《广告学：原理与实践：英文》

CONTENTS3

Preface xvii3

About the Authors xxi3

PARTⅠ ADVERTISING FOUNDATIONS AND ENVIRONMENT3

CHAPTER 1 Introduction to Advertising3

Refurbishing the Golden Arches4

What Makes an Ad Great?4

Classics,7 Characteristics of Great Ads,10

The World of Advertising12

Functions of Advertising,15

Defining Advertising,12·Types of Advertising,13·Roles of Advertising,14·15

The Four Players16

The Advertiser,16·The Advertising Agency,19·The Media,21 Vendors,21

The Evolution of Advertising23

The Ancient Period,23·The Age of Print,23·The Formative Years,23 Modern Advertising,26

Summary37

VIDEO CASE:Can the Ban:Uproar over Liquor Ads39

CHAPTER 2 Advertising and Society:Ethics and Regulation41

Has Volvo Done It Again?42

Advertising Ethics43

Ethical Criteria,43 The Problem of Being Ethical,45

Ethical Issues in Advertising46

Puffery,46·Taste and Advertising,47·Stereotyping in Advertising,49·Advertising toChildren,52·Advertising Controversial Products,55 Subliminal Advertising,56

Advertising and the First Amendment,58

Advertising and the Law58

The Federal Trade Commission60

The FTC and Advertisers,62

FTC Concerns with Advertising62

Deception,62·Reasonable Basis for Making a Claim,63·RICO Suits,63·65

Comparative Advertising,64·Endorsements,64 Demonstrations,65

Remedies for Deceptive and Unfair Advertising66

Consent Decrees,66·Cease-and-Desist Orders,66 Corrective Advertising,66

FTC Hints68

Self-Regulation70

The Legal Responsibility of the Agency,68·Substantiating Advertising Claims,69·ConsumerRedress,69·Food and Drug Administration,69·Federal Communications Commission,69 Other Federal Agencies,70

Self-Discipline,71·National　Agencies,71·Local Regulation:BBB,72·Media Regulation andAdvertising,72 A Final Consideration,72

Summary73

VIDEO CASE:YOU Can t Fudge a Book by Its Cover75

CHAPTER 3 Advertising and the Marketing Process77

Paring Down at P G78

The Idea of a Marker,81 Types of Markets,81

The Marketing Concept83

The 4Ps of Marketing85

Product,86·Place(Channel of Distribution),90·Pricing,93 Promaotion,94

Advertising and the Marketing Mix97

Summary98

VIDEO CASE:Slotting Fees:New Front in the Great Space War100

CHAPTER 4 Advertising Agencies103

Managing a Lasting Relationship104

Essence of the Business:Value-Adding Ideas105

Why Hire an Agency?107

Expertise,Objectivity,and Dedication,108 Staffing and Management,109

The Agency World111

Full-Service Agency,114·Specialized Agencies,114·Virtual Agencies,118·Agency118

Philosophies,118

Integrated Marketing Communication,120

Trends in Advertising and Marketing Communication120

How Agencies Are Organized123

Account Management,124·Creative Development and Production,127·Media Planning andBuying,129·Research Department,130 Internal Services,130

How Agencies Are Paid132

The Commission System,132 The Fee System,136

The Future:Efficiency,Effectiveness,and Accountability137

Summary139

CASE STUDY:The Honda Way142

VIDEO CASE:Chiat/Day147

PART Ⅱ ADVERTISING BACKGROUND,PLANNING,AND STRATEGY149

CHAPTER 5 The Consumer Audience149

Consumer Behavior150

Settling Kids Tummies150

The Consumer Audience,151 Market Segmentation/Target Marketing,151

Influences on You as a Consumer154

Cultural and Social Influences,155 Reference Groups,157

Personal Influences159

Demographics,159·Geographic Location,165·Psychographics,166 Buying Behavior,175

The Key to Effective Advertising:Understanding the Audience179

Summary180

VIDEO CASE:How Healthy Is Health Food?182

APPENDIX:Studying Consumer Trends Using Social Trends for Advertising184

Decisions184

CHAPTER 6 Strategic Research191

Understanding Europe S Generation X192

Research:The Quest for Intelligence192

Strategic Research versus Evaluative Research193

Exploratory Research,194 Who Organizes the Facts?,201

The Strategy Document202

Marketing Objective,202·The Product,203·The Target Audience,203·Promise and204

Support,204·Brand Personality,204 Strategy Statement,204

Message Development Research205

Diagnostic Research and Early Feedback,206 Communication Tests,209

The Future of Advertising Research210

·Trend 4:Integrated Marketing Communication,211·Trend 5:Increased Government211

Activism,211

Trend 1:Right Sizing,210·Trend 2:Globalization,211 Trend 3:New Media Technology,211

