Advertising

by Wells, William; Burnett, John; Moriarty, Sandra E.

• ISBN13: 9780130835710
• ISBN10: 0130835714
• Edition: 5th
• Format: Hardcover
• Copyright: 1999-12-01
• Publisher: Prentice Hall

Summary

The theme of "advertising effectiveness" has been reinforced in this creative highly readable book through Effies-oriented vignettes, best practices boxes, ethics boxes, "Inside Story" boxes and practical tips. Hands-on EOC material and video cases featuring a hot NYC ad agency reinforce the real-world/industry perspective. A campaign example and media-buying simulation are new.

Author Biography

John Burnett is a Professor of Marketing at the University of Denver.

Table of Contents

About the Author	xvii
Preface	xviii
Part I Advertising Foundations and Environment
Introduction to Advertising	1	(29)
Setting ``Sale'' on the Titanic	2	(1)
What Makes an Ad Great?	3	(3)
Characteristics of Great Ads,	3	(3)
The World of Advertising	6	(6)
Defining Advertising,	6	(1)
Types of Advertising,	6	(2)
Roles of Advertising,	8	(3)
Functions of Advertising,	11	(1)
The Five Players of Advertising	12	(2)
The Advertiser,	12	(1)
The Advertising Agency,	12	(1)
The Media,	13	(1)
Vendors,	14	(1)
The Target Audience,	14	(1)
The Evolution of Advertising	14	(8)
The Age of Print,	16	(1)
The Industrial Revolution and Emergence of Consumer Society,	16	(1)
Modern Advertising: Agencies, Science, and Creativity,	17	(5)
Current Advertising Issues	22	(2)
Interactive Advertising,	22	(1)
Integrated Marketing Communication,	22	(1)
Globalization,	23	(1)
Niche Marketing,	23	(1)
Consumer Power, Relationship Marketing, and Customization,	24	(1)
It's a Wrap: Advertising and Titanic	24	(1)
Summary	24	(2)
Hands-on Case: Long-Distance Rivals Slug it out	26	(3)
Advertising and Society: Ethics, Regulation, and Social Responsibility	29	(32)
Pin on a Pink Ribbon	30	(1)
Advertising and Society	30	(4)
Ethical Criteria,	30	(2)
The problem of Being Ethical	32	(2)
Ethical Issue in Advertising	34	(8)
Puffery	34	(1)
Taste and Advertising	34	(3)
Stereotyping in Advertising	37	(2)
Advertising to Children	39	(1)
Advertising Controversial Products	40	(1)
Subliminal Advertising	41	(1)
Advertising's Legal and Regulatory Environment	42	(1)
Federal Case Law Affecting Advertising	42	(2)
First Amendment Case Law	42	(1)
Privacy Case Law Developments: Online Advertising	43	(1)
Advertising and the Federal Trade Commission	44	(7)
Deception	45	(1)
Reasonable Basis for Making a Claim	46	(1)
Comparative Advertising	46	(1)
Endorsements	47	(1)
Demonstrations	48	(1)
FTC Deceptive and Unfair Advertising Remedies	48	(3)
Advertising and Other Regulatory Agencies	51	(1)
Food and Drug Administration	51	(1)
Federal Communication Commission	51	(1)
Additional Federal Regulatory Agencies	51	(1)
Social Responsibility and Self-Regulation	52	(3)
Self-Discipline	53	(1)
Pure Self-Regulation and Co-Opted Self-Regulation	53	(1)
Local Regulation	54	(1)
Media Regulation and Advertising	54	(1)
It's a Wrap: The Connecticut Breast Cancer Campaign	55	(1)
Summary	55	(2)
Hands-On Case: Keeping Things Private on the Web	57	(4)
Advertising and the Marketing Process	61	(28)
Melting Trade Resistance at Prestone	62	(1)
What is Marketing?	62	(1)
The Marketing Plan	63	(4)
Advertising's Role in the Marketing Plan	63	(1)
Types of Markets	64	(1)
Approaching the Market	65	(2)
The Marketing Concept and Relationship Marketing	67	(1)
The Four Tools of Marketing	68	(9)
Product	69	(3)
