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The Preface, vii
Our Thanks, xxi
Part One. Advertising Perspectives, 2
Chapter 1. What Is Advertising Today?, 2
What Is Advertising?, 7
Communication: What Makes Advertising Unique, 8
The Human Communication Process, 8
Applying the Communication Process to Advertising, 9
AD LAB 1-A Advertising as a Literary Form, 12
Marketing: Determining the Type of Advertising to Use, 13
What Is Marketing?, 13
Advertising and the Marketing Process, 14
Identifying Target Markets and Target Audiences, 14
ETHICAL ISSUES Ethics in Advertising: An Overview, 14
Implementing Marketing Strategy, 17
PORTFOLIO REVIEW Building Brand Value, 18
PEOPLE BEHIND THE ADS Albert Lasker and Claude Hopkins, 24
Integrating Marketing Communications, 25
Chapter 2. The Evolution of Advertising, 28
Economics: The Growing Need for Advertising, 31
Principles of Free-Market Economics, 31
Functions and Effects of Advertising in a Free Economy, 32
PORTFOLIO REVIEW The Modern History of Advertising, 36
The Evolution of Advertising as an Economic Tool, 40
ETHICAL ISSUES Ethical Dilemma or Ethical Lapse?, 42
The Global Interactive Age: Looking at the 21st Century, 47
Society and Ethics: The Effects of Advertising, 50
AD LAB 2-A What Kills Bugs Dead?, 50
PEOPLE BEHING THE ADS William Bernbach, 52
Chapter 3. The Economic, Social, and Regulatory Aspects of Advertising, 56
The Many Controversies about Advertising, 59
The Economic Impact of Advertising, 61
Effect on the Value of Products, 62
Effect on Prices, 62
Effect on Competition, 63
Effect on Consumer Demand, 63
Effect on Consumer Choice, 64
Effect on the Business Cycle, 64
The Abundance Principle: The Economic Impact of Advertising in Perspective, 64
The Social Impact of Advertising, 65
Deception in Advertising, 65
The Effect of Advertising on Our Value System, 66
The Proliferation of Advertising, 67
AD LAB 3-A Unfair and Deceptive Practices in Advertising, 67
The Use of Stereotypes in Advertising, 69
Offensiveness in Advertising, 70
The Social Impact of Advertising in Perspective, 71
Social Responsibility and Advertising Ethics, 72
Advertisers' Social Responsibility, 72
Ethics of Advertising, 73
ETHICAL ISSUES Advertising and Subliminal Persuasion, 74
How Government Regulates Advertising, 76
Government Restraints on International Advertisers, 76
Current Regulatory Issues Affecting U.S. Advertisers, 77
Freedom of Commercial Speech, 77
The Tobacco Advertising Controversy, 77
AD LAB 3-B The Importance of Good Legal Counsel in Advertising, 78
The Issue of Advertising to Children, 79
Consumer Privacy, 80
Federal Regulation of Advertising in North America, 81
The U.S. Federal Trade Commission, 81
The Food and Drug Administration (FDA), 84
The Federal Communications Commission (FCC), 86
The Patent and Trademark Office and the Library of Congress, 86
State and Local Regulation, 87
Regulation by State Governments, 87
Regulation by Local Governments, 88
Nongovernment Regulation, 88
The Better Business Bureau (BBB), 89
The National Advertising Review Council (NARC), 89
Regulation by the Media, 90
AD LAB 3-C Editorial or Advertising: It's Adversarial, 91
Regulation by Consumer Groups, 92
Self-Regulation by Advertisers, 92
Self- Regulation by Ad Agencies and Associations, 93
The Ethical and Legal Aspects of Advertising in Perspective, 93
PEOPLE BEHIND THE ADS Edward Boyd, Pepsi North America, 94
Chapter 4. The Scope of Advertising: From Local to Global, 98
The Advertising Industry, 102
The Organizations in Advertising, 102
The People in Advertising, 102
The Advertisers (the Clients), 102
Local Advertising: Where the Action Is, 102
CHECKLIST Creating Local Advertising, 106
Regional and National Advertisers, 107
AD LAB 4-A The Co-op Marriage, 108
Transnational Advertisers, 111
