CourseSmart Reader

Contemporary Advertising, 12th Edition

by Arens, William; Weigold, Michael; Arens, Christian

Publisher: McGraw-Hill Higher Education

Publishing Date: 2008/10/27

eText ISBN-10

0-07-727149-1

eText ISBN-13

978-0-07-727149-7

Print ISBN-10

0-07-338107-1

Print ISBN-13

978-0-07-338107-7

Saleable Print ISBN-10

0-07-338107-1

Saleable Print ISBN-13

978-0-07-338107-7

Table of Contents

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

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

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

ETHICAL ISSUES Lmitation, Plagiarism, or Flattery?, 362

CHECKLIST Writing Effective Copy, 366

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

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

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

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

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

credits & acknowledgments, 687

name index, 691

company index, 696

subject index, 705

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