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Part 1. An Introduction to Advertising, 2
Chapter one. Advertising Yesterday, Today, and Tomorrow, 2
What Is Advertising?, 4
The Role of Advertising in Business, 6
What Is Marketing?, 6
Advertising and the Marketing Process, 7
Economics: The Growing Need for Advertising, 7
Principles of Free Market Economics, 8
Functions and Effects of Advertising in a Free Economy, 8
The Evolution of Advertising as an Economic Tool, 10
The Preindustrial Age, 10
The Industrializing Age, 12
The Industrial Age, 14
The Postindustrial Age, 15
The Global Interactive Age: Looking at the Twenty-first Century, 18
Society and Ethics: The Effects of Advertising, 20
Chapter two. The Economic, Social, and Regulatory Aspects of Advertising, 24
The Many Controversies about Advertising, 26
The Economic Impact of Advertising, 27
Effect on the Value of Products, 27
Effect on Prices, 29
Effect on Competition, 29
Effect on Consumers and Businesses, 30
The Abundance Principle: The Economic Impact of Advertising in Perspective, 31
The Social Impact of Advertising, 31
Deception in Advertising, 31
The Subliminal Advertising Myth, 32
Ethical Issues Truth in Advertising: Fluffing and Puffing, 33
Advertising and Our Value System, 34
The Proliferation of Advertising, 34
Stereotypes in Advertising, 35
Offensive Advertising, 35
The Social Impact of Advertising in Perspective, 37
Social Responsibility and Advertising Ethics, 37
Advertisers' Social Responsibility, 38
Ethics of Advertising, 38
Current Regulatory Issues Affecting U.S. Advertisers, 39
Freedom of Commercial Speech, 39
Tobacco Advertising, 40
Advertising to Children, 40
Consumer Privacy, 41
Federal Regulation of Advertising in the United States, 41
The U.S. Federal Trade Commission, 42
Commercial Break 2–A: Unfair and Deceptive Practices in Advertising, 43
The Food and Drug Administration (FDA), 45
The Federal Communications Commission (FCC), 46
The Patent and Trademark Office and the Library of Congress, 47
State and Local Regulation, 48
Nongovernment Regulation, 48
The Better Business Bureau (BBB), 48
The National Advertising Review Council (NARC), 49
Regulation by the Media, 50
Regulation by Consumer Groups, 51
Self-Regulation by Advertisers and Ad Agencies, 51
Government Restraints on International Advertisers, 52
The Ethical and Legal Aspects of Advertising in Perspective, 53
Chapter three. The Business of Advertising, 56
The Advertising Industry, 58
The Organizations in Advertising, 58
The People in Advertising, 58
The Advertisers (Clients), 58
Local Advertising: Where the Action Is, 58
Regional and National Advertisers, 61
Checklist: Creating Local Advertising, 62
Commercial Break 3–A: The Co-op Marriage, 63
Transnational Advertisers, 66
Media Around the World, 68
The Advertising Agency, 69
The Role of the Advertising Agency, 70
Types of Agencies, 70
What People in an Agency Do, 73
How Agencies Are Structured, 76
How Agencies Are Compensated, 77
The In-House Agency, 78
The Client/Agency Relationship, 79
How Agencies Get Clients, 79
Ethical Issues: Ethical Issues Swirl around 2006's Biggest Ad Industry Story, 80
Factors Affecting the Client/Agency Relationship, 82
The Suppliers in Advertising, 83
Art Studios and Web Designers, 83
Printers and Related Specialists, 83
Film and Video Houses, 84
Research Companies, 84
The Media of Advertising, 84
Current Trends, 84
Part 2. Understanding the Target Audience, 90
Chapter four. Segmentation, Targeting, and the Marketing Mix, 90
The Larger Marketing Context of Advertising, 92
Commercial Break 4–A: Understanding Needs and Utility, 93
Customer Needs and Product Utility, 93
Exchanges: The Purpose of Marketing and Advertising, 94
The Market Segmentation Process, 94
Types of Markets, 95