The Advertising Agency, 112
The Role of the Advertising Agency, 113
Types of Agencies, 113
AD LAB 4-B How Big Is the Agency Business, 114
What People in an Agency Do, 117
How Agencies Are Structured, 120
How Agencies Are Compensated, 121
The In-House Agency, 122
The Client/Agency Relationship, 123
How Agencies Get Clients, 123
ETHICAL ISSUES Accounting for Account Reviews, 124
Stages in the Client/Agency Relationship, 125
CHECKLIST Agency Review, 126
CHECKLIST Ways to Be a Better Client, 127
Factors Affecting the Client/Agency Relationship, 128
The Suppliers in Advertising, 128
Art Studios and Web Designers, 128
Printers and Related Specialists, 128
Film and Video Houses, 129
Research Companies, 129
The Media of Advertising, 129
Print Media, 130
Electronic Media, 131
Digital Interactive Media, 131
Out-of-Home Media, 131
Direct Mail, 131
Other Media, 132
PEOPLE BEHIND THE ADS Nancy Hill, 132
Media around the World, 133
Part Two. Crafting Marketing and Advertising Strategies, 138
Chapter 5. Marketing and Consumer Behavior: The Foundations of Advertising, 138
The Larger Marketing Context of Advertising, 140
The Relationship of Marketing to Advertising, 141
Customer Needs and Product Utility, 141
Exchanges, Perception, and Satisfaction, 141
AD LAB 5-A Understanding Needs and Utility, 142
The Key Participants in the Marketing Process, 144
Customers, 144
Markets, 144
Marketers, 146
Consumer Behavior: The Key to Advertising Strategy, 146
The Importance of Knowing the Consumer, 147
The Consumer Decision Process: An Overview, 147
Personal Processes in Consumer Behavior, 148
The Consumer Perception Process, 148
Learning and Persuasion: How Consumers Process Information, 151
The Consumer Motivation Process, 154
Interpersonal Influences on Consumer Behavior, 157
Family Influence, 157
Societal Influence, 157
ETHICAL ISSUES Helping an Industry Look like America, 158
Cultural and Subcultural Influence, 160
Nonpersonal Influences on Consumer Behavior, 162
Time, 162
Place, 162
Environment, 162
The Purchase Decision and Postpurchase Evaluation, 163
PEOPLE BEHIND THE ADS Jon Steel, 164
AD LAB 5-B Applying Consumer Behavior Principles to Ad Marking, 166
Chapter 6. Market Segmentation and the Marketing Mix: Determinants of Advertising Strategy, 170
The Market Segmentation Process, 172
Segmenting the Consumer Market: Finding the Right Niche, 173
ETHICAL ISSUES Brand Niching May Cause Brand Switching, 180
Psychographic Segmentation, 181
AD LAB 6-A Market Segmentation: A Dog of a Job, 184
Segmenting Business and Government Markets: Understanding Organizational Buying Behavior, 184
Aggregating Market Segments, 187
The Target Marketing Process, 189
Target Market Selection, 189
AD LAB 6-B Understanding the Product Element: Starbucks Coffee, 190
The Marketing Mix: A Strategy for Matching Products to Markets, 190
Advertising and the Product Element, 191
Product Life Cycles, 191
Product Classifications, 193
Product Positioning, 194
Product Differentiation, 195
Product Branding, 195
Product Packaging, 197
Advertising and the Price Element, 198
Key Factors Influencing Price, 198
Advertising and the Distribution (Place) Element, 200
Direct Distribution, 200
Indirect Distribution, 200
AD LAB 6-C Starbucks and the Place Element, 201
Vertical Marketing System: The Growth of Franchising, 202
Advertising and the Communication (Promotion) Element, 203
Personal Selling, 203
Advertising, 203
Direct Marketing, 204
Public Relations, 204
Collateral Materials, 204
Sales Promotion, 204
AD LAB 6-D Price and Promotion, 205
PEOPLE BEHIND THE ADS Tere and Joe Zubi, Founders, Zubi Advertising, 206
The Marketing Mix in Perspective, 207
Chapter 7. Research: Gathering Information for Advertising Planning, 210
The Need for Research in Marketing and Advertising, 213
