Advertising : Principles and Practice

by Moriarty, Sandra; Mitchell, Nancy D; Wells, William D.

• ISBN13: 9780131465602
• ISBN10: 0131465600
• Edition: 7th
• Format: Hardcover
• Copyright: 2009-01-01
• Publisher: Pearson College Div

Summary

For Introductory courses in Advertising, offered in Marketing, Journalism and Communication departments. Advertising: Principles And Practice, 7e is the only advertising textbook that emphasizes measuring advertising effectiveness.

Table of Contents

Preface	xxi
PART I FOUNDATIONS
Introduction to Advertising	3	(27)
Volkswagen Sings a New Song With iPOD®	3	(2)
What is Advertising?	5	(1)
Defining Modern Advertising	5	(1)
The Key Concepts of Advertising	5	(1)
The Roles and Functions of Advertising	6	(4)
The Marketing Role	8	(1)
The Communication Role	8	(1)
The Economic Role	8	(2)
The Social Role	10	(1)
The Functions of Advertising	10	(1)
The Key Players	10	(7)
The Advertiser	10	(3)
The Advertising Agency	13	(2)
The Media	15	(1)
The Suppliers (Vendors)	16	(1)
The Target Audience	16	(1)
Types of Advertising	17	(2)
What Makes an AD Effective?	19	(2)
The Important Role of Objectives	19	(1)
Effectiveness and Award Shows	20	(1)
The Evolution of Advertising	21	(1)
The Current Advertising Scene	21	(9)
An Expanded View of Advertising	21	(1)
Integrated Marketing Communication	22	(1)
Globalization	23
A Matter of Practice: Driving on the Road of Life	9	(3)
A Matter of Principle: The Greatest Commercial Ever Made	12	(2)
The Inside Story: Why Do I Love Advertising?	14	(10)
It's a Wrap: Effective Advertising Drives Volkswagen's Success	24	(1)
Summary	25	(1)
Key Terms	26	(1)
Review Questions	26	(1)
Discussion Questions	26	(1)
Class Project	26	(1)
Hands-On: Introduction to Advertising	27	(3)
Advertising's Role in Marketing	30	(29)
Puma Is One Cool Cat	30	(1)
What is Marketing?	31	(6)
Key Concepts in Marketing	31	(1)
The Marketing Concept: Focus on Customers	31	(1)
The Concept of Exchange	32	(1)
The Concept of Branding	33	(2)
The Concept of Added Value	35	(2)
The Key Players and Markets	37	(4)
The Marketer	37	(1)
Suppliers and Vendors	38	(1)
Distributors and Retailers	39	(1)
Types of Markets	39	(2)
The Marketing Process	41	(4)
Marketing Research	42	(1)
Key Strategic Decisions	42	(1)
Marketing Mix Strategies	42	(3)
How Agencies Work	45	(7)
Types of Agencies	47	(2)
How Agency Work is Organized	49	(2)
How Agencies Make Money	51	(1)
International Marketing	52	(1)
Organizing for International Marketing	52	(1)
International Marketing Management	52	(1)
The Dynamics of Modern Marketing	52	(7)
A Matter of Principle: It's Pure and It Floats	34	(12)
A Matter of Practice: Marketing a Passion for Doughnuts	46	(4)
The Inside Story: The Day-to-Day Job of an Account Executive	50	(3)
It's a Wrap: Puma Leaps Forward	53	(1)
Summary	54	(1)
Key Terms	54	(1)
Review Questions	55	(1)
Discussion Questions	55	(1)
Class Project	55	(1)
Hands-On: WWP's Owner---a British Knight with Every (Marketing) Weapon at His Disposal	56	(3)
Advertising and Society	59	(38)
Advertising's Social Role	61	(1)
Advertising's Role in Shaping or Mirroring Society	61	(1)
Social and Cultural Considerations in International Advertising	62	(1)
Review and Regulation of Advertising	62	(4)
Advertising's Legal Environment	62	(4)
Advertising's Regulatory Environment	66	(6)
The FTC	66	(4)
Food and Drug Administration	70	(1)
Federal Communications Commission	70	(1)
Other Regulatory Bodies	70	(1)
International Laws and Regulations	70	(2)
