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CONTENTS ix Foreword xiii Preface to the Second Edition xvii Acknowledgments Chapter 1. Introduction to Advertising 1 2 Advertising Defined Advertising Classifications The Global Perspective: Global Brand Creation Advertising Functions Advertising and Marketing Ethics Track: Has the Top Pharmaceutical Advertiser 7 Abused Its Power? The Evolution of Advertising Summary Thirty-Second Spot: Sara Lee--Integrating an IMC 12 Philosophy Chapter 2. The Advertising Environment: Economy, 29 Society, and Technology 30 The Advertising Environment The Global Perspective: Know When to Back Off Economic Forces and Advertising Social Forces and Advertising Ethics Track: Invasive Technologies Technological Forces and Advertising Summary Sixty-Second Spot: Southern Illinois University-- 31 The Times They Are Changin' 51 Chapter 3. Legal and Political Forces and Advertising 52 The Political and Legal Environments in the United States The Global Perspective: The Impact of Advertising Environment on International Advertising The Political and Legal Environments in Other Selected Countries Ethics Track: Tobacco's Woes Summary Thirty-Second Spot: The Benefits of a Graduate Degree 59 69 Chapter 4. The Advertising Business and Advertising 77 Agencies 78 The Advertising Business The Global Perspective: "I'm Lovin' It" in China The Advertising Agency Agency Compensation Ethics Track: The Canadian Conundrum Client-Agency Relationships Summary Sixty-Second Spot: BSMG Marketing Communications-- 80 The Milk Mustache Story Chapter 5. Market Segmentation, Target Marketing, 101 and Product Positioning Market Segmentation The Global Perspective: A Week in Marketing Target Marketing Ethics Track: Marketing Cosmetic Surgery Product Positioning Summary Thirty-Second Spot: Edelman Public Relations Worldwide-- "Paws-itively Hilarious" 121 Chapter 6. Buyer Behavior and Advertising 122 The Buyer Decision Process The Global Perspective: We Can Create It, But We Can't Show It Factors Influencing the Business Market Factors Influencing the Consumer Market Ethics Track: Marketing to Men Consumer Behavior Summary 124 Sixty-Second Spot: Clifton Gunderson L.L.C.-- "Marketing Professional Services" Chapter 7. Marketing and Advertising Research 141 142 Marketing Research The Global Perspective: Consumer Intelligence Advertising Research Research Trends Ethics Track: Janet Jackson Exposed Summary Sixty-Second Spot: Writing the Road to Success 145 Chapter 8. The Marketing and Advertising Planning 159 Process The Marketing Plan The Global Perspective: When Coke May Not Be "It" The Advertising Plan Ethics Track: Olympic Sponsorship Ambushed Making Budget Decisions Summary Sixty-Second Spot: Qwest Communications-- A Day in the Life of an Evolving Brand Chapter 9. The Creative Aspect of Advertising 179 Creative Concepts or Creativity in Advertising The Global Perspective: Hard Sell is a Hard Sell Overseas Development in Creative Strategy Ethics Track: Advertising As Programming? Summary Thirty-Second Spot: Rapp Collins Worldwide-- 180 The Key to Great Creative Chapter 10. Advertising Production 205 206 Print Advertising Production The Global Perspective: When the Big Idea Goes Abroad Broadcast Advertising Production Ethics Track: The War on Advertising Internet Advertising Production Summary Sixty-Second Spot: LeSEA Broadcasting-- "Vicki's Choice: Healthy Challenges" 220 235 Chapter 11. Advertising Media Planning and Selection 236 Media Planning The Global Perspective: The Optimizer and the British Invasion Media Buying Ethics Track: Placing the Blame for Obesity Summary 241 Chapter 12. Print Media 249 250 Magazine Advertising The Global Perspective: Defined by the World and Times Newspaper Advertising Ethics Track: Magazines on Trial Summary Thirty-Second Spot: Signal Travel & Tours-- First Day Print Ad 277 Chapter 13. Broadcast Media 278 Television Advertising The Global Perspective: Television Globalizes and Specializes Radio Advertising Ethics Track: The Controversial Campaign Commercial Summary Sixty-Second Spot: The Two Sides of Radio 283 Chapter 14. Internet Advertising 299 300 The Internet The Global Perspective: Interactive in Canada Web Advertising Ethics Track: The Ambulance Chasers Internet Directory Advertising Summary Sixty-Second Spot: Stargazing Chapter 15. Alternative Advertising Media 323 324 Out-Of-Home Advertising The Global Perspective: International Billboard Other Alternative Advertising Media Ethics Track: Coming Soon to a Theater Near You Summary Chapter 16. Direct Marketing/Direct Response 349 Advertising 350 Direct Marketing: Definition and History The Global Perspective: A Diamond in the Trash? Direct Marketing Media Ethics Track: Behavioral Targeting or Online Stalking? Summary Thirty-Second Spot: Not a Change at All Chapter 17. Sales Promotion 381 382 The Role of Sales Promotion in Marketing The Global Perspective: The Cellulite Dilemma Types of Sales Promotion Ethics Track: The Carbo Craze Summary Chapter 18. Public Relations, Publicity, and Corporate 401 Advertising 403 Public Relations The Global Perspective: Worth a Thousand Words Publicity Ethics Track: Even Heroes Make Mistakes Corporate Advertising Summary Sixty-Second Spot: Defining Public Relations-- What's Your Function? 431 Notes 449 Index
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