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El. knyga: Advertising: Strategy, Creativity And Media

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  • Formatas: PDF+DRM
  • Išleidimo metai: 18-Feb-2013
  • Leidėjas: Pearson Education Limited
  • Kalba: eng
  • ISBN-13: 9780273760917
Kitos knygos pagal šią temą:
Advertising: Strategy, Creativity And MediaDidesnis paveikslėlis
  • Formatas: PDF+DRM
  • Išleidimo metai: 18-Feb-2013
  • Leidėjas: Pearson Education Limited
  • Kalba: eng
  • ISBN-13: 9780273760917
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The book covers advertising from top to bottom, including the history and development of the advertising industry, the academic thinking that underpins how advertising is practiced today and the strategies used in both conventional and digital advertising today.

It offers extensive coverage of traditional and contemporary approaches to all mainstream media, strategy and planning, insights into the creative advertising process and how messages and content are developed and a wealth of contemporary examples from around Europe and beyond.





Importantly, the book also includes coverage of the challenges of measuring and delivering tangible results. This book is the essential companion for undergraduate, postgraduate and professional students studying Advertising, Media and related subjects. 

 
Guided tour xiii
Preface xv
Overview of the book xv
Design features and presentation xviii
Support materials xix
Acknowledgements xx
Publisher's acknowledgements xxi
Chapter 1 An introduction to advertising
1(27)
Aims and learning objectives
1(1)
Minicase: Painting through insight
2(1)
Introduction
3(1)
Brief background and development of advertising
4(4)
ViewPoint 1.1 A glass and a half of chocolate advertising
7(1)
The significance and scope of the advertising industry
8(3)
The nature and role of advertising in society
11(6)
ViewPoint 1.2 Stroking the public good
16(1)
Definitions - what is advertising?
17(1)
Types of advertising
18(2)
ViewPoint 1.3 Bricking it with the BDA
19(1)
Advertising and communication
20(1)
Engagement and the role of advertising
21(3)
ViewPoint 1.4 Attracting new teachers through behavioural engagement
23(1)
Chapter summary
24(1)
Review questions
25(1)
Chapter references
26(2)
Chapter 2 OK, so is this the right meaning?
28(34)
Aims and learning objectives
28(1)
Minicase: Finding a Match.com
29(1)
Introduction
30(1)
The core model of communication
30(5)
ViewPoint 2.1 Understanding Chinese office coffee drinkers
32(3)
Factors that influence the communication process
35(1)
The influencer model of communication
36(3)
ViewPoint 2.2 Opinion leadership in action
37(2)
The interactional model of communication
39(2)
Other types of communication
41(1)
Source characteristics
42(1)
Establishing credibility
43(4)
ViewPoint 2.3 Smoking seeks credibility
44(3)
Cognitive processing
47(2)
Attitudes
49(2)
Using advertising to influence attitudes
51(3)
The elaboration likelihood model
54(3)
ViewPoint 2.4 Meerkats go peripheral
55(2)
Chapter summary
57(1)
Review questions
58(1)
Chapter references
59(3)
Chapter 3 Advertising: theories, concepts and frameworks
62(27)
Aims and learning objectives
62(1)
Minicase: Johnnie Walker keeps striding
63(1)
Introduction
64(2)
The use of information and emotion in advertising
66(6)
ViewPoint 3.1 An emotional recovery for Hovis
66(6)
Advertising models and concepts
72(2)
Eclectic models of advertising
74(3)
ViewPoint 3.2 Crown get people talking about paint
76(1)
The strong and weak theories of advertising
77(2)
Using advertising strategically
79(4)
ViewPoint 3.3 Sleeping with wolves ... well, nearly
81(2)
The Institute of Practitioners in Advertising
83(2)
ViewPoint 3.4 Ring me for fame
84(1)
Chapter summary
85(1)
Review questions
86(1)
Chapter references
87(2)
Chapter 4 Advertising: strategies, planning and positioning
89(32)
Aims and learning objectives
89(1)
Minicase: Ulster Bank ... ing on students
90(1)
Introduction
91(1)
What is strategy?
91(3)
Communications strategies
94(8)
Objectives and strategic development
102(2)
ViewPoint 4.1 Retailer aims to make customers' lives easier
103(1)
Advertising planning and frameworks
104(8)
ViewPoint 4.2 Pringles crunch into China
109(2)
ViewPoint 4.3 It's how they behave and what they look like
111(1)
Positioning
112(5)
ViewPoint 4.4 Adopting a safe position in Germany
116(1)
Chapter summary
117(1)
Review questions
118(1)
Chapter references
119(2)
Chapter 5 Creativity, content and appeals
121(32)
Aims and learning objectives
121(1)
Minicase: Creative repositioning needed by Volvo