Summary212

VIDEO CASE:Christmas Toys214

CHAPTER 7 Strategy and Planning217

RadioShack Has the Answers218

Strategy and Planning218

Strategic Planning:Making Intelligent Decisions,218 The Business Plan,219

The Marketing Plan221

Marketing Objectives,222·Marketing Problems and Opportunities,222·Selecting TargetMarkets,223·Marketing Strategies,223·Executing Plans,224 Evaluating Plans,224

The Advertising Plan224

Evaluation,232 The Advertising Budget,232

Situation Analysis,226·Advertising Strategy Decisions,227·Implementation and232

The Creative Plan and Copy Strategy234

Message Strategies,234·Selling Premises,234 Execution Details,237

Summary237

CASE STUDY:GM Goes Electric240

VIDEO CASE:A Microbrew by Any Other Name...242

CHAPTER 8 How Advertising Works245

Zapping the Ads246

Advertising Impact246

The Advertising Environment,248·The Audience,248 Breakthrough Advertising,250

The Psychology of Advertising250

Perception:Creating Stopping Power,250 Awareness:Making an Impression,251

·Understanding:Making It Clear,254·Persuasion:Making Moving Messages,255 LockingPower:Making It Memorable,258

How Brand Images Work259

Brand Image,262 Building a Brand,262

Summary264

CASE STUDY:Do Spokescharacters and Celebrities Pay Out in Sales?266

VIDEO CASE:Toothpaste Advertising:More than Hypc?269

PART Ⅲ ADVERTISING MEDIA271

CHAPTER 9 Media Strategy and Planning271

Where Are Those College Students?272

The Functicn of Media Planning in Advertising272

Media Planning Operations:Information Sources and Analysis273

The Aperture Concept in Media Planning273

Marketing Sources,274·Creative Sources,274 Media Sources,275

Media Planning Operations:Setting Objectives276

Finding Target Audiences in Media Opportunities,276·Sales Geography:Where to279

Advertise?,278·Timing:When to Advertise?,278 Duration:How Long to Advertise?,279

Media Planning Operations:Developing Strategies279

Target Audience Strategies:New Technology of Measurement,280·Geographic282

Strategies:Allocating Media Weight,281 Timing/Duration Strategies:Continuity Patterns,282

Media Planning Operations:Media Selection Procedures283

Audience Measures Used in Media Planning,283·Reach and Media Planning,284·Frequencyand Media Planning,285·Combining Reach and Frequency Gcals:Effective Frequency,288·Cost Efficiency as a Planning Dimension,289 Selecting Acceptable M290

Media Planning Operations:Staging a Media Plan291

Background/Situation Analysis,292·Media Objectives/Aperture Opportunities,292·Strategy:Selection of Media,292 The Flow Chart:Scbeduling and Budgeting Allocation,295

Summary296

VIDEO CASE:Call Waiting297

CHAPTER 10 Print Media299

Spinning toward Generacion X300

Print Media301

Newspapers301

The Structure of Newspapers,304·The Readers of Newspapers,308·Measuring the NewspaperAudience,309·Advertising in Newspapers,311·The Advantages of Newspapers,312·TheDisadvantages of Newspapers,314 The Future of Newspapers,315

Magazines317

The Structure of Magazines,318·The Readers of Magazines,319·Measuring Magazine324

Readership,319·Advertising in Magazines,321·The Advantages of Magazines,322·TheDisadvantages of Magazines,324 The Future of Magazines,324

Summary325

VIDEO CASE:Infomercials327

CHAPTER 11 Broadcast Media329

MTV in Europe:One Country at a Time330

The Structure of Television331

Wired Network Television,331·Unwired Network Television,331·Public Television:The FifthNetwork,331·Cable and Subscription Television,332·Local Television,335·SpecialtyTelevision,335·Interactive Television,336 Television Syndicatio336

