CONTENTS 3
Preface xvii 3
About the Authors xxi 3
PARTⅠ ADVERTISING FOUNDATIONS AND ENVIRONMENT 3
CHAPTER 1 Introduction to Advertising 3
Refurbishing the Golden Arches 4
What Makes an Ad Great? 4
Classics,7 Characteristics of Great Ads, 10
The World of Advertising 12
Functions of Advertising, 15
Defining Advertising,12·Types of Advertising,13·Roles of Advertising,14· 15
The Four Players 16
The Advertiser,16·The Advertising Agency,19·The Media,21 Vendors, 21
The Evolution of Advertising 23
The Ancient Period,23·The Age of Print,23·The Formative Years,23 Modern Advertising, 26
Summary 37
VIDEO CASE:Can the Ban:Uproar over Liquor Ads 39
CHAPTER 2 Advertising and Society:Ethics and Regulation 41
Has Volvo Done It Again? 42
Advertising Ethics 43
Ethical Criteria,43 The Problem of Being Ethical, 45
Ethical Issues in Advertising 46
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 Law 58
The Federal Trade Commission 60
The FTC and Advertisers, 62
FTC Concerns with Advertising 62
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 Advertising 66
Consent Decrees,66·Cease-and-Desist Orders,66 Corrective Advertising, 66
FTC Hints 68
Self-Regulation 70
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
Summary 73
VIDEO CASE:YOU Can t Fudge a Book by Its Cover 75
CHAPTER 3 Advertising and the Marketing Process 77
Paring Down at P G 78
The Idea of a Marker,81 Types of Markets, 81
The Marketing Concept 83
The 4Ps of Marketing 85
Product,86·Place(Channel of Distribution),90·Pricing,93 Promaotion, 94
Advertising and the Marketing Mix 97
Summary 98
VIDEO CASE:Slotting Fees:New Front in the Great Space War 100
CHAPTER 4 Advertising Agencies 103
Managing a Lasting Relationship 104
Essence of the Business:Value-Adding Ideas 105
Why Hire an Agency? 107
Expertise,Objectivity,and Dedication,108 Staffing and Management, 109
The Agency World 111
Full-Service Agency,114·Specialized Agencies,114·Virtual Agencies,118·Agency 118
Philosophies, 118
Integrated Marketing Communication, 120
Trends in Advertising and Marketing Communication 120
How Agencies Are Organized 123
Account Management,124·Creative Development and Production,127·Media Planning andBuying,129·Research Department,130 Internal Services, 130
How Agencies Are Paid 132
The Commission System,132 The Fee System, 136
The Future:Efficiency,Effectiveness,and Accountability 137
Summary 139
CASE STUDY:The Honda Way 142
VIDEO CASE:Chiat/Day 147
PART Ⅱ ADVERTISING BACKGROUND,PLANNING,AND STRATEGY 149
CHAPTER 5 The Consumer Audience 149
Consumer Behavior 150
Settling Kids Tummies 150
The Consumer Audience,151 Market Segmentation/Target Marketing, 151
Influences on You as a Consumer 154
Cultural and Social Influences,155 Reference Groups, 157
Personal Influences 159
Demographics,159·Geographic Location,165·Psychographics,166 Buying Behavior, 175
The Key to Effective Advertising:Understanding the Audience 179
Summary 180
VIDEO CASE:How Healthy Is Health Food? 182
APPENDIX:Studying Consumer Trends Using Social Trends for Advertising 184
Decisions 184
CHAPTER 6 Strategic Research 191
Understanding Europe S Generation X 192
Research:The Quest for Intelligence 192
Strategic Research versus Evaluative Research 193
Exploratory Research,194 Who Organizes the Facts?, 201
The Strategy Document 202
Marketing Objective,202·The Product,203·The Target Audience,203·Promise and 204
Support,204·Brand Personality,204 Strategy Statement, 204
Message Development Research 205
Diagnostic Research and Early Feedback,206 Communication Tests, 209
The Future of Advertising Research 210
·Trend 4:Integrated Marketing Communication,211·Trend 5:Increased Government 211
Activism, 211
Trend 1:Right Sizing,210·Trend 2:Globalization,211 Trend 3:New Media Technology, 211
Summary 212
VIDEO CASE:Christmas Toys 214
CHAPTER 7 Strategy and Planning 217