Segmenting the Consumer Market: Finding the Right Niche, 96
Ethical Issues: Brand Niching May Cause Brand Switching, 100
Segmenting Business and Government Markets: Understanding Organizational Buying Behavior, 103
Aggregating Market Segments, 105
The Target Marketing Process, 107
Target Market Selection, 107
Commercial Break 4–B: Understanding the Product Element: Starbucks Coffee, 108
The Marketing Mix: A Strategy for Matching Products to Markets, 108
Advertising and the Product Element, 109
Product Life Cycles, 109
Product Classifications, 111
Product Positioning, 112
Product Differentiation, 112
Product Branding, 113
The Role of Branding, 114
Product Packaging, 115
Advertising and the Price Element, 115
Key Factors Influencing Price, 115
Advertising and the Distribution (Place) Element, 116
Direct Distribution, 116
Indirect Distribution, 116
Commercial Break 4–C: Starbucks and the Place Element, 117
Advertising and the Promotion (Communication) Element, 118
Commercial Break 4–D: Price and Promotion, 119
The Marketing Mix in Perspective, 120
Chapter five. Communication and Consumer Behavior, 122
Communication: What Makes Advertising Unique, 124
The Human Communication Process, 125
Applying the Communication Process to Advertising, 125
Consumer Behavior: The Key to Advertising Strategy, 127
The Importance of Knowing the Consumer, 127
The Consumer Decision Process: An Overview, 128
Personal Processes in Consumer Behavior, 129
The Consumer Perception Process, 129
Learning and Persuasion: How Consumers Process Information, 132
The Consumer Motivation Process, 136
Interpersonal Influences on Consumer Behavior, 138
Family Influence, 138
Societal Influence, 139
Ethical Issues: Is It Marketing or Is It Exploitation?, 141
Cultural and Subcultural Influence, 142
The Purchase Decision and Postpurchase Evaluation, 143
Commercial Break 5–A: Applying Consumer Behavior Principles to Ad Making, 145
Different Responses from Different Products, 146
Part 3. The Planning Process, 150
Chapter six. Account Planning and Research, 150
The Account Planner as Consumer Advocate, 152
The Need for Research in Marketing and Advertising, 153
What Is Marketing Research?, 153
What Is Advertising Research?, 154
Advertising Strategy Research, 155
Creative Concept Research, 157
Pretesting and Posttesting, 157
Steps in the Research Process, 158
Step 1: Analyzing the Situation and Defining the Problem, 159
Step 2: Conducting Informal (Exploratory) Research, 159
Step 3: Establishing Research Objectives, 161
Step 4: Conducting Formal Research, 161
Checklist: Methods for Pretesting Ads, 166
Checklist: Methods for Posttesting Ads, 167
Step 5: Interpreting and Reporting the Findings, 167
Important Issues in Advertising Research, 168
Considerations in Conducting Formal Quantitative Research, 168
Checklist: Developing an Effective Questionnaire, 171
Collecting Primary Data in International Markets, 171
Chapter seven. Developing Marketing and Advertising Plans, 176
The Marketing Plan, 179
The Importance of Marketing Planning, 179
The Effect of the Marketing Plan on Advertising, 179
Top-Down Marketing, 179
Commercial Break 7–A: The Strategies of Marketing Warfare, 182
Bottom-Up Marketing: How Small Companies Plan, 184
The New Marketing Mantra: Relationship Marketing, 185
The Importance of Relationships, 185
Ethical Issues: A War of Comparisons, 186
Levels of Relationships, 187
Using IMC to Make Relationships Work, 188
IMC: The Concept and the Process, 188
The Dimensions of IMC, 191
The IMC Approach to Marketing and Advertising Planning, 191
The Importance of IMC to the Study of Advertising, 192
The Advertising Plan, 192
Reviewing the Marketing Plan, 192
Setting Advertising Objectives, 193
Determining the Advertising Strategy, 196
Allocating Funds for Advertising, 196