Television Advertising338

Forms of Television Advertising,338

The Television Audience340

How People Watch Television,341 Measuring the Television Audience,341

Advantages and Disadvantages of Television342

Advantages,342·Disadvantages,343 Inflexibility,345

The Structure of Radio345

AM Radio,345·FM Radio,346 Cable and DAB Radio,347

Radio Advertising348

Network Radio,349 Spot Radio,350

The Radio Audience351

Measuring the Radio Audience,351

Advancages and Disadvantages of Radio352

Advantages,352 Disadvantages,354

Summary355

VIDEO CASE:Infomercials in the 1990s:More than Slicing and Dicing357

CHAPTER 12 Media Buying359

Ads May Show Up Anywhere360

Media-Buying Functions361

Postcampaign Analysis,363

Providing lnside Information to the Media Planner,361·Media Vebicle363

Selection,361·Negotiating Media Prices,362 Monitoring Vehicle Performance,363

Special Skills:Expert Knowledge of Media Opportunities364

Media Content,364·Audience Habits,364 Research Evaluation,364

Special Skills:Knowledge of Media Pricing364

Media Cost Responsibilities,365

Special Skills:Media Vehicle Selection and Negotiation367

The Boundaries:Working Within Plan Requirements,368 Negotiation:The Art of a Buyer,370

Special Skills:Maintaining Plan Performance373

Monitoring Audience Research,374 Schedule and Technical Problems,374

Summary375

Advertisement!377

VIDEO CASE:Look!Up in the Sty!It s a Bird!It s a Plane!It s an—377

PART Ⅳ CREATING ADVERTISING379

CHAPTER 13 The Creative Side of Advertising379

How Ideas Evolve:The Got Milk? Campaign380

The Creative Concept381

What Makes an Idea Creative?,381·ROI,382 Strdtegy and Creatrvity,384

Creative Thinking386

The Creative Person,387 Creative Roles,391

The Creative Process395

Managing the Creative Process,397

Creative Strategy399

Types of Messages,400 Hard and Soft Sell,401

Creative Executions404

Advertising Formats,404·Tone,405 Words and Pictures,406

Effective Creativity408

Summary409

VIDEO CASE:Garbage411

CHAPTER 14 Creating Print Advertising413

Slow Down and Dream414

Print Advertising415

Newspaper Advertisements,415 Magazine Advertisements,417

Writing for Print417

Headlines,417·Other Display Copy,421 Body Copy,421

Designing for Print423

Layout Styles,424·Design Principles,425 Color,431

Print Production433

Typography,433·The A-435·Color Reproduction,436·Printing Process,437·New438

Technology,438

Summary440

CASE STUDY:Baseball Needs a Home Run442

VIDEO CASE:The Gap:Creating Print Advertising for a Changing Market443

CHAPTER 15 Creating Broadcast Advertising445

Pronmoting the Big Screen on the Little Screen446

The Video Environment446

Characteristics of Television Commercials447

Producing Commercials,454·Scripts and Storyboards,454 The Team,456

Message Strategy,449·Elements,451·Filming and Taping,452·Planning ar456

Producing a Television Commercial458

Preproduction,458·The Sboot,458·Postproduction,459·Rules of Thumb for460

Producing Television Commercials,460

The Radio Commercial460

Characteristics of the Radio Environment,460·Message Strategy,462 Writing for Audio,463

·Tools,464 Scripting,465

Producing a Radio Commercial465

Taped Commercials,465 Live Spots,465

Message Trends466

Summary468

Zapping,466·Image Manipulaton,466 Interactive Media,468

VIDEO CASE:Man vs.Machines:The Digital Revolution in Music470

CHAPTER 16 Creating Direct-Response Advertising473

They Keep Coming Back474

Direct Marketing474

Types of Direct Marketing,475

The Direct-Response Industry476

Reasons for Growth,476

Integrated Direct Marketing478

Problems with Direct Marketing,479·Direct-Response Advertising,480·Database481

Marketing,481

Managing Direct Marketing482

The Advertisers,482·The Agencies,483 The Consumers,484

Managing the Database486

Designing a Direct-Marketing Piece,486

The Media of Direct Response487

Direct Mail,487·The Catalog Marketplace,493·Print Media,494·Broadcast495

Media,495

Telemarketing496

Costs,496·Characteristics,497 The Message,498

Online Marketing498

The Future of Direct Marketing499

Summary501

VIDEO CASE:We ve Seen the Future and It s Home Shopping503

CHAPTER 17 Creating Directory and Out-of-Home Advertising505

Delivering the Goods506

Out-of-Home Advertising506

Outdoor Advertising,507·Message Design,509·Production Of Outdoor Advertising,512·Buying Outdoor Space,514 The Audience,514

Transit Advertising515

The Transit Audience,516·Message Design,517 Other Posters,518

Directory Advertising518

Yellow Pages Advertising,518·The Audience,520·Creating the Yellow Pages525

Ad,520 Trends in Directories,525

Other Innovative Advertising Media525

Messages,526

Movie Advertising,525·Other Alternative Media,526·Reminder Messages,526·Action526