122(1)
Introduction
123(1)
What is creativity?
124(2)
Creative roles and skills
126(2)
ViewPoint 5.1 Sir John Hegarty, a leading creative light
127(1)
The creative process
128(2)
Creative content
130(5)
ViewPoint 5.2 Creative ideas and original content key for brands
134(1)
Message appeals
135(9)
ViewPoint 5.3 Benetton returns to `edgy' advertising
142(2)
Evaluating creativity
144(4)
ViewPoint 5.4 Winning at Cannes Creative Festival
145(3)
Chapter summary
148(1)
Review questions
149(1)
Chapter references
149(4)
Chapter 6 Brand communications: the role of advertising
153(33)
Aims and learning objectives
153(1)
Minicase: Diamonds, because she's worth it
154(1)
Introduction
155(2)
Brand definitions
157(1)
Types of branding
158(7)
ViewPoint 6.1 Coca-Cola means lifestyle ... today
159(3)
ViewPoint 6.2 Eddie Stobart delivers strong B2B branding
162(3)
Brand characteristics
165(6)
ViewPoint 6.3 Red Bull's exciting personality
168(3)
Brand associations
171(1)
The role of advertising and communications in branding
171(7)
ViewPoint 6.4 Virgin Atlantic do it up there - above the line
173(1)
ViewPoint 6.5 Building brands of steel with Tata
174(2)
ViewPoint 6.6 Around the line with Armenian brandy
176(2)
Brand equity
178(2)
Chapter summary
180(1)
Review questions
181(1)
Chapter references
182(4)
Chapter 7 The advertising industry
186(28)
Aims and learning objectives
186(1)
Minicase: Help is at hand: a new agency approach
187(1)
Introduction
188(1)
Agency structures and integration
189(3)
ViewPoint 7.1 Procter & Gamble's BAL agency model
191(1)
Advertising agency structures and types
192(4)
ViewPoint 7.2 DDB - some of the original `Madmen'
193(1)
ViewPoint 7.3 Global communications at WPP and Dentsu
194(2)
Agency operations and roles
196(2)
Advertising agency selection
198(5)
Agency remuneration
203(2)
ViewPoint 7.4 Coca-Cola's recipe for agency compensation
204(1)
Advertising budgets
205(6)
ViewPoint 7.5 Who spends the most?
206(5)
Chapter summary
211(1)
Review questions
212(1)
Chapter references
212(2)
Chapter 8 Traditional media
214(30)
Aims and learning objectives
214(1)
Minicase: Flying in Finnair to Asia
215(1)
Introduction
216(1)
Print media
217(1)
Magazines
218(3)
Some strengths in using magazines in the media plan
221(1)
Some weaknesses in using magazines in the media plan
222(1)
ViewPoint 8.1 Arla seek to Integrate with a loyalty campaign
223(1)
Newspapers
223(2)
Newspaper advertising
225(1)
Some strengths in using newspapers in the media plan
225(1)
Some weaknesses in using newspapers in the media plan
226(1)
Electronic media
227(1)
Radio
227(2)
ViewPoint 8.2 Nike in China - branding sports
228(1)
Some strengths in using radio in the media plan
229(1)
Some weaknesses in using radio in the media plan
230(1)
Television
231(1)
Some strengths in using television in the media plan
232(1)
Some weaknesses in using television in the media plan
233(1)
ViewPoint 8.3 Cable television - branding with Latino cool
234(1)
Out-of-home media
234(1)
Some strengths in using out-of-home in the media plan
235(1)
Some weaknesses in using out-of-home in the media plan
236(1)
Direct mail
237(1)
ViewPoint 8.4 Reaching Aussie teens about cyberbullying
237(1)
Some strengths in using direct mail in the media plan
238(1)
Some weaknesses in using direct mail in the media plan
238(1)
Alternative advertising media
238(1)
Chapter summary
239(1)
Review questions
240(1)
Chapter references
241(3)
Chapter 9 Digital media and emerging technologies
244(32)
Aims and learning objectives
244(1)
Minicase: Changing the country from the ground up
245(1)
Introduction
246(1)
Internet and online advertising
247(2)
Some strengths in using online in the media plan
249(3)
ViewPoint 9.1 A Singapore brand for the digital age
251(1)
Some weaknesses in using online in the media plan
252(2)
ViewPoint 9.2 Using paint to decorate a website
253(1)
Mobile marketing
254(3)
ViewPoint 9.3 Funding a worthy cause through mobile marketing
256(1)
Some strengths in using mobile telephony in the media plan
257(1)
Some weaknesses in using mobile telephony in the media plan
258(1)
ViewPoint 9.4 Promoting HD football packages via mobile advertising
259(1)
Social media marketing
259(2)
Some strengths in using social media in the media plan
261(2)
Some weaknesses in using social media in the media plan
263(1)
Gaming
263(3)
Some strengths in using gaming in the media plan
266(1)
Some weaknesses in using gaming in the media plan
267(1)
Supplementary digital advertising media
268(2)
Chapter summary
270(1)
Review questions
271(1)
Chapter references
272(4)
Chapter 10 Media planning
276(26)