Channel of Distribution	72	(2)
Pricing	74	(3)
Ad Agencies: Combining Marketing and Advertising	77	(6)
Why Hire an Agency?	79	(1)
Types of Agencies	79	(1)
How Agencies are Organized	80	(2)
How Agencies are Paid	82	(1)
The effect of Technological Changes on Agencies	83	(1)
It's a Wrap: Melting Trade Resistance at Prestone	83	(1)
Summary	84	(1)
Hallmark Build-A-Campaign Projects	85	(4)
Video Case: Mad Dogs & Englishmen	86	(3)
Part II Advertising Background, Planning, and Strategy
The Consumer Audience	89	(28)
Caught in the Net: Southwestern Bell's Second-Line Campaign	90	(1)
Consumer Behavior	90	(2)
The Consumer Audience	91	(1)
The Target Market	91	(1)
Social and Cultural Influences on Consumers	92	(10)
Culture	92	(2)
Social Class	94	(1)
Reference Groups	95	(1)
Family	95	(1)
Demographics	96	(5)
Geographic Location	101	(1)
Psychological Influences on Consumers	102	(10)
Perception	102	(2)
Learning	104	(2)
Motivation and Needs	106	(1)
Attitudes	107	(2)
Personality	109	(1)
Combining all the Personal Factors: Psychographics	109	(3)
The Decision Process	112	(1)
Low-and High-Involvement Decision Processes	112	(1)
Steps in the Decision Process	112	(1)
It's a Wrap: Caught in the Net	113	(1)
Summary	114	(1)
Hallmark Build-A-Campaign Projects	115	(1)
Hands-On Case: Women and the Web	115	(2)
Account Planning and Research	117	(28)
United Rises to the Challenge	118	(1)
Research and Account Planning: The Quest for Intelligence and Insight	118	(1)
Strategic Research Versus Evaluative Research	119	(6)
Strategic Research	119	(2)
Primary Research Suppliers	121	(1)
Advertisers' Research Departments and the Shift to Account Planning	122	(2)
Who Organizes the Facts?	124	(1)
The Strategy Document	125	(3)
Marketing Objective	125	(1)
The Product	125	(1)
The Target Audience	125	(1)
Promise and Support	126	(1)
Brand Personality	126	(1)
Strategy Statement	127	(1)
Message Development Research	128	(3)
Diagnostic Research and Early Feedback	128	(3)
Communication Tests	131	(1)
Evaluative Research	131	(8)
Memory Tests	132	(1)
Persuasion Tests	133	(1)
Direct-Response Counts	134	(1)
Communication Tests	134	(2)
Frame-by-Frame Tests	136	(1)
In-Market Tests	136	(1)
Substitutes for In-Market Tests	136	(1)
Brand Tracking	137	(1)
Implications of Evaluative Research	138	(1)
Research Challenges	139	(1)
Globalization	139	(1)
New Media Technology	139	(1)
Virtual Research	139	(1)
It's a Wrap: Rising to the Challenge	140	(1)
Summary	141	(1)
Hallmark Build-A-Campaign Projects	142	(1)
Hands-On Case: Research on the Hog	143	(2)
How Advertising Works	145	(24)
Keeping Your Cool with the ``Dual Cool'' Maytag Refrigerator	146	(1)
Advertising's Impact	146	(5)
The External Environment of the Advertising Process	147	(1)
The Internal Environment of the Advertising Process	147	(4)
The Psychology of Advertising: Message Reception	151	(12)
Perception: Creating Stopping Power	151	(2)
Awareness: Making an Impression	153	(3)
Understanding: Making it Clear	156	(1)
Persuasion: Attitude Change and Trial	157	(3)
Memorability: Locking Power	160	(3)
How Brands Work	163	(2)
Brand Image	163	(1)
Promise	164	(1)
Building a Brand's Equity	164	(1)
Creativity or Content?	165	(1)
It's a Wrap: The Maytag ``Dual Cool'' Campaign	166	(1)
Summary	166	(1)
Hallmark Build-A-Campaign Projects	167	(1)
Hands-On Case: Cheerios: A Heart-to-Heart Conversation	168	(1)
Advertising Planning and Strategy	169	(24)
How `Bout That Weather?	170	(1)
Strategic Planning	170	(4)