Commercial Break 7–B: The Economic Effect of Advertising on Sales, 197
Checklist: Ways to Set Advertising Budgets, 198
Methods of Allocating Funds, 198
Part 4. The Creative Process, 204
Chapter eight. Creative Strategy and the Creative Process, 204
The Creative Team: The Authors and Encoders of Advertising, 207
What Makes Great Advertising?, 207
The Resonance Dimension, 208
The Relevance Dimension, 209
Formulating Creative Strategy: The Key to Great Advertising, 209
Writing the Creative Strategy, 210
Elements of Message Strategy, 212
How Creativity Enhances Advertising, 212
What Is Creativity?, 213
The Role of Creativity in Advertising, 213
Commercial Break 8–A: The Psychological Impact of Color, 214
Understanding Creative Thinking, 215
The Creative Process, 217
The Explorer Role: Gathering Information, 217
Develop an Insight Outlook, 218
Know the Objective, 218
Brainstorm, 218
The Artist Role: Developing and Implementing the Big Idea, 218
Task 1: Develop the Big Idea, 219
Task 2: Implement the Big Idea, 221
The Creative Pyramid: A Guide to Formulating Copy and Art, 222
Ethical Issues: Does Sex Appeal?, 224
The Judge Role: Decision Time, 226
The Warrior Role: Overcoming Setbacks and Obstacles, 227
Commercial Break 8–B: Applying the Creative Pyramid to Advertising, 227
Chapter nine. Creative Execution: Art and Copy, 232
Delivering on the Big Idea: The Visual and the Verbal, 234
The Art of Creating Print Advertising, 234
Designing the Print Ad, 235
The Use of Layouts, 235
Advertising Design and Production: The Creative and Approval Process, 235
Commercial Break 9–A: The Role of the Advertising Artist, 236
Effect of Computers on Graphic Design, 238
Principles of Design: Which Design Formats Work Best, 238
Commercial Break 9–B: The Art Director's Guide to Layout Styles, 239
The Use of Visuals in Print Advertising, 242
Copywriting and Formats for Print Advertising, 244
Headlines, 244
Ethical Issues: Imitation, Plagiarism, or Flattery?, 245
Subheads, 247
Checklist: Writing Effective Copy, 248
Body Copy, 248
Slogans, 250
Seals, Logos, and Signatures, 250
Checklist: Creating Effective Radio Commercials, 251
Copywriting for Electronic Media, 251
Writing Radio Copy, 251
Writing Television Copy, 252
Checklist: Creating Effective TV Commercials, 253
The Role of Art in Radio and TV Advertising, 253
Developing the Artistic Concept for Commercials, 254
Formats for Radio and TV Commercials, 254
Basic Mechanics of Storyboard Development, 257
Writing for the Web, 258
Checklist: Creating Effective Web Ads, 260
Creating Ads for International Markets, 260
Translating Copy, 261
Art Direction for International Markets, 262
Legal Restraints on International Advertisers, 263
Chapter ten. Producing Ads for Print, Electronic, and Digital Media, 266
Managing the Advertising Production Process, 268
The Role of the Production Manager or Producer, 268
Managing Production Costs, 269
The Print Production Process, 271
The Preproduction Phase: Planning the Project, 271
The Production Phase: Creating the Artwork, 273
Commercial Break 10–A: The Characteristics of Type, 274
The Prepress Phase: Stripping, Negs, and Plates, 276
The Duplication and Distribution Phase: Printing, Binding, and Shipping, 277
Quality Control in Print Production, 278
Production Phase Quality Issues, 279
Prepress Quality Issues, 279
The Radio Commercial Production Process, 280
Preproduction, 280
Production: Cutting the Spot, 281
Postproduction: Finishing the Spot, 282
The Television Commercial Production Process, 282
The Role of the Commercial Producer, 283
The Preproduction Phase, 283
Production: The Shoot, 285
Postproduction, 287
Producing Advertising for Digital Media, 288
The Emergence of Digital Media, 288
The Role of Digital Media in Advertising, 289
The People Who Produce Digital Media Advertising, 290