Aims and learning objectives
276(1)
Minicase: A need to revisit supermarket TV
277(1)
Introduction
278(1)
How does media planning work?
279(2)
ViewPoint 10.1 The Apartheid Museum: media plan creates awareness through pop culture
280(1)
A short and recent evolution of media planning
281(3)
The media plan
284(2)
ViewPoint 10.2 Engaging social media in Brazil
285(1)
Factors in determining media objectives and strategies
286(5)
Scheduling
291(6)
ViewPoint 10.3 Nutritious ... and delicious
294(3)
Media buying
297(2)
ViewPoint 10.4 Planning media (internally) for two languages
298(1)
Chapter summary
299(1)
Review questions
299(1)
Chapter references
300(2)
Chapter 11 Measuring advertising efficiency and effectiveness
302(26)
Aims and learning objectives
302(1)
Minicase: Measuring the media
303(1)
Introduction
304(1)
Media audience research
305(1)
ViewPoint 11.1 Seeking lasting relationships through online media measurability
306(1)
Calculating the audience
306(1)
Print measurement
307(2)
ViewPoint 11.2 Rebating the holiday season
307(2)
Broadcast measurement
309(3)
Digital measurement
312(1)
Internet
313(4)
ViewPoint 11.3 The Marmarati - only extreme lovers need apply
315(2)
Social media measurement
317(6)
ViewPoint 11.4 Bringing International Women's Day to Twitter
321(2)
Buying the media
323(2)
Chapter summary
325(1)
Review questions
325(1)
Chapter references
326(2)
Chapter 12 Standards and responsibilities
328(28)
Aims and learning objectives
328(1)
Minicase: Saving the Indian tiger with Aircel
329(1)
Introduction
330(1)
Attitudes towards advertising
330(3)
Ethics and advertising
333(1)
Controls and regulations
334(1)
The Advertising Standards Authority (ASA)
335(1)
Codes of practice
335(2)
Complaints and sanctions
337(10)
ViewPoint 12.1 So what do consumers complain about?
338(4)
ViewPoint 12.2 Promoting responsible drinking
342(5)
Corporate social responsibility
347(6)
ViewPoint 12.3 Leading brands to inspire sustainability in the UK
348(3)
ViewPoint 12.4 Kenco forms alliance to establish CSR
351(2)
Chapter summary
353(1)
Review questions
354(1)
Chapter references
354(2)
Chapter 13 Contemporary issues in advertising
356(31)
Aims and learning objectives
356(1)
Minicase: Go on, be a hero and pay your TV licence fee: a Swedish case of Radiotjanst
357(1)
Introduction
358(1)
Why can't we integrate our brand communications?
359(5)
ViewPoint 13.1 Morrisons do integrated growing
362(2)
Integration - the issues
364(2)
Consumer insights
366(4)
ViewPoint 13.2 Action with behavioural economics
368(2)
Advertising and social networks
370(1)
Clutter and changing ad formats
371(2)
ViewPoint 13.3 Just the app, up and away
372(1)
Media management planning
373(2)
Measuring ad effectiveness
375(5)
ViewPoint 13.4 Measuring engagement - it's Intel inside
379(1)
Creativity
380(1)
Ad response or brand response?
380(2)
Chapter summary
382(1)
Review questions
383(1)
Chapter references
384(3)
Index 387
Chris Fill BA, MSc. FCIM, is a Director of Fillassociates. The company develops teaching and learning materials related to marketing, communications and corporate reputation. He has authored many books, including his internationally recognised Marketing Communications text. The company also provides training, evaluation, project management and consultancy services for a variety of organisations. Formerly a Principal Lecturer at the University of Portsmouth, Chris is now an Advisory Professor at Poitiers Business School, is associated with the Institute of Practitioners of Advertising, and is a Fellow and former Senior Examiner at the Chartered Institute of Marketing. www.fillassociates.co.uk.

 

Graham Hughes is a former Principal Lecturer at Leeds Business School, Leeds Metropolitan University where he taught marketing communications, advertising and media strategy and brand management at undergraduate, postgraduate and professional levels. He has taught extensively on international programmes in China, Malaysia, India and southern Africa. He is now a freelance tutor and writer in marketing communications.

 

 

Scott De Francesco PhD., has designed and taught innovative communications-based study programmes at universities in the United Kingdom, the United States and Australia. In addition to an expertise in advertising, he collaborates on international film projects for the Museum of Modern Art (NY) and has made original film translations for the Janus/Criterion foreign films collection. He has also served as media planner for a subsidiary of Ogilvy & Mather. He lives in New York City.









 

 

 
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