Strategic Planning: Making Intelligent Decisions	170	(2)
Planning Documents	172	(1)
The Business Plan	172	(2)
The Marketing Plan	174	(3)
Marketing Objectives	174	(1)
Marketing Problems and Opportunities	174	(1)
Selecting Target Markets	175	(1)
Marketing Strategies	175	(1)
Executing Plans	176	(1)
Evaluating Plans	176	(1)
The Advertising Plan	177	(7)
Introduction	177	(1)
Situation Analysis	177	(1)
Advertising Strategy Decisions	178	(4)
Implementation	182	(1)
Evaluation	182	(1)
The Advertising Budget	183	(1)
The Creative Plan and Copy Strategy	184	(4)
Message Strategies	185	(1)
Selling Premises	186	(2)
It's a Wrap: The Weather Channel Gets Passionate	188	(1)
Summary	188	(1)
Hallmark Build-A-Campaign Projects	189	(1)
Video Case: Mad Dogs & Englishmen	190	(3)
Part III Advertising Media
Media Planning and Buying	193	(32)
Banking on Local Firepower: Columbia Bank	194	(1)
How Media Planning Fits in the Advertising Process	194	(3)
Media Consolidation: A New Perspective	195	(1)
The Aperture Concept in Media Planning	196	(1)
Media Planning Information Sources	197	(1)
Setting Media Objectives	197	(3)
Finding Target Audiences in Media Opportunities	197	(1)
Sales Geography	198	(1)
Timing	198	(1)
Duration: How Long to Advertise?	198	(2)
Developing Media Strategies	200	(4)
Target Audience Strategies: New Technology of Measurement	200	(1)
Geographic Strategies: Allocating Media Weight	201	(2)
Timing and Duration Strategies	203	(1)
Size Strategies	204	(1)
Media Selection Procedures	204	(6)
Audience Measures Used in Media Planning	204	(2)
Reach and Media Planning	206	(1)
Frequency and Media Planning	207	(1)
Combining Reach and Frequency Goals	208	(1)
Cost Efficiency as a Planning Dimension	209	(1)
Selecting and Buying Acceptable Media	210	(1)
Media Buying Functions	210	(2)
Providing Inside Information to the Media Planner	211	(1)
Selecting Media Vehicles	211	(1)
Negotiating Media Prices	211	(1)
Monitoring Vehicle Performance	211	(1)
Postcampaign Analysis	212	(1)
Media Buyers' Special Skills	212	(3)
Negotiation: The Art of a Buyer	212	(2)
Maintaining Plan Performance	214	(1)
Global Media Buying	215	(3)
Staging a Media Plan	216	(1)
Background and Situation Analysis	217	(1)
Media Objectives and Aperture Opportunities	217	(1)
Strategy: Selection of Media	218	(2)
The Flow Chart: Scheduling and Budgeting Allocation	219	(1)
It's a Wrap: Banking on Local Firepower	220	(1)
Summary	220	(2)
Hallmark Build-A-Campaign Projects	222	(1)
Hands-On Case: Pizza Hut Gains an Edge	222	(3)
Print Media	225	(30)
Sears and the Appliance Repair Nightmare	226	(1)
Print Media	226	(1)
Newspapers	227	(9)
The Structure of Newspapers	228	(2)
Newspaper Readers	230	(1)
Measuring the Newspaper Audience	230	(1)
Advertising in Markets	231	(2)
The Advantages of Newspapers	233	(1)
The Disadvantages of Newspapers	234	(1)
Changes in the Newspaper Industry	234	(2)
Magazines	236	(6)
Types of Magazines	237	(2)
Measuring Magazine Readership	239	(1)
Advertising in Magazines	239	(1)
The Advantages of Magazines	240	(1)
The Disadvantages of Magazines	241	(1)
Changes in the Magazine Industry: Online Technology	242	(1)
Out-of-Home Advertising	242	(4)
Outdoor Advertising	243	(1)
Buying Outdoor Space	243	(2)
The Audience	245	(1)
Transit Advertising	246	(1)
The Transit Audience	246	(1)
Other Posters	246	(1)
Directories	247	(1)
Yellow Pages Advertising	247	(1)
Print Media Strategy	248	(2)
It's a Wrap: Sears Solves the Appliance Repair
Nightmare	250	(1)
Summary	250	(2)