Media Review of Advertising	72	(3)
Self-Regulation	72	(1)
Self-Discipline	73	(1)
Industry Self-Regulation	73	(1)
Public and Community Review	74	(1)
Advertising Ethics	75	(11)
Poor Taste and Offensive Advertising	75	(1)
Reinforcing Stereotypes	76	(3)
Body Image and Self-Image	79	(1)
Targeting Children	79	(1)
Misleading Claims and Other Message Strategies	80	(4)
Advertising Controversial Products	84	(2)
Determining What is Ethical	86	(11)
The Social Ethic	86	(1)
Professional Ethics	87	(1)
International Standards and Codes	88	(1)
Personal Ethics	88
A Matter of Principle: Cheesecake or Good Targeting?	77	(12)
The Inside Story: Breaking Into Madison Avenue	89	(1)
It's a Wrap: Lessons from the Losers	90	(1)
Summary	90	(1)
Key Terms	91	(1)
Review Questions	91	(1)
Discussion Questions	91	(1)
Class Project	92	(1)
Hands-On: Boycott This!	92	(2)
Part-Ending Case Chick-fil-A: Foundations	94	(3)
PART II PLANNING AND STRATEGY
How Advertising Works	97	(28)
SignBoy Is a Hole in One for FootJoy	97	(2)
How Advertising Works as Communication	99	(3)
The Communication Model	99	(1)
Advertising as Communication	100	(2)
Adding Interaction to Advertising	102	(1)
The Effects Behind Advertising Effectiveness	102	(2)
The Simple Answers	102	(1)
The Facets Model of Effective Advertising	103	(1)
Perception	104	(2)
The Components of Perception	104	(2)
The Subliminal Issue	106	(1)
Cognition	106	(3)
The Components of Cognition	106	(3)
The Affective or Emotional Response	109	(1)
The Components of Affective Response	109	(1)
Association	110	(3)
The Components of Association	110	(1)
Brand Transformation	111	(2)
Association Networks	113	(1)
Persuasion	113	(3)
The Components of Persuasion	113	(3)
Involvement's Role in Persuasion	116	(1)
Behavior	116	(9)
The Components of Behavior	116
A Matter of Principle: Does Subliminal Advertising Work?	107	(5)
A Matter of Practice: It's Green, It's Squishy, It's Guacamole!	112	(6)
The Inside Story: The Curiosity-arousing Function of Antidrug Ads	118	(1)
It's a Wrap: SignBoy is a Sign of Success for FootJoy	119	(1)
Summary	120	(1)
Key Terms	120	(1)
Review Questions	121	(1)
Discussion Questions	121	(1)
Class Projects	121	(1)
Hands-On: How Advertising Works: If It Walks Like the Aflac Duck	122	(3)
The Consumer Audience	125	(32)
So What Do You Crave?	125	(1)
How Does Consumer Behavior Work?	126	(1)
The Consumer Audience	127	(1)
Cultural and Social Influences on Consumer Decisions	127	(8)
Culture	128	(1)
Subcultures	129	(1)
Social Class	129	(1)
Reference Groups	129	(1)
Family	130	(1)
Demographics	131	(4)
Psychological Influences that Motivate Consumers	135	(9)
Perception and State of Mind	135	(4)
Motivations	139	(1)
Attitudes and Values	139	(1)
Personality	139	(1)
Psychographic Influences	140	(4)
Behavioral Influences on Consumer Decisions	144	(1)
Usage Behavior	144	(1)
Innovation and Adoption	144	(1)
The Consumer Decision Process	145	(2)
Influences on B2B Decision Making	146	(1)
Segmenting and Targeting	147	(10)
To Segment or Not to Segment?	147	(3)
Targeting the Right Audience	150
A Matter of Practice: Choice Hotels Says ``Thanks for Traveling''	136	(7)
The Inside Story: The Grand Myth of Early Adoption	143	(8)
It's a Wrap: Making Cravers One of Ours	151	(1)
Summary	151	(1)
Key Terms	152	(1)
Review Questions	152	(1)
Discussion Questions	152	(1)
Class Projects	152	(1)
Hands-On: Toyota Goes After Tuners	153	(4)
Strategic Research	157	(22)
Leaping Over Learning	157	(1)
Research: The Quest for Intelligence and Insight	157	(5)
