Background and Participants p. 124 What Is IMC? p. 124 Factors Contributing to IMC's Rising Prominence p. 125 Sounds Great... So What's So Hard about

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1 Preface Acknowledgments The Process: Advertising in Business and Society p. 1 Advertising as a Process p. 2 What Is Advertising? p. 6 p. xx p. xxxv Advertising as a Communication Process p. 11 Advertising as a Business Process p. 17 Advertising and Integrated Marketing Communications p. 32 Summary p. 33 Key Terms p. 34 Questions for Review and Critical Thinking p. 34 Experiential Exercises p. 35 Using the internet p. 35 The Structure of the Advertising Industry: Advertisers, Advertising Agencies, and Support Organizations p. 36 An Industry in Transition p. 39 The Scope of the Advertising Industry p. 40 The Structure of the Advertising Industry p. 41 Summary p. 61 Key Terms p. 61 Questions for Review and Critical Thinking p. 62 Experiential Exercises p. 62 Using the internet p. 63 The Evolution of Advertising p. 64 Fundamental Influences p. 66 Advertising in Practice p. 69 The Value of an Evolutionary Perspective p. 91 Summary p. 93 Key Terms p. 93 Questions for Review and Critical Thinking p. 94 Experiential Exercises p. 94 Using the internet p. 95 Social, Ethical, and Regulatory Aspects of Advertising p. 96 The Social Aspects of Advertising p. 98 The Ethical Aspects of Advertising p. 108 The Regulatory Aspects of Advertising p. 110 Summary p. 121 Key Terms p. 122 Questions for Review and Critical Thinking p. 122 Experiential Exercises p. 123 Using the internet p. 123 From Principles to Practice: A Comprehensive IMC Case p. 124

2 Background and Participants p. 124 What Is IMC? p. 124 Factors Contributing to IMC's Rising Prominence p. 125 Sounds Great... So What's So Hard about IMC? p. 126 An Agency in Pursuit of Integrated Marketing Communication p. 128 A Client in Pursuit of Integrated Marketing Communication p. 131 The Planning: Analyzing the Advertising Environment p. 134 Advertising and Consumer Behavior p. 136 Perspective One: The Consumer as Decision Maker p. 140 Perspective Two: The Consumer as Social Being p. 156 Summary p. 175 Key Terms p. 176 Questions for Review and Critical Thinking p. 176 Experiential Exercises p. 177 Using the internet p. 177 Market Segmentation, Positioning, and the Value Proposition p. 178 STP Marketing and the Evolution of Marketing Strategies p. 181 Identifying Target Segments p. 184 Prioritizing Target Segments p. 193 Formulating the Positioning Strategy p. 196 Capturing Your Strategy in a Value Proposition p. 203 Summary p. 205 Key Terms p. 206 Questions for Review and Critical Thinking p. 206 Experiential Exercises p. 207 Using the internet p. 207 Advertising Research p. 208 The Role of Research p. 211 Developmental Advertising Research p. 212 Fundamental Issues in Message Evaluation p. 218 Pretest Message Research p. 220 Posttest Message Tracking p. 225 Secondary Data p. 230 Summary p. 235 Key Terms p. 235 Questions for Review and Critical Thinking p. 236 Experiential Exercises p. 236 Using the internet p. 237 The Advertising Plan p. 238 The Advertising Plan and Its Marketing Context p. 244 The Role of the Advertising Agency in Advertising Planning p. 260

3 Summary p. 261 Key Terms p. 262 Questions for Review and Critical Thinking p. 262 Experiential Exercises p. 262 Using the internet p. 263 Advertising Planning: An International Perspective p. 264 The Pepsi Challenge in Brazil: Confronting a Global Brand p. 267 Overcoming Cultural Barriers p. 269 The Challenges in Executing Advertising Worldwide p. 276 Advertising Agencies around the World p. 282 Globalized versus Localized Campaigns p. 285 Summary p. 289 Key Terms p. 289 Questions for Review and Critical Thinking p. 290 Experiential Exercises p. 290 Using the internet p. 291 From Principles to Practice: A Comprehensive IMC Case p. 292 A Model for Planning Integrated Marketing Communications p. 293 Assessing CBW's Situation Prior to Launch p. 294 Pinpointing the Target Segment for Launch p. 297 Launch Strategy and the CBW Value Proposition p. 299 Objectives and Budget p. 300 The Mix of Persuasion Tools p. 300 Preparing the Message p. 302 Creativity and Advertising p. 304 Creativity, Science, and Magic p. 307 Creativity across Domains p. 308 Advertising Agencies, the Creative Process, and the Product p. 315 Summary p. 325 Key Terms p. 326 Questions for Review and Critical Thinking p. 326 Experiential Exercises p. 327 Using the internet p. 327 Message Strategy: Objectives and Methods p. 328 Message Strategy p. 331 Summary p. 351 Key Terms p. 351 Questions for Review and Critical Thinking p. 352 Experiential Exercises p. 352 Using the internet p. 353 Copywriting p. 354

