The New AD Media Reality

Electronic over Print

BARTON C. WHITE

  
Illustrations

Preface

Introduction

I Advertising and Information

  ADVERTISING IS NOT CREATED EQUAL
  A HISTORICAL PERSPECTIVE
  THE GROWTH OF RADIO. TELEVISION. AND CABLE
  OUR CHANGING LIFESTYLES
  CONSUMER BEHAVIOR THROUGH THE DECADES
  SUMMARY

2 Consumer Behavior in the 1990s

     FAMILIARITY AND CREDIBILITY
     HOW ADVERTISING INFLUENCES CONSUMER BEHAVIOR
     SUMMARY

3 Telling It Like It Is: The Expectations and
     Limits of Advertising

     THE CHALLENGE TO CORPORATE AND BUSINESS AD EXECUTIVES
     NEVER OVERPROMISE END RESULTS
     WHAT ADVERTISING CAN AND CANNOT DO
     THE NEWSPAPER
     OTHER PRINT MEDIA
     THE ELECTRONIC MEDIA
     SUMMARY

4 The Psychology of Learning

     EARLY CHILDHOOD EDUCATION
     THE FRANCHISING OF THE MIND
     EDUCATIONAL LEARNING THEORIES
     SUMMARY

5 Target Marketing

     TARGET MARKETING AND ADVERTISING
     CONSUMER MARKETS- A DEMOGRAPHIC BREAKDOWN
     WHAT IS WRONG WITH TODAY'S MARKETING?
     MARKET SEGMENTATION
     EFFECTIVE TARGET MARKETING
     DEMOGRAPHIC AND GEOGRAPHIC VARIABLES
     SUMMARY

6 The Surgical Strike: How to Target with Creative Copy

     MARKETING AND ADVERTISING AS RISK TAKING
     THE ADVERTISER'S MOST IMPORTANT FIGURES: 2/8/90/20/5.200
     ADVERTISING VERSUS PROMOTION
     THE CREATIVE FACTOR
     WHAT GOOD COPY REALLY IS
     GUIDELINES FOR CREATIVE COPY
     SUMMARY

7 The Advertising Managers Speak

     THE NEED FOR BUSINESS INPUT
     RESEARCH RESULTS
     CONCLUSIONS
     THE ROLE OF THE BUSINESSPERSON
     WHAT EFFECTIVE ADVERTISING MUST DO
     TOP TWENTY-FIVE MEGABRANDS BY 1991 AD SPENDING

8 The Landscape of the Future: Toward New and
     Emerging Technologies

     THE FUTURE LANDSCAPE
     SUMMARY
     REPLAY

     Bibliography

     Index