ADVERTISING MANAGEMENT

Transcription

1 ADVERTISING MANAGEMENT Fifth Edition Rajeev Batra University of Michigan John G. Myers University of Caiifornia at Berkeley David A. Aaker University of California at Berkeley Prentice Hall international, inc.

2 GO NT E N TS Preface xi PARTI Chapter 1 Chapter 2 Readings INTRODUCTION The Field of Advertising Management The Advertiser Facilitating Institutions Perspectives on Advertising Advertising Planning and Decision Making Planning Framework Marketing Strategy and Situation Analysis The Marketing Plan The Communication and Persuasion Process The Advertising Plan Facilitating Agencies Social, Legal, and Global Factors "What Happened to Advertising?" "Do You Need Your Ad Aaencv?" Hi

3 IV CONTENTS Part II Objective Setting and Market Positioning Chapter 3 Chapter 4 integrated Marketing Communications 71 The Role of Advertising within the Marketing Program 72 The Role of Advertising within the "Communications Mix" 73 Direct or Database Marketing 74 Sales Promotions 81 Other Action-Oriented Communications 91 Public Relations 96 Integrating the Different Elements Setting Goals and Objectives 108 Function of Objectives 109 Behavioral Dynamics 112 Advertising Response Variables Intervening between Advertising and Action 121 Specifying the Target Segment 129 The DAGMAR Approach Chapter 5 Regional Brand of Beer 148 Cranberries 149 Diagnostic Case 150 How Advertising works: Some Research Results 151 Research Stream One: Focus on Exposure, Salience, and Familiarity 153 Research Stream Two: Low-Involvement Learning 155

4 CONTENTS Chapter 6 Part ill Research Stream Three: Central Versus Peripheral Routes to Persuasion and the Elaboration Likelihood Model Research Stream Four: The Cognitive Response Model Research Stream Five: The Relationship between Recall and Persuasion Segmentation and Positioning Segmentation Strategy Positioning Strategies Determining the Positioning Strategy Making the Positioning Decision Message Strategy Chapter 7 Chapter 8 Attention and Comprehension Attention From Attention to Recall Attention versus Comprehension Interpretation and Comprehension Understanding Benefit-Based Attitudes Attitude Levels and Components Means-Ends and Laddering Analysis Identifying Important Attributes or Benefits Using Multiattribute Attitude Models

5 Vi CONTENTS Chapter 9 Segmentation Using Attitude Structure New Developments in Conjoint Analysis Associating Feelings with the Brand When are Feelings More Important? Modeling the Feeling Response to Advertising Transformational Advertising: Transforming the Use Experience What Affects the Intensity of Feelings Attitude toward the Advertisement The Role of Classical Conditioning Specific Feelings Experienced by Audience Members Chapter 10 Brand Equity, image, and Personality 316 Brand Equity 317 Brand Personality Associations 320 Why Are Brand Personality Associations Important? 324 When Are Brand Personality Associations More Important? 327 Implementing a Brand Personality Strategy Chapter 11 Group influence and Word-of-Mouth Advertising 345 The Concept of Reference Groups 346 Nature of Reference Group Influences on Brand Choice 347

6 CONTENTS Vii Cases Reading PART IV Chapter 12 Chapter 13 Factors Influencing the Degree of Group Influence Informational Influence: Word-of-Mouth and Diffusion Processes Normative Influence: How Ads Can Give Brands Cultural Meaning Seven-Up Canada Packers: Tenderflake "High Performance Marketing: An interview with Nike's Phil Knight" MESSAGE TACTICS Creative Approaches Rational Creative Approaches Emotional Creative Approaches Using an Endorser Distraction Effects The Art of Copywriting The Creative Process: Coming up with an Idea Copywriting Illustrating Layout Types of Television Commercials Creative Styles Is Execution More Important Than Content? and Exercises

7 viii CONTENTS Chapter 14 Advertising Copy Testing and Diagnosis 462 Chapter 15 Reading Cases Partv Chapter 16 Copy-Testing Strategy Diagnostic Copy Tests Tracking Studies Selecting Copy Tests: Validity and Reliability Example of a Copy-Test Report on Four Copy-Testing Services Production and implementation The Advertising Production Process A Model of the Creation and Production Process The Client-Agency Relationship "In Advertising, What Distinguishes a Great Client?" Perdue Food Levi Strauss & Co. Media Strategy and Tactics Media Strategy: setting Media Budgets Economic Analysis in Setting and Allocating Budgets 548 Simple but Questionable Budgeting Decision Rules 551 Marketing Experimentation and Budgeting 555 Regression Analysis for Budgeting 564 Studies of Optimal Repetition Frequency

8 CONTENTS ix Chapter 17 Reading A Model of Adaptive Control Media Tactics: Allocating Media Budgets Media Class Decisions Media Vehicle Decisions Media Option Decisions Scheduling and Timing Decisions Creativity in Media Planning Media Buying and Organization The Media Plan for the Broilers "Checking in at Checkerboard Square," Sources of Media Data PART VI Chapter 18 Chapter 19 THE BROADER ENVIRONMENT Advertising Regulation History of Federal Regulation of Advertising What is Deceptive Advertising? Determining Deception Using Advertising Research Remedies Competitor Lawsuits Self-Regulation Advertising and Society A Structuring of the Issues Nature and Content of Advertising Effects on Values and Lifestyles Economic Effects of Advertising Advertising and ComDetition

9 X CONTENTS Chapter 20 Reading index Remedies Global Marketing and Advertising The Globalization of Markets Global Production and Marketing: The Argument for Globalization Persisting Cultural Differences: The Argument for Localization Cross-National Differences in Culture and Consumer Behavior Global Consumer Segments Seeking a Balance: Planning Globally but Acting Locally Global Branding and Positioning Global Advertising Message Strategy Message Tactics Media Strategy Media Tactics Organizing for Global Advertising "A Blueprint for Campaigns that Travel Around the World"