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Advertising : planning, implementation, & control 4th ed

Advertising : planning, implementation, & control 4th ed

Material type
단행본
Personal Author
Nylen, David W.
Title Statement
Advertising : planning, implementation, & control / David W. Nylen.
판사항
4th ed.
Publication, Distribution, etc
Cincinnati, Ohio :   College Division, South-Western Pub.,   c1993.  
Physical Medium
xiii, 754 p. : ill. [some col.] ; 24 cm.
ISBN
0538809183
Bibliography, Etc. Note
Includes bibliographical references and index.
Subject Added Entry-Topical Term
Advertising.
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001 000000907854
005 19990111114705.0
008 921104s1993 ohua b 001 0 eng
010 ▼a 92042795
020 ▼a 0538809183
040 ▼a DLC ▼c DLC ▼d DLC ▼d 244002
049 0 ▼l 151001456
050 0 0 ▼a HF5823 ▼b .N84 1993
082 0 0 ▼a 659.1/11 ▼2 20
090 ▼a 659.111 ▼b N995a4
100 1 ▼a Nylen, David W.
245 1 0 ▼a Advertising : ▼b planning, implementation, & control / ▼c David W. Nylen.
250 ▼a 4th ed.
260 ▼a Cincinnati, Ohio : ▼b College Division, South-Western Pub., ▼c c1993.
300 ▼a xiii, 754 p. : ▼b ill. [some col.] ; ▼c 24 cm.
504 ▼a Includes bibliographical references and index.
650 0 ▼a Advertising.

Holdings Information

No. Location Call Number Accession No. Availability Due Date Make a Reservation Service
No. 1 Location Sejong Academic Information Center/Social Science/ Call Number 659.111 N995a4 Accession No. 151001456 Availability Available Due Date Make a Reservation Service B M