RadioShack Has the Answers 218
Strategy and Planning 218
Strategic Planning:Making Intelligent Decisions,218 The Business Plan, 219
The Marketing Plan 221
Marketing Objectives,222·Marketing Problems and Opportunities,222·Selecting TargetMarkets,223·Marketing Strategies,223·Executing Plans,224 Evaluating Plans, 224
The Advertising Plan 224
Evaluation,232 The Advertising Budget, 232
Situation Analysis,226·Advertising Strategy Decisions,227·Implementation and 232
The Creative Plan and Copy Strategy 234
Message Strategies,234·Selling Premises,234 Execution Details, 237
Summary 237
CASE STUDY:GM Goes Electric 240
VIDEO CASE:A Microbrew by Any Other Name... 242
CHAPTER 8 How Advertising Works 245
Zapping the Ads 246
Advertising Impact 246
The Advertising Environment,248·The Audience,248 Breakthrough Advertising, 250
The Psychology of Advertising 250
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 Work 259
Brand Image,262 Building a Brand, 262
Summary 264
CASE STUDY:Do Spokescharacters and Celebrities Pay Out in Sales? 266
VIDEO CASE:Toothpaste Advertising:More than Hypc? 269
PART Ⅲ ADVERTISING MEDIA 271
CHAPTER 9 Media Strategy and Planning 271
Where Are Those College Students? 272
The Functicn of Media Planning in Advertising 272
Media Planning Operations:Information Sources and Analysis 273
The Aperture Concept in Media Planning 273
Marketing Sources,274·Creative Sources,274 Media Sources, 275
Media Planning Operations:Setting Objectives 276
Finding Target Audiences in Media Opportunities,276·Sales Geography:Where to 279
Advertise?,278·Timing:When to Advertise?,278 Duration:How Long to Advertise?, 279
Media Planning Operations:Developing Strategies 279
Target Audience Strategies:New Technology of Measurement,280·Geographic 282
Strategies:Allocating Media Weight,281 Timing/Duration Strategies:Continuity Patterns, 282
Media Planning Operations:Media Selection Procedures 283
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 M 290
Media Planning Operations:Staging a Media Plan 291
Background/Situation Analysis,292·Media Objectives/Aperture Opportunities,292·Strategy:Selection of Media,292 The Flow Chart:Scbeduling and Budgeting Allocation, 295
Summary 296
VIDEO CASE:Call Waiting 297
CHAPTER 10 Print Media 299
Spinning toward Generacion X 300
Print Media 301
Newspapers 301
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
Magazines 317
The Structure of Magazines,318·The Readers of Magazines,319·Measuring Magazine 324
Readership,319·Advertising in Magazines,321·The Advantages of Magazines,322·TheDisadvantages of Magazines,324 The Future of Magazines, 324
Summary 325
VIDEO CASE:Infomercials 327
CHAPTER 11 Broadcast Media 329
MTV in Europe:One Country at a Time 330
The Structure of Television 331
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 Syndicatio 336
Television Advertising 338
Forms of Television Advertising, 338
The Television Audience 340
How People Watch Television,341 Measuring the Television Audience, 341
Advantages and Disadvantages of Television 342
Advantages,342·Disadvantages,343 Inflexibility, 345
The Structure of Radio 345
AM Radio,345·FM Radio,346 Cable and DAB Radio, 347
Radio Advertising 348
Network Radio,349 Spot Radio, 350
The Radio Audience 351
Measuring the Radio Audience, 351
Advancages and Disadvantages of Radio 352
Advantages,352 Disadvantages, 354
Summary 355
VIDEO CASE:Infomercials in the 1990s:More than Slicing and Dicing 357
CHAPTER 12 Media Buying 359
Ads May Show Up Anywhere 360
Media-Buying Functions 361
Postcampaign Analysis, 363
Providing lnside Information to the Media Planner,361·Media Vebicle 363
Selection,361·Negotiating Media Prices,362 Monitoring Vehicle Performance, 363
Special Skills:Expert Knowledge of Media Opportunities 364
Media Content,364·Audience Habits,364 Research Evaluation, 364
Special Skills:Knowledge of Media Pricing 364