The Production Process, 290
Part 5. Reaching the Target Audience, 294
Chapter eleven. Print Advertising, 294
Selecting Media, 296
Print Media, 297
Using Magazines in the Media Mix, 297
The Pros and Cons of Magazine Advertising, 297
Special Possibilities with Magazines, 298
Checklist: The Pros and Cons of Magazine Advertising, 300
Commercial Break 11–A: Magazines and the Media Mix, 301
How Magazines Are Categorized, 301
Commercial Break 11–B: Innovations in Magazine Advertising, 302
Buying Magazine Space, 304
Understanding Magazine Circulation, 304
Reading Rate Cards, 306
Using Newspapers in the Media Mix, 308
Who Uses Newspapers?, 308
The Pros and Cons of Newspaper Advertising, 309
How Newspapers Are Categorized, 309
Checklist: The Pros and Cons of Newspaper Advertising, 310
Commercial Break 11–C: Newspapers and the Media Mix, 311
Types of Newspaper Advertising, 312
How Advertisers Buy Newspaper Space, 313
Understanding Readership and Circulation, 313
Ethical Issues: What's at Stake with Sweepstakes?, 316
Insertion Orders and Tearsheets, 317
Checklist: What Works Best in Print, 318
Print Media and New Technologies, 318
Directories and Yellow Pages, 319
Chapter twelve. Electronic Media: Television and Radio, 324
The Medium of Television, 326
Broadcast TV, 326
Cable TV, 327
TV Audience Trends, 327
Checklist: The Pros and Cons of Broadcast TV Advertising, 329
Impact of Technology, 330
The Use of Television in IMC, 331
Checklist: The Pros and Cons of Cable TV Advertising, 332
Types of TV Advertising, 332
Video Alternatives to TV Commercials, 335
TV Audience Measurement, 338
Rating Services, 338
Cable Ratings, 338
Ethical Issues: Advertising to Children: Child's Play?, 339
Defining Television Markets, 339
Commercial Break 12–A: Where Do Those Infamous TV Ratings Come From?, 340
Dayparts, 340
Audience Measurements, 341
Gross Rating Points, 342
Buying Television Time, 343
Selecting Programs for Buys, 343
Negotiating Prices, 343
The Medium of Radio, 344
Who Uses Radio?, 344
The Use of Radio in IMC, 345
Radio Programming and Audiences, 345
Satellite Radio and Portable Music Devices, 346
Buying Radio Time, 347
Types of Radio Advertising, 347
Checklist: The Pros and Cons of Radio Advertising, 348
Radio Terminology, 348
Chapter thirteen. Digital Interactive Media, 354
Digital Interactive Media, 356
The Internet as a Medium, 357
A Brief History of the Internet and the World Wide Web, 360
Web Portals, 360
Google and Internet Search, 361
The Internet Audience, 363
Types of Internet Advertising, 366
Problems with the Internet as an Advertising Medium, 369
Using the Internet in IMC, 369
Checklist: The Pros and Cons of Internet Advertising, 370
Measuring the Internet Audience, 371
Seeking Standardization, 371
Commercial Break 13–A: Internet Ratings: The Next Frontier, 372
The Promise of Enhanced Tracking, 373
Buying Time and Space on the Internet, 373
Pricing Methods, 374
The Cost of Targeting, 375
Ethical Issues: Profiling: Would You Take Cookies from a Stranger?, 376
Stretching Out the Dollars, 377
Other Interactive Media, 377
Kiosks, 377
Interactive TV, 378
Cell Phone Advertising, 379
Chapter fourteen. Out-of-Home, Direct-Mail, and Specialty Advertising, 382
Out-of-Home Media, 384
Outdoor Advertising, 384
Standardization of the Outdoor Advertising Business, 385
Checklist: The Pros and Cons of Outdoor Advertising, 386
Types of Outdoor Advertising, 386
Commercial Break 14–A: How to Use Type and Color in Outdoor Advertising, 387
Buying Outdoor Advertising, 389
Regulation of Outdoor Advertising, 390
Ethical Issues: Does Spillover Need Mopping Up?, 391
Checklist: The Pros and Cons of Transit Advertising, 392
Transit Advertising, 392
Types of Transit Advertising, 393
Buying Transit Advertising, 394
Other Out-of-Home Media, 395