What Is Marketing Research?, 213
What Is Advertising Research?, 214
Applying Research to Advertising Decision Making, 214
Advertising Strategy Research, 215
Developing Creative Concepts, 217
Pretesting and Posttesting, 218
Steps in the Research Process, 220
Step 1: Analyzing the situation and Defining the Problem, 220
Step 2: Conducting Informal (Exploratory) Research, 221
Step 3: Establishing Research Objectives, 223
Step 4: Conducting Formal Research, 223
CHECKLIST Methods for Pretesting Ads, 228
CHECKLIST Methods for Posttesting Ads, 229
Step 5: Interpreting and Reporting the Findings, 230
Important Issues in Advertising Research, 230
Considerations in Conducing Formal Quantitative Research, 230
ETHICAL ISSUES Research Statistics Can Be Friends or Foes, 232
Collecting Primary Data in International Markets, 233
CHECKLIST Developing an Effective Questionnaire, 236
PEOPLE BEHIND THE ADS George Gallup, 237
Chapter 8. Marketing and Advertising Planning, 240
The Marketing Plan, 243
The Mission Statement, 243
The Situation Analysis, 244
The Marketing Objectives, 244
The Marketing Strategy, 246
AD LAB 8-A The Strategies of Marketing Warfare, 247
ETHICAL ISSUES A War of Comparisons, 248
How Small Companies Plan: Bottom-Up Marketing, 250
Relationship Marketing, 251
The Importance of Relationships, 251
Levels of Relationships, 252
Using IMC to Make Relationships Work, 253
IMC: The Concept and the Process, 253
The Dimensions of IMC, 255
The IMC Approach to Marketing and Advertising Planning, 256
The Importance of IMC to the Study of Advertising, 258
The Advertising Plan, 258
Reviewing the Marketing Plan, 258
Setting Advertising Objectives, 258
Advertising Strategy and the Creative Mix, 261
The Secret to Successful Planning, 264
Allocating Funds for Advertising, 264
Advertising: An Investment in Future Sales, 264
PORTFOLIO REVIEW Strategic Use of the Creative Mix, 266
Methods of Allocating Funds, 269
AD LAB 8-B The Economic Effect of Advertising on Sales, 269
CHECKLIST Ways to Set Advertising Budgets, 271
PEOPLE BEHIND THE ADS: Cie Nicholson, CMO, PepsiCo North America, 272
The Bottom Line, 273
Chapter 9. Planning Media Strategy: Finding Links to the Market, 276
Media Planning: Integrating Science with Creativity in Advertising, 280
The Challenge, 280
AD LAB 9-A Off-the-Wall Media That Pull Customers Off the Fence, 282
The Role of Media in the Marketing Framework, 286
ETHICAL ISSUES The Ethical Dilemmas of Agency Compensation, 286
The Media-Planning Framework, 287
Defining Media Objectives, 290
Audience Objectives, 290
Message-Distribution Objectives, 291
Optimizing Reach, Frequency, and Continuity: The Art of Media Planning, 295
Developing a Media Strategy: The Media Mix, 296
Elements of the Media Mix: The Five Ms, 296
Factors That Influence Media Strategy Decisions, 297
CHECKLIST International Media Planning, 303
Stating the Media Strategy, 304
Media Tactics: Selecting and Scheduling Media Vehicles, 304
Criteria for Selecting Individual Media Vehicles, 304
AD LAB 9-B Media Selection: Quicklist of Advantages, 305
Economics of Foreigh Media, 307
The Synergy f Mixed Media, 308
Methods for Scheduling Media, 308
Computers in Media Selection and Scheduling, 309
PEOPLE BEHIND THE ADS Ken Cervantes, MediaVest, 310
Part Three. Creating Advertisements and Commercials, 314
Chapter 10. Creative Strategy and the Creative Process, 314
The Creative Team: The Authors and Encoders of Advertising, 317
What Makes Great Advertising?, 317
The Resonance Dimension, 318
The Relevance Dimension, 319
Formulating Advertising Strategy: The Key to Great Creative, 319
Writing the Creative Brief (Copy Platform), 320
Elements of Message Strategy, 321
How Creativity Enhances Advertising, 322
What Is Creativity?, 322
The Role Of Creativity In Advertising, 322
