components of Public Relations = 565
      Measuring Public Opinion = 565
      Green Marketing = 566
        ISSUES AND APPLICATIONS: SPONSORING EARTH DAY = 568
    Public Relations Techniques = 568
      House Ads = 568
      Public Service Announcements = 569
      Corporate (Institutional) Advertising = 570
      In-House Publications = 571
      Speakers, Photographs, and Films = 571
      Displays, Exhibits, and Staged Events = 572
        CONCEPTS AND CONTROVERSIES: PUBLIC SERVICE ANNOUNCEMENTS OR PAID ADS? = 573
    Public Relations Implemented Through Uncontrolled Media = 574
    Noncommercial Advertising = 577
      Nonprofit Organizations = 577
    Evaluating Public Relations = 579
      Process Evaluation = 579
        LIFESTYLES: RECRUITING BLOOD DONERS = 580
    Summary = 582
      VIDEO CASE: GREEN CONSUMERISM: TREND OR FAD? = 583
  20 Advertising Campaigns = 584
    RCA: Revitalizing A Brand = 586
    The Structure Of A Campaign Plan = 586
      Situation Analysis = 587
      Campaign Strategy = 592
    RCA: Changing Entertainment. Again = 593
      Creative Plan = 593
      Calendar = 595
      Media Plan = 595
      Integrated Marketing Communications = 595
    Evaluating the Campaign = 599
    Summary = 600
      VIDEO CASE: VIRGIN MARKET FOR VIRGIN ATLANTIC AIRWAYS = 601
  2l Evaluative Research = 602
    Why Can't Cannes Agree? = 604
    Evaluative Research Suppliers and Methods = 605
    Memory Tests = 605
      Recall Tests = 606
      Recognition Tests = 609
        LIFESTYLES: FOREIGN AND DOMESTIC CAR OWNERS = 611
    Persuasion Tests = 612
      Types of Persuasion Tests = 612
      Assessing Persuasion Tests = 613
    Direct-Response Counts = 615
    Communication Tests = 615
      ISSUES AND APPLICATIONS: TELEVISION'S LONGEST-RUNNING SPOT = 616
    Focus Groups = 617
    Physiological Tests = 617
      INSIDE ADVERTISING: SOME THING I THINK I KNOW ABOUT STUDYING TELEVISION COMMERCIALS: / JOHN S. COULSON = 618
      Assessing Physiological Tests = 619
    Frame-by-Frame Tests = 620
      Assessing Frame-by-Frame Tests = 621
    In-Market Tests = 621
      Simulated Test Markets = 621
      Single-Source Data = 622
    Implications of Evaluative Research = 622
    Summary = 623
      VIDEO CASE: "PERFECT" NAVY BY COVER GIRL = 625
      CASE STUDY: CANCER TREATMENT CENTERS OF AMERICA = 626
PART SIX MISCELLANEOUS ADVERTISING
  22 Business-to-Business and Retail Advertising = 628
    A Special Retailer = 630
    Business-to-Business Advertising = 631
      Types of Business-to-Business Advertising = 631
      Business versus Consumer Marketing = 634
      Business-to-Business Advertising Objectives = 636
      Creating Business-to-Business Ads = 637
    Business-to-Business Advertising Media = 638
      General Business and Trade Publications = 639
      Directory Advertising = 639
      Direct Marketing = 639
      Consumer Media = 639
      Recent Trends in Service Media = 640
      Does Business Advertising Sell? = 640
        ISSUES AND APPLICATIONS: THE STEPS TO SUCCESSFUL BUSINESS ADVERTISING = 641
      The Integrated Business Advertising Plan = 642
    Retail Advertising = 642
      Retail Advertising versus National Advertising = 642
      Cooperative Advertising = 643
      Trends in Retailing = 645
      Types of Retail Advertising = 648
    Retail Advertising: Creativity, Media, and Research = 649
      Creating the Retail Ad = 649
        LIFESTYLES: A PORTRAIT OF TWO FAMILIES WITH CREDIT CARDS = 650
      Buying and Selling Local Media = 652
      Media Alternatives = 653
      Retail Market Research = 655
    Summary = 655
      VIDEO CASE: PRICE CHOPPER: "BEST FOODS/BEST PRICE" = 657
  23 International Advertising = 658
    The Softness No One Could Beat = 660
    Evolution of International Marketing = 661
      Home-Country Production = 662
      Export = 663
      Transfer of Management = 664
      Nationalization = 664
      Regionalization = 664
    The Global Perspective = 665
      Global Brands = 667
      The Global Debate = 667
        CONCEPTS AND CONTROVERSIES: THE COMMUNIST BLOC MOVES TO A MARKET ECONOMY = 668
    Tools of International Management = 670
      Lingua Franca = 670
      Budget Control = 671
      Strategic Plan = 673
        INSIDE ADVERTISING: / ANTHONY SMEE(MANAGING DIRECTOR, SMEE'S ADVERTISING LTD., LONDON) = 674
    Organization of International Advertising Agencies = 675
      The Scope of International Advertising = 675
      Tight Central International Control = 678
      Centralized Resources With Moderate Control = 678
      Matching the Client = 679
    Creating and Planning International Advertising Campaigns = 679
      Expanding a National Success = 679
      Centrally Conceived Campaigns = 680
      Variations on Central Campaigns = 681
      Selecting Media for International Campaigns = 681
        ISSUES AND APPLICATIONS: ZIBENJIA IS JUST ANOTHER WORD FOR CAPITALISM = 684
        ISSUES AND APPLICATIONS: HOW WELL DOES ADVERTISING CROSS BORDERS? = 685
    International Considerations = 685
      Laws = 685
      Customs = 686
      Time = 686
      Inertia, Resistance, Rejection, and Politics = 686
    Summary = 687
      VIDEO CASE: BIG MAC ATTACK ON THE SOVIET UNION = 689
      CASE STUDY: BROOKE BOND PG TIPS = 690
Appendix: Careers in Advertising = A1
Glossary = G1
Index = I1

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