Mobile Billboards, 395
Electronic Signs and Display Panels, 395
Parking Meters, Public Phones, and More, 396
Direct-Mail Advertising: The Addressable Medium, 396
Growth of Direct Mail, 396
Types of Direct-Mail Advertising, 397
Using Direct Mail in the Media Mix, 398
Components of Direct-Mail Advertising, 398
Checklist: The Pros and Cons of Direct-Mail Advertising, 399
Commercial Break 14–B: Developing Effective Direct- Mail Packages, 400
Specialty Advertising, 402
Part 6. Integrating Marketing Communications Elements, 406
Chapter fifteen. Media Planning and Buying, 406
Media Planning: Integrating Science with Creativity in Advertising, 408
The Challenge, 409
The Role of Media in the Marketing Framework, 412
Ethical Issues: Closed-Circuit Programming, 413
The Media Planning Framework, 415
Defining Media Objectives, 415
Audience Objectives, 415
Message-Distribution Objectives, 416
Optimizing Reach, Frequency, and Continuity: The Art of Media Planning, 419
Developing a Media Strategy: The Media Mix, 420
Factors in the Media Strategy: The Five Ms, 420
Factors That Influence Media Strategy Decisions, 421
Stating the Media Strategy, 426
Media Tactics: Selecting and Scheduling Media Vehicles, 426
Commercial Break 15–A: Media Selection: Quick List of Advantages, 427
Criteria for Selecting Individual Media Vehicles, 427
The Synergy of Mixed Media, 430
Methods for Scheduling Media, 430
Computers in Media Selection and Scheduling, 431
The Role of the Media Buyer, 432
Chapter sixteen. IMC: Direct Marketing, Personal Selling, and Sales Promotion, 436
The Importance of Relationship Marketing and IMC, 438
Understanding Direct Marketing, 439
The Role of Direct Marketing in IMC, 440
The Evolution of Direct Marketing, 441
The Impact of Databases on Direct Marketing, 442
The Importance of Direct Marketing to IMC, 442
Drawbacks to Direct Marketing, 443
Types of Direct Marketing Activities, 444
Direct Sales, 444
Direct-Response Advertising, 445
Personal Selling: The Human Medium, 447
Types of Personal Selling, 448
Advantages of Personal Selling, 448
Drawbacks of Personal Selling, 449
The Role of Personal Selling in IMC, 449
Gathering Information, 449
Providing Information, 450
Fulfilling Orders, 450
Building Relationships, 450
Trade Shows, 451
The Role of Sales Promotion in IMC, 452
The Positive Effect of Sales Promotion on Brand Volume, 453
Checklist: Creating Effective Sales Promotions, 454
The Negative Effect of Sales Promotion on Brand Value, 454
Sales Promotion Strategies and Tactics, 455
Giving Brands a Push with Trade Promotions, 455
Using Consumer Promotions to Pull Brands Through, 458
Commercial Break 16–A: Applying Push/Pull Strategies to Sales Promotion, 459
Chapter seventeen. IMC: Public Relations, Sponsorship, and Corporate Advertising, 466
The Role of Public Relations, 468
The Difference between Advertising and Public Relations, 469
Advertising and PR in the Eyes of Practitioners, 470
The Public Relations Job, 470
PR Planning and Research, 470
Reputation Management, 471
Other Public Relations Activities, 473
Public Relations Tools, 474
Checklist: How to Write a News Release, 476
Sponsorships and Events, 477
The Growth of Sponsorship, 477
Benefits of Sponsorship, 478
Drawbacks of Sponsorship, 479
Types of Sponsorship, 479
Checklist: How to Select Events for Sponsorship, 482
Methods of Sponsorship, 482
Measuring Sponsorship Results, 483
Corporate Advertising, 483
Public Relations Advertising, 483
Corporate/Institutional Advertising, 484
Commercial Break 17–A: David Ogilvy on Corporate Advertising, 485
Corporate Identity Advertising, 485
Recruitment Advertising, 486
Glossary, 488
Endnotes, 511
Credits and Acknowledgments, 524
Name Index, 530
Company Index, 535
Subject Index, 544

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