Contents information

Table of Contents


CONTENTS
PART 1 FRAMEWORK FOR THE ADVERTISING PLANNING PROCESS
 CHAPTER 1 ADVERTISING AS A MARKETING MANAGEMENT TOOL = 4
  Upjohn's Rogaine-Unusual Advertising for an Unusual Product = 4
  The Role of Advertising in Marketing Strategy = 7
  The Responsibilities of Advertising Management = 15
  The Nature of the Advertising Business = 17
  Advertising Industry Jobs = 20
 CHAPTER 2 THE ADVERTISING PLAN = 28
  Sorrell Ridge Takes on Market Leader Smucker's = 28
  Advertising Planning = 29
  Characteristics of Advertising Plans = 31
  Use of the Advertising Plan = 32
  Advertising Plans and the Total Planning Process = 35
  Content of the Advertising Plan = 40
 CHAPTER 3 ORGANIZING THE ADVERTISING DEPARTMENT = 47
  R. J. Reynolds Reorganizes Its Marketing Department = 47
  The Position of Advertising in the Company Organizational Structure = 48
  Internal Organization of the Advertising Department = 53
  Staffing the Advertising Department = 60
  Developing Relationships with Other Departments = 62
 CHAPTER 4 STRUCTURING THE RELATIONSHIP WITH THE ADVERTISING AGENCY = 70
  General Foods, Carnation, and P&G: Three Approaches to Improving Advertising Agency Performance = 70
  Advertising Agency Functions and Organization = 71
  Should an Agency Be Retained? = 79
  Selection of an Advertising Agency = 81
  Advertiser/Agency Relationships = 86
 CHAPTER 5 THE ROLE OF ADVERTISING IN CONSUMER DECISION MAKING = 97
  What Makes People Read Advertisements? = 97
  Three Key Variables in Consumer Decision Making = 98
  Consumer Decision Making as Information Processing = 105
PART 2 SETTING DIRECTION FOR THE ADVERTISING PROGRAM
 CHAPTER 6 CONSUMER ANALYSIS-DETERMINING CONSUMER NEEDS = 126
  ConAgra Introduces Healthy Choice Frozen Meals = 126
  Gathering Data on Consumer Needs = 127
  Applying Information from Consumer Research = 140
 CHAPTER 7 CONSUMER ANALYSIS-SEGMENTING AND DESCRIBING PROSPECTS = 148
  Segmenting the Market for Automobile Purchases by Women = 148
  The Second Step in Consumer Analysis-Market Segmentation = 151
  The Market Segmentation Process = 152
  Segmentation in Practice = 164
 CHAPTER 8 PRODUCT ANALYSIS FOR GOODS AND SERVICES = 174
  The Search for Competitive Advantage-The Key to Effective Advertising = 174
  What Is a Product? What Is a Service? = 175
  Conducting the Product Analysis for Goods and Services = 183
  Use of Product Information = 201
 CHAPTER 9 MARKET ANALYSIS = 208
  Purina Seeks Opportunity in the Cat Food Market = 208
  Analyzing Total Market Sales = 210
  Analyzing Sales of the Advertiser's Product = 217
  Analyzing Competitive Marketing Strategies = 218
  Analyzing Environmental Factors = 220
  Sources of Market Analysis Information = 225
 CHAPTER 10 POSITIONING THE PRODUCT AND SETTING ADVERTISING OBJECTIVES = 237
  Colgate Positions a New Entry in the Children's Toothpaste Segment = 237
  Positioning the Product = 239
  Setting Advertising Objectives for the Product = 249
PART 3 PROGRAMS FOR REACHING ADVERTISING OBJECTIVES
 CHAPTER 11 SETTING THE ADVERTISING BUDGET = 264
  Quaker Oats Sets an Advertising Budget for Gatorade in a Turbulent Market = 264
  Determining the Size of the Advertising Budget = 267
  Allocation of the Advertising Budget = 282
  Administering the Advertising Budget = 285
 CHAPTER 12 THE MEDIA PROGRAM-THE MEDIA SELECTION PROCESS = 294
  Reaching the Target Audience for a Luxury Car-Media Selection by Cadillac = 294
  Classes of Media = 295
  Measurement in Media = 298
  Framework for Media Selection = 313
 CHAPTER 13 THE MEDIA PROGRAM-NEWSPAPERS AND MAGAZINES = 331
  Clinique Chooses Magazines as Its Primary Medium = 331
  Newspapers = 333
  Magazines = 347
  Newspaper Supplements = 358
 CHAPTER 14 THE MEDIA PROGRAM-TELEVISION, RADIO, AND THE NEW ELECTRONIC MEDIA = 368
  Dutch Boy Paints Repositioning Leads to Redesigned Media Program = 368
  Television = 370
  New Electronic Media = 389
  Radio = 395
 CHAPTER 15 THE MEDIA PROGRAM-DIRECT MAIL AND OUT-OF-HOME MEDIA = 413
  NBC Uses Outdoor Advertising to Promote a Television Miniseries = 413
  Direct-Mail Advertising = 414
  Outdoor Advertising = 422
  Transit Advertising = 431
  Other Media = 435
 CHAPTER 16 THE CREATIVE CAMPAIGN-DETERMINING ADVERTISING CONTENT = 446
  Hyatt Hotels of Florida Requests a New Campaign for the Meetings Market = 446
  Elements of the Creative Campaign = 448
  The Advertising Manager's Role in the Creative Process = 450
  Determining Creative Content = 455
  Problems in Determining Copy Content = 461
 CHAPTER 17 THE CREATIVE CAMPAIGN-CREATING THE ADVERTISEMENTS = 476
  Creating the Meetings Campaign for Hyatt Hotels of Florida = 476
  Finding a Central Idea = 478
  Creating the Print Advertisement = 494
  Creating the Broadcast Advertisement = 501
  Integration of the Creative Campaign = 506
 CHAPTER 18 THE CREATIVE CAMPAING-PRODUCING THE ADVERTISEMENTS = 516
  Producing the Meetings Campaign for Hyatt Hotels of Florida = 516
  The Print Production Process = 522
  The Broadcast Production Process = 530
  The Advertising Manager's Role in Production = 539
 CHAPTER 19 THE SALES PROMOTION PROGRAM = 549
  The Bristol-Myers "Safe 'n Fun" Sales Promotions = 549
  What Is Sales Promotion? = 553
  Planning the Sales Promotion Program = 557
  Problem Areas in Sales Promotions = 567
 CHAPTER 20 INTERNATIONAL ADVERTISING = 577
  Quaker Oats Goes International with Gatorade = 577
  International Advertising-Is It Different? = 579
  The Advertising Environment in International Markets = 585
  The International Advertising Plan = 592
PART 4 CONTROL AND EVALUATION OF THE ADVERTISING PROGRAMS
 CHAPTER 21 EVALUATING ADVERTISING EFFECTIVENESS = 606
  Evaluating the Effectiveness of the Energizer Bunny = 606
  The Measurement of Advertising Effectiveness = 608
  Designing an Advertising Effectiveness Evaluation Program = 615
 CHAPTER 22 TECHNIQUES FOR MEASURING ADVERTISING EFFECTIVENESS = 627
  Research Systems Tests a TV Commercial for Medacid = 627
  Evaluating Measurement Techniques = 629
  Cognitive (Knowledge) Tests = 630
  Affective (Attitude) Tests = 640
  Conative (Motive) Tests = 644
 CHAPTER 23 MEETING THE ADVERTISER'S ETHICAL RESPONSIBILITIES = 666
  RJR Advertising of a New Cigarette Brand Raises Ethical Issues = 666
  Advertising and the Consumer = 669
  A Program for Ensuring Ethical Advertising = 674
 CHAPTER 24 MEETING ADVERTISING'S LEGAL RESPONSIBILITIES = 689
  Volvo Cars Admits Guilt in Rigged Television Demonstration = 689
  The Agencies That Regulate Advertising = 692
  Legal Ground Rules in Advertising = 701
  The Legal Responsibility Program = 712
GLOSSARY = 721
INDEX = 739


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