| Description |
1 online resource (548 pages) : illustrations (some color) |
| Contents |
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 |
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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, |
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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, |
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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 |
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And the First Amendment Protection of Advertising -- Jay B Wright; Ethics of Advertising -- Peggy H Cunningham; Oxymoron or Good Business Practice? |
| Summary |
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 |
| Bibliography |
Includes bibliographical references and indexes |
| Notes |
Restricted: Printing from this resource is governed by The Legal Deposit Libraries (Non-Print Works) Regulations (UK) and UK copyright law currently in force. WlAbNL |
| Subject |
Advertising -- United States
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Advertising.
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Publicity.
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Advertising
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advertising.
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BUSINESS & ECONOMICS -- Advertising & Promotion.
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Publicity
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Advertising
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Reclamebureaus.
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Reclame-industrie.
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Publicité -- États-Unis.
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Publicité.
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United States
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| Form |
Electronic book
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| Author |
Jones, John Philip
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| LC no. |
98040120 |
| ISBN |
9781452264646 |
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1452264643 |
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9781452231440 |
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1452231443 |
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9780761912385 |
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076191238X |
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