Media Cost Responsibilities, 365
Special Skills:Media Vehicle Selection and Negotiation 367
The Boundaries:Working Within Plan Requirements,368 Negotiation:The Art of a Buyer, 370
Special Skills:Maintaining Plan Performance 373
Monitoring Audience Research,374 Schedule and Technical Problems, 374
Summary 375
Advertisement! 377
VIDEO CASE:Look!Up in the Sty!It s a Bird!It s a Plane!It s an— 377
PART Ⅳ CREATING ADVERTISING 379
CHAPTER 13 The Creative Side of Advertising 379
How Ideas Evolve:The Got Milk? Campaign 380
The Creative Concept 381
What Makes an Idea Creative?,381·ROI,382 Strdtegy and Creatrvity, 384
Creative Thinking 386
The Creative Person,387 Creative Roles, 391
The Creative Process 395
Managing the Creative Process, 397
Creative Strategy 399
Types of Messages,400 Hard and Soft Sell, 401
Creative Executions 404
Advertising Formats,404·Tone,405 Words and Pictures, 406
Effective Creativity 408
Summary 409
VIDEO CASE:Garbage 411
CHAPTER 14 Creating Print Advertising 413
Slow Down and Dream 414
Print Advertising 415
Newspaper Advertisements,415 Magazine Advertisements, 417
Writing for Print 417
Headlines,417·Other Display Copy,421 Body Copy, 421
Designing for Print 423
Layout Styles,424·Design Principles,425 Color, 431
Print Production 433
Typography,433·The A-435·Color Reproduction,436·Printing Process,437·New 438
Technology, 438
Summary 440
CASE STUDY:Baseball Needs a Home Run 442
VIDEO CASE:The Gap:Creating Print Advertising for a Changing Market 443
CHAPTER 15 Creating Broadcast Advertising 445
Pronmoting the Big Screen on the Little Screen 446
The Video Environment 446
Characteristics of Television Commercials 447
Producing Commercials,454·Scripts and Storyboards,454 The Team, 456
Message Strategy,449·Elements,451·Filming and Taping,452·Planning ar 456
Producing a Television Commercial 458
Preproduction,458·The Sboot,458·Postproduction,459·Rules of Thumb for 460
Producing Television Commercials, 460
The Radio Commercial 460
Characteristics of the Radio Environment,460·Message Strategy,462 Writing for Audio, 463
·Tools,464 Scripting, 465
Producing a Radio Commercial 465
Taped Commercials,465 Live Spots, 465
Message Trends 466
Summary 468
Zapping,466·Image Manipulaton,466 Interactive Media, 468
VIDEO CASE:Man vs.Machines:The Digital Revolution in Music 470
CHAPTER 16 Creating Direct-Response Advertising 473
They Keep Coming Back 474
Direct Marketing 474
Types of Direct Marketing, 475
The Direct-Response Industry 476
Reasons for Growth, 476
Integrated Direct Marketing 478
Problems with Direct Marketing,479·Direct-Response Advertising,480·Database 481
Marketing, 481
Managing Direct Marketing 482
The Advertisers,482·The Agencies,483 The Consumers, 484
Managing the Database 486
Designing a Direct-Marketing Piece, 486
The Media of Direct Response 487
Direct Mail,487·The Catalog Marketplace,493·Print Media,494·Broadcast 495
Media, 495
Telemarketing 496
Costs,496·Characteristics,497 The Message, 498
Online Marketing 498
The Future of Direct Marketing 499
Summary 501
VIDEO CASE:We ve Seen the Future and It s Home Shopping 503
CHAPTER 17 Creating Directory and Out-of-Home Advertising 505
Delivering the Goods 506
Out-of-Home Advertising 506
Outdoor Advertising,507·Message Design,509·Production Of Outdoor Advertising,512·Buying Outdoor Space,514 The Audience, 514
Transit Advertising 515
The Transit Audience,516·Message Design,517 Other Posters, 518
Directory Advertising 518
Yellow Pages Advertising,518·The Audience,520·Creating the Yellow Pages 525
Ad,520 Trends in Directories, 525
Other Innovative Advertising Media 525
Messages, 526
Movie Advertising,525·Other Alternative Media,526·Reminder Messages,526·Action 526
Summary 527
VIDEO CASE:Cadillac Style 529
PART Ⅴ ADVERTISING OPERATIONS 531
CHAPTER 18 Sales Promotion 531
Happy Meals—Happy Opportunities 532