4 Copywriting and the Creative Plan p. 359 Copywriting for Print Advertising p. 361 Copywriting for Cyberspace p. 368 Copywriting for Broadcast Advertising p. 369 Slogans p. 380 Common Mistakes in Copywriting p. 381 The Copy Approval Process p. 382 Summary p. 384 Key Terms p. 384 Questions for Review and Critical Thinking p. 385 Experiential Exercises p. 385 Using the internet p. 385 Art Direction and Production p. 386 Illustration, Design, and Layout p. 388 Production in Print Advertising p. 401 Art Direction and Production in Cyberspace p. 404 Art Direction and Production in Television Advertising p. 406 Summary p. 423 Key Terms p. 424 Questions for Review and Critical Thinking p. 424 Experiential Exercises p. 425 Using the internet p. 425 From Principles to Practice: A Comprehensive IMC Case p. 426 Making Beautiful Music Together: Coordination, Collaboration, and Creativity p. 426 Teams as the Engine for Coordination, Collaboration, and Creativity in the Launch of Cincinnati Bell Wireless p. 429 Placing the Message p. 434 Media Planning, Objectives, and Strategy p. 436 An Overview of the Major Media p. 438 The Media-Planning Process p. 441 Computer Media-Planning Models p. 457 Other Ongoing Challenges in the Media Environment p. 458 Summary p. 464 Key Terms p. 465 Questions for Review and Critical Thinking p. 465 Experiential Exercises p. 466 Using the internet p. 467 Media Evaluation: Print, Television, and Radio p. 468 The Importance and Process of Media Evaluation p. 471 Print Media Evaluation p. 471 Summary p. 501 Key Terms p. 502

5 Questions for Review and Critical Thinking p. 502 Experiential Exercises p. 503 Using the internet p. 503 Support Media, P-O-P Advertising, and Event Sponsorship p. 504 Traditional Support Media p. 507 Point-of-Purchase (P-O-P) Advertising p. 518 Event Sponsorship p. 519 The Coordination Challenge p. 525 Summary p. 527 Key Terms p. 527 Questions for Review and Critical Thinking p. 528 Experiential Exercises p. 528 Using the internet p. 529 Advertising on the Internet p. 530 An Overview of Cyberspace p. 532 Advertising and Marketing on the Internet p. 542 Establishing a Site on the World Wide Web p. 549 E-Commerce: Buying on the Web p. 559 Summary p. 562 Key Terms p. 563 Questions for Review and Critical Thinking p. 564 Experiential Exercises p. 564 Using the internet p. 565 Sales Promotion p. 566 Basic Forms of Sales Promotion p. 569 The Importance and Growth of Sales Promotion p. 569 Sales Promotion Directed at Consumers p. 573 Sales Promotion Directed at the Trade p. 582 The Risks of Sales Promotion p. 585 The Coordination Challenge--IMC and Sales Promotion p. 586 Summary p. 588 Key Terms p. 589 Questions for Review and Critical Thinking p. 589 Experiential Exercises p. 590 Using the internet p. 591 Direct Marketing p. 592 The Evolution of Direct Marketing p. 594 Database Marketing p. 602 Media Applications in Direct Marketing p. 608 The Coordination Challenge Revisited p. 614 Summary p. 615

6 Key Terms p. 615 Questions for Review and Critical Thinking p. 616 Experiential Exercises p. 616 Using the internet p. 617 Public Relations and Corporate Advertising p. 618 Public Relations p. 621 Corporate Advertising p. 631 Summary p. 637 Key Terms p. 637 Questions for Review and Critical Thinking p. 638 Experiential Exercises p. 638 Using the internet p. 639 Cincinnati Bell: From Principles to Practice: A Comprehensive IMC Case p. 640 An Overview of the CBW Launch Campaign p. 640 Gauging the Impact of the CBW Launch Campaign p. 646 Web Site Addresses p. 649 Glossary p. 655 Name/Brand/Company Index p. 669 Subject Index p. 677 Credits p. 689 Table of Contents provided by Blackwell's Book Services and R.R. Bowker. Used with permission.