Types of Research	157	(5)
The Uses of Research	162	(3)
Market Information	162	(1)
Consumer Insight Research	162	(1)
Media Research	163	(1)
Message Development and Evaluation Research	163	(2)
Research Methods Used in Advertising Planning	165	(7)
Background Research	165	(1)
Consumer Research	166	(5)
Choosing a Research Method	171	(1)
Research Challenges	172	(7)
Globalization	172	(1)
New Media Technology	172	(1)
Internet and Virtual Research	173	(1)
Embedded Research	173	(1)
Insightful Analysis	174
A Matter of Practice: The Army Marches to a Different Drummer	164	(3)
The Inside Story: The Power of Design Personas	167	(7)
It's a Wrap: Leap Into a Total Learning System	174	(1)
Summary	175	(1)
Key Terms	175	(1)
Review Questions	175	(1)
Discussion Questions	175	(1)
Class Projects	176	(1)
Hands-On: What Lies Beneath? Making a Choice	176	(3)
Strategic Planning	179	(30)
The Legendary Service of Citizens Bank	179	(2)
Strategic Planning	181	(4)
The Business Plan	182	(1)
The Marketing Plan	183	(1)
The Advertising or IMC Plan	184	(1)
Basic Strategic Planning Decisions	185	(9)
Typical Advertising or IMC Plan Outline	185	(1)
Situation Analysis	186	(2)
Advertising Objectives and Strategies	188	(1)
Segmenting and Targeting	189	(1)
Positioning Strategy	190	(3)
Budgeting	193	(1)
Evaluation: Determining Effectiveness	194	(1)
Account Planning: What Is It?	194	(15)
The Research Foundation	195	(1)
Consumer Insight	195	(3)
The Communication Brief	198	(1)
Personal Characteristics of a Planner	199
The Inside Story: Exploiting the Dot---Repositioning a Luxury Coffee Brand	192	(4)
A Matter of Practice: Everybody's Favorite Soul Food	196	(5)
It's a Wrap: Proving That a Bank Is Not Typical	201	(1)
Summary	202	(1)
Key Terms	202	(1)
Review Questions	202	(1)
Discussion Questions	202	(1)
Class Projects	203	(1)
Hands-On: Unscrambling the NASCAR Fan	203	(1)
Part-Ending Case Chick-fil-A: Planning and Strategy	204	(5)
PART III EFFECTIVE ADVERTISING MEDIA
Print and Out-of-Home Media	209	(32)
Apple Tops the Charts with Digital Music	209	(2)
The Media Industry	211	(1)
Basic Media Concepts	212	(1)
Planning and Buying	212	(1)
Reach and Frequency	212	(1)
Impressions	212	(1)
Media Key Players	213	(1)
Print Media	213	(1)
Newspapers	214	(6)
The Structure of the Newspaper Industry	214	(3)
Types of Newspaper Advertising	217	(1)
Newspaper Readership	218	(1)
The Advantages and Disadvantages of Advertising in Newspapers	219	(1)
The Future of the Newspaper Industry	220	(1)
Magazines	220	(6)
Types of Magazines	221	(2)
Distribution and Circulation	223	(1)
Magazine Advertising	223	(1)
Magazine Readership Measurement	224	(1)
Advantages and Disadvantages of Advertising in Magazines	225	(1)
The Future of Magazine Advertising	226	(1)
Packaging	226	(1)
Out-of-Home Advertising	227	(6)
Outdoor Advertising	227	(3)
On-Premise Signs	230	(1)
Posters	230	(1)
Transit Advertising	231	(2)
Directory Advertising	233	(2)
Using Print Advertising	235	(6)
A Matter of Practice: International Truck Delivers the Goods	222	(10)
The Inside Story: Kellogg's Special K 2-Week Challenge	232	(3)
It's a Wrap: iPod® Dances to Tunes	235	(1)
Summary	236	(1)
Key Terms	236	(1)
Review Questions	237	(1)
Discussion Questions	237	(1)
Class Projects	237	(1)
Hands-On: Next Month's Issue: Credibility	238	(3)
Broadcast Media	241	(28)
A Drugstore Goes Online	241	(2)
Broadcast Media	243	(1)
Radio	243	(6)
The Structure of the Radio Industry	243	(1)
Radio Advertising	244	(2)