Hallmark Build-A-Campaign Projects	252	(1)
Hands-On Case: Stars Wars is Back	252	(3)
Broadcast and Interactive Online Media	255	(32)
Ouch! Staying Active and Comfortable When it Hurts	256	(1)
The Structure of the Television Industry	256	(4)
Network Television: Wired and Unwired	256	(1)
Public Television	257	(1)
Cable and Subscription Television	258	(2)
Local Television	260	(1)
Specialty Television	260	(1)
Television Syndication	260	(2)
Interactive Television	261	(1)
Changes in Broadcast Television	261	(1)
Television Advertising	262	(8)
Forms of Television Advertising	263	(1)
The Television Audience	264	(1)
Measuring the Television Audience	264	(2)
Advantages of Television	266	(3)
Disadvantages of Television	269	(1)
The Structure of Radio	270	(1)
AM Radio	270	(1)
FM Radio	270	(1)
Cable and DAB Radio	270	(1)
Web Radio	271	(1)
Radio Advertising	271	(2)
Network Radio	271	(2)
Spot Radio	273	(1)
The Radio Audience	273	(3)
Measuring the Radio Audience	274	(1)
Advantages of Radio	274	(2)
Disadvantages	276	(1)
Making Radio Media Choices	276	(1)
Interactive Media	276	(5)
Broadcast and Interactive Media Strategies	279	(2)
It's a Wrap: Staying Active and Comfortable When it Hurts	281	(1)
Summary	281	(1)
Hallmark Build-A-Campaign Projects	282	(2)
Video Case: Mad Dogs & Englishmen	284	(3)
Part IV Creating Advertising
The Creative Side of Advertising	287	(26)
Gopher Talk: Selling a Losing Season	288	(1)
What Is Creative Advertising?	288	(7)
The Creative Leap	289	(2)
The Creative Concept	291	(1)
Strategy and Creativity	291	(2)
Creativity and Strategy in the Message Design	293	(1)
Creative Thinking	294	(1)
Creative Roles	295	(3)
Words and Pictures	295	(1)
Art Direction	296	(1)
Copywriting	296	(2)
The Creative Person	298	(1)
Personal Characteristics	298	(1)
The Creative Process	299	(2)
Steps and Stages	299	(2)
Brainstorming	301	(1)
Creative Strategy and Execution	301	(5)
Product Category Strategies	302	(1)
Head and Heart Strategies	302	(1)
The Selling Premise	303	(1)
Support	303	(1)
The Creative Brief	303	(1)
Decisions about the Message Execution	304	(2)
Effective Creativity	306	(2)
Integration and Creativity	307	(1)
The Creative Side of the Web	307	(1)
It's a Wrap: Selling a Losing Season with Creativity	308	(1)
Summary	308	(2)
Hallmark Build-A-Campaign Projects	310	(1)
Hands-On Case: How to Manage a Global Brand Image	310	(3)
Creating Print Advertising	313	(32)
Avon Cleaners Cleans Up	314	(1)
Print Advertising	314	(9)
Newspaper Advertisements	315	(1)
Magazine Advertisements	315	(1)
Directories	316	(2)
Out-of-Home Advertising	318	(4)
Transit Advertising	322	(1)
Product Literature	323	(4)
Copywriting for Print	323	(1)
Headlines	324	(1)
Other Display Copy	325	(1)
Body Copy	326	(1)
Designing for Print	327	(9)
Layout Stages	329	(1)
Layout and Design Principles	330	(3)
Color in Print Advertising	333	(1)
Typography	334	(2)
Print Production	336	(4)
Art Reproduction	336	(1)
Color Reproduction	337	(2)
Printing Processes	339	(1)
Binding and Finishing	340	(1)
Print Technology: Digitization and Transmission	340	(1)
It's a Wrap: A Clean Sweep	340	(1)
Summary	341	(1)
Hallmark Build-A-Campaign Projects	342	(1)
Hands-On Case: How the Gap Creates Print Advertising for a Changing Market	343	(2)
Creating Broadcast Advertising	345	(28)
It's about Nothing: A VW Sunday Afternoon	346	(1)
Radio Commercials	346	(3)
Message Characteristics of Radio	347	(1)
Tools	347	(2)
Television Commercials	349	(3)
Elements	350	(1)
