An edition of Advertising
(1997)
Advertising
2nd ed.
by Thomas C. O'Guinn
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Subjects
Advertising, Advertising media planningShowing 3 featured editions. View all 3 editions?
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Book Details
Table of Contents
Preface --
Acknowledgments -- -- Part 1.
The Process: Advertising in Business and Society -- -- 1.
Advertising as a Process --
What Is Advertising? --
Advertising as a Communication Process --
Advertising as a Business Process --
Advertising and Integrated Marketing Communications --
Summary --
Key Terms --
Questions for Review and Critical Thinking --
Experiential Exercises --
Using the internet -- -- 2.
The Structure of the Advertising Industry: Advertisers, Advertising Agencies, and Support Organizations --
An Industry in Transition --
The Scope of the Advertising Industry --
The Structure of the Advertising Industry --
Summary --
Key Terms --
Questions for Review and Critical Thinking --
Experiential Exercises --
Using the internet -- -- 3.
The Evolution of Advertising --
Fundamental Influences --
Advertising in Practice --
The Value of an Evolutionary Perspective --
Summary --
Key Terms --
Questions for Review and Critical Thinking --
Experiential Exercises --
Using the internet -- -- 4.
Social, Ethical, and Regulatory Aspects of Advertising --
The Social Aspects of Advertising --
The Ethical Aspects of Advertising --
The Regulatory Aspects of Advertising --
Summary --
Key Terms --
Questions for Review and Critical Thinking --
Experiential Exercises --
Using the internet -- -- IMC Part I.
From Principles to Practice: A Comprehensive IMC Case --
Background and Participants --
What Is IMC? --
Factors Contributing to IMC's Rising Prominence --
Sounds Great. So What's So Hard about IMC? --
An Agency in Pursuit of Integrated Marketing Communication --
A Client in Pursuit of Integrated Marketing Communication -- -- Part 2.
The Planning: Analyzing the Advertising Environment -- -- 5.
Advertising and Consumer Behavior --
Perspective One: The Consumer as Decision Maker --
Perspective Two: The Consumer as Social Being --
Summary --
Key Terms --
Questions for Review and Critical Thinking --
Experiential Exercises --
Using the internet -- -- 6.
Market Segmentation, Positioning, and the Value Proposition --
STP Marketing and the Evolution of Marketing Strategies --
Identifying Target Segments --
Prioritizing Target Segments --
Formulating the Positioning Strategy --
Capturing Your Strategy in a Value Proposition --
Summary --
Key Terms --
Questions for Review and Critical Thinking --
Experiential Exercises --
Using the internet -- -- 7.
Advertising Research --
The Role of Research --
Developmental Advertising Research --
Fundamental Issues in Message Evaluation --
Pretest Message Research --
Posttest Message Tracking --
Secondary Data --
Summary --
Key Terms --
Questions for Review and Critical Thinking --
Experiential Exercises --
Using the internet -- -- 8.
The Advertising Plan --
The Advertising Plan and Its Marketing Context --
The Role of the Advertising Agency in Advertising Planning --
Summary --
Key Terms --
Questions for Review and Critical Thinking --
Experiential Exercises --
Using the internet -- -- 9.
Advertising Planning: An International Perspective --
The Pepsi Challenge in Brazil: Confronting a Global Brand --
Overcoming Cultural Barriers --
The Challenges in Executing Advertising Worldwide --
Advertising Agencies around the World --
Globalized versus Localized Campaigns --
Summary --
Key Terms --
Questions for Review and Critical Thinking --
Experiential Exercises --
Using the internet -- -- IMC PART II.
From Principles to Practice: A Comprehensive IMC Case --
A Model for Planning Integrated Marketing Communications --
Assessing CBW's Situation Prior to Launch --
Pinpointing the Target Segment for Launch --
Launch Strategy and the CBW Value Proposition --
Objectives and Budget --
The Mix of Persuasion Tools -- -- Part 3.
Preparing the Message -- -- 10.
