The advertising business : operations, creativity, media planning, integrated communications /

The contributors to this volume are a mixture of academics and professionals from around the world. They address agency operation, creativity, media planning, operations and speciality advertising.

Detalles Bibliográficos
Clasificación:Libro Electrónico
Otros Autores: Jones, John Philip
Formato: Electrónico eBook
Idioma:Inglés
Publicado: Thousand Oaks, Calif. : Sage Publications, ©1999.
Temas:
Advertising > United States.
Advertising.
Publicity.
Publicité > États-Unis.
Publicité.
advertising.
BUSINESS & ECONOMICS > Advertising & Promotion.
Publicity
Advertising
Reclamebureaus.
Reclame-industrie.
United States
Acceso en línea:Texto completo
Tabla de Contenidos:
  • Introduction
  • John Philip Jones; The Advertising Business; PART ONE: HOW AGENCIES OPERATE; Agency Management
  • Eric Mower; Some Secrets; The Account Executive in an Advertising Agency
  • Jay Quinn; Account Planning
  • Nicholas Staveley; A British Perspective; Account Planning
  • Damian O'Malley; An American Perspective; The Advertising Creative Process
  • Jeremy Bullmore; The Art Director
  • John L Sellers; Budgeting for Advertising and the Advertising-Intensiveness Curve
  • John Philip Jones; Advertising Media
  • Carla V Lloyd; A Changing Marketplace; The Media Buyer in the Advertising Agency
  • Debra L Merskin; Advertising Agency Compensation Systems
  • Rana S Said; New Business Activity
  • Randall Rothenberg; Account Reviews; The Culture of an Advertising Agency
  • John Philip Jones; PART TWO: CREATIVE ASPECTS; Strategy in Advertising
  • John Philip Jones; Television Advertising.
  • Herbert E Krugman; Learning without Involvement; Humor in Television Advertising
  • Jeremy Bullmore; A Practitioner's View; Humor in Television Advertising
  • Paula Pierce; A Researcher's View; Celebrities in Advertising
  • Abhilasha Mehta; Emotion and Advertising
  • Esther Thorson; Hierarchies of Effect
  • John Philip Jones; Advertising Theories; Cognitive Dissonance and Selective Perception
  • Carri Brown,
  • Betzi-Lynn Hanc and Nujchayada Pangsapa; Their Relevance to Advertising; The Creative Characteristics of Successful Television Advertising
  • John Philip Jones; Comparative Advertising
  • Jan S Slater; The Unique Selling Proposition and Usage-Pull
  • John Philip Jones; Truth and Weasels
  • David Ogilvy; Television Production Costs
  • Jan S Slater; PART THREE: MEDIA ASPECTS; Media-Medium-Mediorum
  • Stephen P Phelps; Media Definitions; Television Advertising
  • Erwin Ephron; Continuity Scheduling (Advertising without Gaps); What Does Effective Frequency Mean Today?
  • John Philip Jones; Barter Syndication
  • Brian Philip Webster; Cable Television
  • Jeremiah L Rosen,
  • Laura A York and Aileen (Shih-I) Ku; PART FOUR: SALES PROMOTIONS AND SPECIALIST MEDIA; Trends in Promotions
  • John Philip Jones; Integrated Marketing Communications and How It Relates to Traditional Media Advertising
  • Don E Schultz; Integrated Marketing Communications in Practice
  • John Deighton; A Roadmap to On-line Marketing Strategy
  • Rex Briggs; Direct Marketing
  • Sidney C Liebenson; Direct-Response Advertising
  • Emily Soell; Creative Principles; Promotions and Advertising
  • John Philip Jones; Comparison of Effectiveness; Specialty Advertising
  • William H Bolen; Event Marketing
  • Shirley F Taylor and Peggy H Cunningham; Sports Advertising and the Super Bowl
  • Rick Burton; Business-to-Business Advertising
  • Beth E Barnes; Product Packaging
  • Jan S Slater; The Silent Salesman; Public Relations and Advertising
  • Ian R Bruce; PART FIVE: LEGISLATION AND ETHICS; The Supreme Court of the United States.
  • And the First Amendment Protection of Advertising
  • Jay B Wright; Ethics of Advertising
  • Peggy H Cunningham; Oxymoron or Good Business Practice?

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