Message Characteristics of Television	351	(1)
Cross-Cultural Commercials	352	(1)
Other TV and Film Advertising	352	(2)
Infomercials	352	(1)
Videos	353	(1)
Movie Trailers	353	(1)
Brand Placements	353	(1)
The Creative Team	354	(1)
Broadcast Copywriting	354	(5)
Radio Copywriting	355	(1)
Television Copywriting	356	(1)
TV Planning	357	(2)
Television Art Direction	359	(1)
Computer Graphics	359	(1)
Planning the Execution	360	(2)
Scripting	360	(2)
Broadcast Production	362	(4)
Producing Radio Commercials	362	(1)
Producing TV Commercials	362	(1)
The Production Process	363	(3)
Web Advertising	366	(2)
Web Site Design	366	(1)
Designing Banners	367	(1)
It's a Wrap: The Smell of Success	368	(1)
Summary	369	(1)
Hallmark Build-A-Campaign Projects	370	(1)
Hands-On Case: Slicing and Dicing the Market	371	(2)
Direct-Response Marketing	373	(28)
Bigamy, Double Crossing, and Foul Play: Selling the Opera	374	(1)
Direct Marketing	374	(4)
Direct Marketing Strategy	376	(2)
The Direct-Response Industry	378	(3)
Direct-Response Advertising	378	(1)
Database Marketing	379	(1)
Home Shopping	380	(1)
The Players	381	(1)
The Advertisers	381	(1)
The Agencies	381	(1)
The Consumers	382	(1)
The Media of Direct Response	382	(8)
Direct Mail	382	(3)
Catalogs	385	(1)
Telemarketing	386	(2)
Print Media	388	(1)
Broadcast Media	388	(1)
The Internet	389	(1)
Managing a Database	390	(2)
Types of Lists	391	(1)
Integrated Direct Marketing	392	(2)
Linking the Channels	392	(1)
Same Message, Multiple Sources	392	(1)
Interactive Technology	393	(1)
Creating Loyalty	394	(1)
It's a Wrap: Orchestrating the Opera's Bottom Line	394	(1)
Summary	395	(1)
Hallmark Build-A-Campaign Projects	396	(2)
Video Case: Mad Dogs & Englishmen	398	(3)
Part V Integrating Marketing Communication Elements
Promotions	401	(28)
Guerrilla Marketing: Xtreme Sports for Xtreme Marines	402	(1)
Sales Promotion	402	(2)
Size of the Industry	403	(1)
Reasons for the Growth of Sales Promotion	403	(1)
Consumer Promotions	404	(5)
Coupons	405	(2)
Contests and Sweepstakes	407	(1)
Refunds and Rebates	407	(1)
Premiums	408	(1)
Sampling	408	(1)
Trade Promotions	409	(5)
Point-of-Purchase Displays	409	(2)
Retailer (Dealer) Kits	411	(1)
Contests and Sweepstakes	411	(1)
Trade Shows and Exhibits	411	(2)
Trade Incentives and Deals	413	(1)
Promotions That Cross the Lines	414	(6)
Sponsorships and Event Marketing	414	(1)
Specialty Advertising	415	(1)
Interactive and Internet Promotions	416	(1)
Licensing	417	(1)
Loyalty Programs/Continuity Programs	418	(2)
Co-Marketing Programs	420	(1)
The Role of Promotions In Marketing	420	(4)
Promotion Strategies	421	(2)
Promotion Integration	423	(1)
It's a Wrap: Marines Xtreme Promotions Mobilize the Troops	424	(1)
Summary	424	(1)
Hallmark Build-A-Campaign Projects	425	(1)
Hands-On Case: Look! Up in the Sky! It's a Bird! It's a Plane!	426	(3)
Public Relations	429	(28)
Target's Guest Card Targets Moms	430	(1)
The Practice of Public Relations	430	(5)
Comparing Public Relations and Advertising	431	(1)
Differences	431	(3)
Marketing Public Relations	434	(1)
Types of Public Relations Activities	435	(6)
Public Affairs and Issues Management	435	(2)
Image and Reputation Management	437	(2)
Relationship Management	439	(1)
Crisis Management	440	(1)
Public Relations Tools	441	(8)
House Ads	441	(1)
Public Service Announcements	442	(1)
Corporate (Institutional) Advertising	442	(1)
In-House Publications	442	(1)
Speakers, Photographs, and Films	443	(1)
Displays, Exhibits, and Staged Events	444	(1)