Creativity and Advertising --
Creativity, Science, and Magic --
Creativity across Domains --
Advertising Agencies, the Creative Process, and the Product --
Summary --
Key Terms --
Questions for Review and Critical Thinking --
Experiential Exercises --
Using the internet -- -- 11.
Message Strategy: Objectives and Methods --
Message Strategy --
Summary --
Key Terms --
Questions for Review and Critical Thinking --
Experiential Exercises --
Using the internet -- -- 12.
Copywriting --
Copywriting and the Creative Plan --
Copywriting for Print Advertising --
Copywriting for Cyberspace --
Copywriting for Broadcast Advertising --
Slogans --
Common Mistakes in Copywriting --
The Copy Approval Process --
Summary --
Key Terms --
Questions for Review and Critical Thinking --
Experiential Exercises --
Using the internet -- -- 13.
Art Direction and Production --
Illustration, Design, and Layout --
Production in Print Advertising --
Art Direction and Production in Cyberspace --
Art Direction and Production in Television Advertising --
Summary --
Key Terms --
Questions for Review and Critical Thinking --
Experiential Exercises --
Using the internet -- -- IMC Part III.
From Principles to Practice: A Comprehensive IMC Case --
Making Beautiful Music Together: Coordination, Collaboration, and Creativity --
Teams as the Engine for Coordination, Collaboration, and Creativity in the Launch of Cincinnati Bell Wireless -- -- Part 4.
Placing the Message -- -- 14.
Media Planning, Objectives, and Strategy --
An Overview of the Major Media --
The Media-Planning Process --
Computer Media-Planning Models --
Other Ongoing Challenges in the Media Environment --
Summary --
Key Terms --
Questions for Review and Critical Thinking --
Experiential Exercises --
Using the internet -- -- 15.
Media Evaluation: Print, Television, and Radio --
The Importance and Process of Media Evaluation --
Print Media Evaluation --
Summary --
Key Terms --
Questions for Review and Critical Thinking --
Experiential Exercises --
Using the internet -- -- 16.
Support Media, P-O-P Advertising, and Event Sponsorship --
Traditional Support Media --
Point-of-Purchase (P-O-P) Advertising --
Event Sponsorship --
The Coordination Challenge --
Summary --
Key Terms --
Questions for Review and Critical Thinking --
Experiential Exercises --
Using the internet -- -- 17.
Advertising on the Internet --
An Overview of Cyberspace --
Advertising and Marketing on the Internet --
Establishing a Site on the World Wide Web --
E-Commerce: Buying on the Web --
Summary --
Key Terms --
Questions for Review and Critical Thinking --
Experiential Exercises --
Using the internet -- -- 18.
Sales Promotion --
Basic Forms of Sales Promotion --
The Importance and Growth of Sales Promotion --
Sales Promotion Directed at Consumers --
Sales Promotion Directed at the Trade --
The Risks of Sales Promotion --
The Coordination Challenge -- IMC and Sales Promotion --
Summary --
Key Terms --
Questions for Review and Critical Thinking --
Experiential Exercises --
Using the internet -- -- 19.
Direct Marketing --
The Evolution of Direct Marketing --
Database Marketing --
Media Applications in Direct Marketing --
The Coordination Challenge Revisited --
Summary --
Key Terms --
Questions for Review and Critical Thinking --
Experiential Exercises --
Using the internet -- -- 20.
Public Relations and Corporate Advertising --
Public Relations --
Corporate Advertising --
Summary --
Key Terms --
Questions for Review and Critical Thinking --
Experiential Exercises --
Using the internet -- -- IMC Part IV.
Cincinnati Bell: From Principles to Practice: A Comprehensive IMC Case --
An Overview of the CBW Launch Campaign --
Gauging the Impact of the CBW Launch Campaign -- -- Appendix.
Web Site Addresses --
Glossary --
Name/Brand/Company Index --
Subject Index --
Credits.
Edition Notes
Supplementary multimedia instructional materials are available to accompany the text.
"Web site addresses": pages 649-654.
Includes bibliographical references and indexes.
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