Understanding Creative Thinking, 324
AD LAB 10-A The Psychological Impact of Color, 325
The Creative Process, 327
The Explorer Role: Gathering Information, 327
Develop an Insight Outlook, 328
Know the Objective, 328
Brainstorm, 329
The Artist Role: Developing and Implementing the Big Idea, 329
Task 1: Develop the Big Idea, 329
Task 2: Implement the Big Idea, 333
The Creative Pyramid: A Guide to Formulating Copy and Art, 333
ETHICAL ISSUES Does Sex Appeal?, 334
The Judge Role: Decision Time, 337
The Warrior Role: Overcoming Setbacks and Obstacles, 338
AD LAB 10-B Applying the Creative Pyramid to Advertising, 338
AD LAB 10-C The Creative Gymnasium, 339
PORTFOLIO REVIEW The Creative Director's Greatest Ads, 340
PEOPLE BEHIND THE ADS Tim Piper, Copywriter, Ogilvy & Mather, Toronto, 344
Chapter 11. Creative Execution: Art and Copy, 348
Delivering on the Big Idea: The Visual and the Verbal, 350
The Art of Creating Print Advertising, 350
Designing the Print Ad, 351
The Use of Layouts, 351
Advertising Design and Production: The Creative and Approval Process, 352
AD LAB 11-A The Role of the Advertising Artist, 353
Effect of Computers on Graphic Design, 354
Principles of Design: Which Design Formats Work Best, 355
The Use of Visuals in Print Advertising, 356
PORTFOLIO REVIEW The Art Director's Guide to Layout Styles, 358
Copywriting and Formats for Print Advertising, 361
Headlines, 361
ETHICAL ISSUES Lmitation, Plagiarism, or Flattery?, 362
Subheads, 364
Body Copy, 365
CHECKLIST Writing Effective Copy, 366
Slogans, 367
Seals, Logos, and Signatures, 368
Copywriting for Electronic Media, 368
Writing Radio Copy, 368
Writing Television Copy, 369
CHECKLIST Creating Effective Radio Commercials, 369
The Role of Art in Radio and TV Advertising, 370
Developing the Artistic Concept for Commercials, 370
CHECKLIST Creating Effective TV Commercials, 370
Formats for Radio and TV Commercials, 371
AD LAB 11-B Creative Ways to Sell on Radio, 372
Basic Mechanics of Storyboard Development, 375
Writing for the Internet, 376
Creating Ads for International Markets, 377
Translating Copy, 377
PEOPLE BEHIND THE ADS Alex Bogusky, Creative Director, Crispin Porter + Bogusky, 378
Art Direction for International Markets, 380
Legal Restraints on International Advertisers, 381
Chapter 12. Producing Ads for Print, Electronic, and Digital Media, 384
Managing the Advertising Production Process, 386
The Role of the Production Manager or Producer, 386
Managing Production Costs, 387
The Print Production Process, 391
The Preproduction Phase: Planning the Project, 391
AD LAB 12-A The Characteristics of Type, 392
The Production Phase: Creating the Artwork, 394
The Prepress Phase: Stripping, Negs, and Plates, 397
The Duplication and Distribution Phase: Printing, Binding, and Shipping, 398
Quality Control in Print Production, 398
Production Phase Quality Issues, 398
Prepress Quality Issues, 399
PORTFOLIO REVIEW Creative Department: From Concept through Production of a Magazine Ad and Television Commercial, 400
The Radio Commercial Production Process, 407
Preproduction, 407
Production: Cutting the Spot, 408
Postproduction: Finishing the Spot, 409
The Television Commercial Production Process, 409
The Role of the Commercial Producer, 409
The Preproduction Phase, 410
Production: The Shoot, 412
AD LAB 12-B The Film versus Tape Decision, 412
Postproduction, 414
Producing Advertising for Digital Media, 415
The Emergence of Digital Media, 415
ETHICAL ISSUES Closed-Circuit Programming, 416
The Role of Digital Media in Advertising, 418
The People Who Produce Digital Media Advertising, 418
PEOPLE BEHIND THE ADS John Posey, 419
The Production Process, 420
Part Four. Using Advertising Media, 424
Chapter 13. Using Print Media, 424
The Role of the Print Media Buyer, 426