The News Release	444	(1)
The Press Conference	445	(1)
Online Communication	445	(4)
Nonprofit Public Relations	449	(2)
Nonprofit Organizations	449	(1)
Cause and Mission Marketing	450	(1)
Effectiveness and Excellence	451	(2)
It's a Wrap: Moms Respond to Target's Guest Card	453	(1)
Summary	453	(2)
Hallmark Build-A-Campaign Projects	455	(1)
Hands-On Case: ``Whose Side Are You On?''	455	(2)
Retail and Business-to-Business Advertising	457	(26)
Maintaining Relationships	458	(1)
Retail Advertising	458	(10)
Local Retail Advertising	458	(1)
Differences between Local Retailing and National Brand Advertising	459	(1)
Cooperative Advertising	460	(1)
Large Specialty Retailers	461	(1)
Nonstore Retailing	461	(1)
Online Retailing and E-Commerce	462	(1)
Institutional and Product Retail Advertising	463	(1)
Trends Affecting Retail Advertising	464	(2)
Creating the Retail Ad	466	(2)
Buying and Selling Local Media	468	(3)
Local Retail Media Strategy	468	(1)
Media Alternatives	469	(2)
Business-to-Business Advertising	471	(9)
Types of Business-to-Business Advertising	472	(2)
Business versus Consumer Marketing	474	(1)
Purchasing Objectives	475	(1)
Business-to-Business Advertising Objectives	476	(1)
Creating Business-to-Business Ads	477	(1)
Business-to-Business Advertising Media	477	(1)
General Business and Trade Publications	477	(1)
Directory Advertising	477	(1)
Direct Marketing	477	(1)
Consumer Media	478	(1)
The Web	478	(1)
Does Business Advertising Sell?	478	(2)
It's a Wrap: Grassfield's Maintains Relationships	480	(1)
Summary	480	(1)
Hallmark Build-A-Campaign Projects	481	(1)
Hands-On Case: Unisys Tries Again	482	(1)
International Advertising	483	(22)
Starbucks Ahoy!	484	(1)
Evolution of Global Marketing	484	(2)
Home Country Production	484	(1)
Export	485	(1)
Nationalization and Regionalization	485	(1)
The Global Perspective	486	(3)
Global Brands	487	(1)
The Global Debate and Advertising	487	(2)
International Management	489	(4)
Lingua Franca	489	(1)
The Global Advertising Plan	490	(2)
Selecting an Agency	492	(1)
Approaches to the International Advertising Campaign	493	(6)
Centrally Controlled Campaigns	493	(2)
Positioning the Global Product	495	(1)
Setting the Budget	495	(1)
Selecting Media for International Campaigns	495	(1)
Execution of International Campaigns	496	(2)
The Global Creative Effect	498	(1)
Evaluating Effectiveness	499	(1)
Special International Considerations	499	(3)
Laws and Regulations	499	(1)
Customs and Culture	500	(1)
Time	501	(1)
Inertia, Resistance, Rejection, and Politics	501	(1)
It's a Wrap: Starbucks Ahoy!	502	(1)
Summary	503	(1)
Hallmark Build-A-Campaign Projects	503	(1)
Hands-On Case: Global Brands Must Be Puuurfect!!	504	(1)
The Integrated Campaign	505	(24)
Designing Woman Designs Retreat	506	(1)
Total Communication: IMC	506	(2)
The Tools of IMC	506	(1)
Stakeholder Audiences	507	(1)
Coordination	508	(1)
The Structure of a Campaign Plan	508	(13)
Situation Analysis	509	(2)
SWOT Analysis	511	(1)
Campaign Strategy	512	(4)
Communication Strategy	516	(2)
Media Plan	518	(1)
Other Marketing Communication Activities	519	(1)
The Appropriation and Budget	520	(1)
Evaluating the Campaign Plan	521	(1)
Creating Synergy	522	(1)
It's a Wrap: Designing Woman Repositions Bell South	523	(1)
Summary	524	(1)
Hallmark Build-A-Campaign Projects	524	(2)
Video Case: Mad Dogs & Englishmen	526	(3)
Appendix: The Hallmark Brand Insistence IMC Campaign	529	(6)
Glossary	535	(8)
Credits	543	(2)
Index	545