Defining Sales Promotion 532
The Size of Sales Promotion 533
Reasons for the Growth of Sales Promotion, 534
The Role of Sales Promotion in Marketing 536
The Relationship Between Sales Promotion and Advertising 537
Types of Sales Promotion 540
Differences and Similarities,537·lntroducing a New Product,538·Can Sales 540
Promotion Build Brands?, 540
Consumer Sales Promotion,541 Reseller(Trade)Sales Promotion, 551
The Future of Sales Promotion 554
Summary 555
VIDEO CASE:Telemarketing and Sales Promotion 557
CHAPTER 19 Public Relations 559
Food Lion Roars Back 560
The Challenge of Public Relations 560
Comparing Public Relations and Advertising 563
Tracking Public Opinion, 566
The Components of Public Relations 566
Media Use,563·Control,565 Credibility, 566
Public Relations Tools and Techniques 572
Public Relations and Controlled Media,572·Media Relations,574·Crisis Management,577 Electronic Communication, 579
Nonprofit Public Relations 581
Nonprofit Organizations, 581
Evaluating Public Relations 582
Summary 584
CASE STUDY:Hey Baby,Want to Play Office?, 586
VIDEO CASE: Whose Side Are You On? Creating a Public Service Ad Campaign 587
CHAPTER 20 the Campaign Plan 589
The Structure of a Campaign Plan 590
Where s Your Mustache? 590
Situation Analysis 59l 593
SWOT Analysis, 593
Campaign Strategy 595
Objectives,596·Targeting,596·Positioning,596·The 596
Appropriation, 596
Marketing Communication Activities 597
Creative Theme,597·Creative Strategy and Tactics,598·Media Plan,599· 600
Other Marketing Communication Activities, 600
Phases of a Campaign 600
Evaluation 602
The Next Phase, 602
Summary 603
CHAPTER 21 Evaluative Research 605
Everyone Is the Same at GM 606
Evaluative Research Suppliers and Methods 608
Memory Tests 608
Recall Tests,609 Recognition Tests, 612
Persuasion Tests 614
Types of Persuasion Tests,615 Assessing Persuasion Tests, 615
Direct-Response Counts 616
Focus Groups 618
Physiological Tests 618
Communication Tests 618
Assessing Pbysiological Tests, 619
Frame-by-Frame Tests 621
Assessing Frame-by-Frame Tests, 622
In-Market Tests 622
Simulated Test Markests,623 Single-Source Data, 623
Implications of Evaluative Research 623
Summary 624
VIDEO CASE: Perfect Navy by Cover Girl 627
PART Ⅵ MISCELLANEOUS ADVERTISING 629
CHAPTER 22 Retail and Business-to-Business Advertising 629
Retail Advertising 630
A Store Without a Store 630
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 Media 641
Retail Media Strategy,641·Media Alternatives,642 Retail Market Research, 643
Business-to-Business Advertising 644
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 Media 653
General Business and Trade Publications,653·Directory Advertising,654·Direct 655
Marketing,654·Consumer Media,654·Recent Trends in Media Services,655 Does BusinessAdvertising Sell?, 655
Summary 656
CASE STUDY:RadioShack Has the Answers 658
VIDEO CASE:Price Chopper: Best Foods/Bert Price 659
CHAPTER 23 International Advercising 661
International Marketing 662
Evolution of Global Marketing, 662
The Global Perspective 667
Global Brands,669·The Global Debate and Advercising,669·Open Markets and 670
Regulations, 670
International Management 673
Lingu？Franca,673·Strategic Plan,675 Budget Control, 677
Structure of International Advertising 678
Organizing for International Advertising, 679
International Advertising Campaigns 681
Campaigns, 686
Centrally Controlled Campaigns,681·How Well Does Advertising Cross 686
Borders?,685·Media for International Campaigns,685·Execution of International 686
Special International Considerations 689
Customs and Culture,689·Time,691 Inertia,Resistance,Rejection,and Politics, 691
Summary 692
INTERNATIONAL CASE STUDY:The Train That Runs Through It 694
VIDEO CASE:Golden Arches in Moscow 695
Appendix:Careers in Advertising 696
Glossary 705
Credits 714
Index 716