Summary527

VIDEO CASE:Cadillac Style529

PART Ⅴ ADVERTISING OPERATIONS531

CHAPTER 18 Sales Promotion531

Happy Meals—Happy Opportunities532

Defining Sales Promotion532

The Size of Sales Promotion533

Reasons for the Growth of Sales Promotion,534

The Role of Sales Promotion in Marketing536

The Relationship Between Sales Promotion and Advertising537

Types of Sales Promotion540

Differences and Similarities,537·lntroducing a New Product,538·Can Sales540

Promotion Build Brands?,540

Consumer Sales Promotion,541 Reseller(Trade)Sales Promotion,551

The Future of Sales Promotion554

Summary555

VIDEO CASE:Telemarketing and Sales Promotion557

CHAPTER 19 Public Relations559

Food Lion Roars Back560

The Challenge of Public Relations560

Comparing Public Relations and Advertising563

Tracking Public Opinion,566

The Components of Public Relations566

Media Use,563·Control,565 Credibility,566

Public Relations Tools and Techniques572

Public Relations and Controlled Media,572·Media Relations,574·Crisis Management,577 Electronic Communication,579

Nonprofit Public Relations581

Nonprofit Organizations,581

Evaluating Public Relations582

Summary584

CASE STUDY:Hey Baby,Want to Play Office?,586

VIDEO CASE: Whose Side Are You On? Creating a Public Service Ad Campaign587

CHAPTER 20 the Campaign Plan589

The Structure of a Campaign Plan590

Where s Your Mustache?590

Situation Analysis 59l593

SWOT Analysis,593

Campaign Strategy595

Objectives,596·Targeting,596·Positioning,596·The596

Appropriation,596

Marketing Communication Activities597

Creative Theme,597·Creative Strategy and Tactics,598·Media Plan,599·600

Other Marketing Communication Activities,600

Phases of a Campaign600

Evaluation602

The Next Phase,602

Summary603

CHAPTER 21 Evaluative Research605

Everyone Is the Same at GM606

Evaluative Research Suppliers and Methods608

Memory Tests608

Recall Tests,609 Recognition Tests,612

Persuasion Tests614

Types of Persuasion Tests,615 Assessing Persuasion Tests,615

Direct-Response Counts616

Focus Groups618

Physiological Tests618

Communication Tests618

Assessing Pbysiological Tests,619

Frame-by-Frame Tests621

Assessing Frame-by-Frame Tests,622

In-Market Tests622

Simulated Test Markests,623 Single-Source Data,623

Implications of Evaluative Research623

Summary624

VIDEO CASE: Perfect Navy by Cover Girl627

PART Ⅵ MISCELLANEOUS ADVERTISING629

CHAPTER 22 Retail and Business-to-Business Advertising629

Retail Advertising630

A Store Without a Store630

Retail Advertising versus National Advertising,631·Cooperative Advertising,633·Types of Retail Advertising,633·Trends in Retailing,634 Creating the RetailAd,637

Buying and Selling Local Media641

Retail Media Strategy,641·Media Alternatives,642 Retail Market Research,643

Business-to-Business Advertising644

Types of Business-to-Business Advertising,645·Business versus Consumer Marketing,649·Business-to-Business Advertising Objectives,651 Creating Business-to-Business Ads,653

Business-to-Business Advertising Media653

General Business and Trade Publications,653·Directory Advertising,654·Direct655

Marketing,654·Consumer Media,654·Recent Trends in Media Services,655 Does BusinessAdvertising Sell?,655

Summary656

CASE STUDY:RadioShack Has the Answers658

VIDEO CASE:Price Chopper: Best Foods/Bert Price659

CHAPTER 23 International Advercising661

International Marketing662

Evolution of Global Marketing,662

The Global Perspective667

Global Brands,669·The Global Debate and Advercising,669·Open Markets and670

Regulations,670

International Management673

Lingu？Franca,673·Strategic Plan,675 Budget Control,677

Structure of International Advertising678

Organizing for International Advertising,679

International Advertising Campaigns681

Campaigns,686

Centrally Controlled Campaigns,681·How Well Does Advertising Cross686

Borders?,685·Media for International Campaigns,685·Execution of International686

Special International Considerations689

Customs and Culture,689·Time,691 Inertia,Resistance,Rejection,and Politics,691

Summary692

INTERNATIONAL CASE STUDY:The Train That Runs Through It694

VIDEO CASE:Golden Arches in Moscow695

Appendix:Careers in Advertising696

Glossary705

Credits714

Index716