Using Magazines in the Creative Mix, 427
The Pros and Cons of Magazine Advertising, 427
Special Possibilities with Magazines, 427
CHECKLIST The Pros and Cons of Magazine Advertising, 428
How Magazines Are Categorized, 429
AD LAB 13-A Magazines and the Creative Mix, 429
Geography, 430
AD LAB 13-B Innovations in Magazine Advertising, 430
PORTFOLIO REVIEW Outstanding Magazine Ads, 432
Buying Magazine Space, 435
Understanding Magazine Circulation, 435
Reading Rate Cards, 437
Software for Buying Print Media, 438
Using Newspapers in the Creative Mix, 438
Who Uses Newspapers?, 439
The Pros and Cons of Newspaper Advertising, 439
How Newspapers Are Categorized, 439
CHECKLIST The Pros and Cons of Newspaper Advertising, 440
AD LAB 13-C Newspapers and the Creative Mix, 441
Types of Newspaper Advertising, 442
How Advertisers Buy Newspaper Space, 443
Understanding Readership and Circulation, 443
Co-ops and Networks, 446
Insertion Orders and Tearsheets, 446
ETHICAL ISSUES What's at Stake with Sweepstakes, 446
Print: A Worldwide Medium, 447
CHECKLIST What Works Best in Print, 448
Print Media and New Technologies, 449
Sources of Print Media Information, 450
PEOPLE BEHIND THE ADS Linda Johnson Rice, Publisher, Ebony Magazine, 450
Chapter 14. Using Electronic Media: Television and Radio, 454
The Medium of Television, 456
Broadcast TV, 456
Cable TV, 457
TV Audience Trends, 458
CHECKLIST The Pros and Cons of Broadcast TV Advertising, 459
The Use of Television in IMC, 460
Types of TV Advertising, 461
CHECKLIST The Pros and Cons of Cable TV Advertising, 462
ETHICAL ISSUES Advertising to Children: Child's Play?, 464
TV Audience Measurement, 467
Rating Services: The Book, 467
Cable Ratings, 468
AD LAB 14-A Where Do Those Infamous TV Ratings Come From?, 468
Defining Television Markets, 469
Dayparts, 469
Audience Measures, 470
Gross Rating Points, 470
Buying Television Time, 471
Requesting Avails, 471
Selecting Programs for Buys, 471
Negotiating Prices and Contracts, 471
Electronic Media Buying Software, 472
AD LAB 14-B Getting “You're Out” on TV, 472
Other Forms of Television, 473
Advertising on Video Rentals, 473
The Medium of Ratio, 473
Who Uses Radio, 474
The Use of Radio in IMC, 474
Radio Programming and Audiences, 475
Buying Radio Time, 477
Types of Radio Advertising, 477
Radio Terminology, 477
CHECKLIST The Pros and Cons of Radio Advertising, 478
AD LAB 14-C The Reports That Make or Break Radio Stations, 479
The Seven Steps in Preparing a Radio Schedule, 481
PEOPLE BEHIND THE ADS Joe Uva, CEO, Univision, 482
Chapter 15. Using Digital Interactive Media, 486
Digital Interactive Media, 488
The Internet as a Medium, 490
A Brief History of the Internet and the World Wide Web, 492
The Internet Audience, 493
Measuring the Internet Audience, 495
Media Planning Tools, 496
The Promise of Enhanced Tracking, 497
AD LAB 15-A Internet Ratings: The Next Frontier, 497
Seeking Standardization, 498
Buying Time and Space on the Internet, 499
Pricing Methods, 499
ETHICAL ISSUES It's Not Always Good to Share, 500
The Cost of Targeting, 501
Stretching Out the Dollars, 501
Types of Internet Advertising, 502
Search Engine Marketing, 503
PORTFOLIO REVIEW Advertising on the Internet, 504
CHECKLIST The Pros and Cons and Internet Advertising, 513
Problems with the Internet as an Advertising Medium, 513
Using the Internet in IMC, 514
The Global Impact of the Internet, 514
Other Interactive Media, 515
DVD Catalogs and Magazines, 515
Kiosks, 515
Interactive TV, 515
Mobile Phone Advertising, 516
PEOPLE BEHIND THE ADS Mark Zuckerberg, CEO, Facebook, 517
Chapter 16. Using Out-of-Home, Exhibitive, and Supplementary Media, 520
Out-of-Home Media, 522
Outdoor Advertising, 522
Standardization of the Outdoor Advertising Business, 523
Types of Outdoor Advertising, 523
CHECKLIST The Pros and Cons of Outdoor Advertising, 524
AD LAB 16-A How to Use Type and Color in Billboard Advertising, 525
Buying Outdoor Advertising, 526
PORTFOLIO REVIEW Out-of-Home Advertising, 528
Regulation of Outdoor Advertising, 533
Transit Advertising, 533
Types of Transit Advertising, 534
ETHICAL ISSUES Does Spillover Need Mopping Up?, 534
Buying Transit Advertising, 536
CHECKLIST The Pros and Cons of Transit Advertising, 536
Other Out-of-Home Media, 537
Mobile Billboards, 537
Electronic Signs and Display Panels, 537
Parking Meters and Public Phones, 537
Exhibitive Media, 537
Product Packaging, 538
Trade-Show Booths and Exhibits, 540
Supplementary Media, 541
Specialty Advertising, 541
Directories and Yellow pages, 542
Emerging Media, 543
PEOPLE BEHIND THE ADS Cliff Marks, FirstLook, 546
Part Five. Integrating Advertising with Other Elements of IMC, 550
Chapter 17. Relationship Building: Direct Marketing, Personal Selling, and Sales Promotion, 550
The Importance of Relationship Marketing and IMC, 553
Understanding Direct Marketing, 553
The Role of Direct Marketing in IMC, 555
The Evolution of Direct Marketing, 555
The Impact of Databases on Direct Marketing, 556
The Importance of Direct Marketing to IMC, 557
ETHICAL ISSUES Political Advertising Positively Negative, 558
Drawbacks to Direct Marketing, 560
Types of Direct Marketing Activities, 561
Direct Sales, 561
Direct-Response Advertising, 562
Direct-Mail Advertising: The Addressable Medium, 562
CHECKLIST The Pros and Cons of Direct-Mail Advertising, 565
AD LAB 17-A Developing Effective Direct-Mail Packages, 568
Personal Selling: The Human Medium, 570
Types of Personal Selling, 571
Advantages of Personal Selling, 571
Drawbacks of Personal Selling, 572
The Role of Personal Selling in IMC, 572
Gathering Information, 573
Providing Information, 573
Fulfilling Orders, 573
Building Relationships, 574
The Role of Sales Promotion in IMC, 574
The Positive Effect of Sales Promotion on Brand Volume, 575
The Negative Effect of Sales Promotion on Brand Value, 576
CHECKLIST Creating Effective Sales Promotions, 576
Sales Promotion Strategies and Tactics, 577
Giving Brands a Push with Trade Promotions, 577
Using Consumer Promotions to Pull Brands Through, 580
AD LAB 17-B Applying Push/Pull Strategies to Sales Promotion, 580
PEOPLE BEHIND THE ADS Howard Draft, CEO, Draftfcb, 584
Chapter 18. Relationship Building: Public Relations, Sponsorship, and Corporate Advertising, 588
The Role of Public Relations, 590
The Difference between Advertising and Public Relations, 591
ETHICAL ISSUES When Is Advertising Not Really Advertising, 592
Advertising and PR in the Eyes of Practitioners, 593
The Public Relations Job, 594
PR Planning and Research, 594
Reputation Management, 595
CHECKLIST Corporate Blogging, 597
Other Public Relations Activities, 598
Public Relations Tools, 599
AD LAB 18-A “Green” Advertising, 599
CHECKLIST How to Write a News Release, 601
Sponsorships and Events, 603
The Growth of Sponsorship, 603
Benefits of Sponsorship, 604
Drawbacks of Sponsorship, 605
Types of Sponsorship, 605
Methods of Sponsorship, 608
Measuring Sponsorship Results, 608
Corporate Advertising, 609
Public Relations Advertising, 609
CHECKLIST How to Select Events for Sponsorship, 609
Corporate/Institutional Advertising, 610
AD LAB 18-B David Ogilvy on Corporate Advertising, 611
PORTFOLIO REVIEW Corporate Advertising, 612
PEOPLE BEHIND THE ADS Tara Lamberson, MindComet, 617
Corporate Identity Advertising, 618
Recruitment Advertising, 618
Epilogue Repositioning a Brand, 620
Appendix A Marketing Plan Outline, 633
Appendix B Advertising Plan Outline, 639
Important Terms, 643
End Notes, 668
credits & acknowledgments, 687
name index, 691
company index, 696
subject index, 705

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