The Radio Audience	246	(2)
Advantages and Disadvantages of Advertising on Radio	248	(1)
Using Radio Effectively	249	(1)
Trends in Radio/Audio Advertising	249	(1)
Television	249	(13)
Structure of the Television Industry	250	(5)
Television Advertising	255	(2)
The Television Audience	257	(2)
Advantages of Advertising on Television	259	(1)
Disadvantages of Television Advertising	259	(2)
Changes and Trends in Broadcast Television	261	(1)
Film and Video	262	(1)
Advantages and Disadvantages of Movie Advertising	262	(1)
Product Placement	263	(1)
Advantages and Disadvantages of Product Placements	263	(1)
Using Broadcast Advertising Effectively	263	(6)
A Matter of Practice: Starbucks Makes TV Less Intrusive	256	(4)
The Inside Story: Selling a Political Party with Humor	260	(4)
It's a Wrap: Using TV to Demonstrate Convenience	264	(1)
Summary	265	(1)
Key Terms	265	(1)
Review Questions	265	(1)
Discussion Questions	266	(1)
Class Projects	266	(1)
Hands-On: Will Radio Listeners Finally Get Sirius with Howard Stern?	266	(3)
Interactive and Alternative Media	269	(22)
eBay Reinvents the Marketplace	269	(2)
Interactive Media	271	(1)
The Internet	271	(5)
E-Business and Marketing Communication	271	(3)
The Internet and Marketing Communication	274	(2)
Internet Advertising	276	(5)
Purpose of Internet Advertising	277	(1)
Types of Internet Advertising	277	(1)
Off-line Advertising for Web Sites	278	(1)
The Internet Audience	278	(1)
Advantages and Disadvantages of Internet Advertising	279	(1)
The Web in International Advertising	280	(1)
Changes and Trends in Internet Advertising	280	(1)
E-Mail Advertising	281	(1)
Spam	281	(1)
Viral Marketing	282	(1)
Alternative and New Media	282	(9)
Advertainment	282	(1)
New Internet Practices	283	(1)
Video Games	284	(1)
Wireless Communication	284	(1)
Nonelectronic New Media	285	(1)
Guerilla Marketing	285
The Inside Story: Entertaining the User Through Web Site Redesign	272	(1)
A Matter of Principle: Cookies and G-Mail	273	(13)
It's a Wrap: eBay Rewrites the Rules for e-Marketers	286	(1)
Summary	287	(1)
Key Terms	287	(1)
Review Questions	287	(1)
Discussion Questions	287	(1)
Class Projects	288	(1)
Hands-On: BMW Knows the ABC's of C to B	288	(3)
Media Planning and Buying	291	(34)
Archipelago Rings the Bell	291	(2)
Media Planning and Buying	293	(1)
The Aperture Concept	293	(1)
The Media Plan	293	(4)
Media Research: Information Sources	293	(4)
Media Objectives	297	(3)
Exposure and GRPs	297	(1)
The Reach Objective	298	(1)
The Frequency Objective	299	(1)
Effective Frequency	300	(1)
Media Strategies	300	(10)
Delivering on the Objectives	300	(1)
Target Audience Strategies	301	(2)
Media Mix Selection	303	(2)
Cost Efficiency: CPM and CPP	305	(1)
Scheduling Strategies	306	(2)
The Media Budget	308	(1)
Global Media Planning	308	(2)
A Sample Media Plan for Pizza Hut	310	(3)
Situation and Consumer Analysis	310	(1)
Media Objectives and Aperture Strategies	310	(1)
The Media Mix	310	(2)
The Flowchart: Scheduling and Budgeting Allocation	312	(1)
Media Buying	313	(3)
Media Buying Specifics	313	(3)
Global Media Buying	316	(1)
Media Planning Changes and Challenges	316	(9)
Unbundling Media Buying and Planning	316	(1)
Online Media Buying	317	(1)
New Forms of Media Research Needed	317
A Matter of Practice: Polaroid Zones In	302	(7)
The Inside Story: The Reality of Budget Cuts	309	(8)
It's a Wrap: The Open Show Opens the Door for Archipelago	317	(1)
Summary	318	(1)
Key Terms	318	(1)
Review Questions	318	(1)
Discussion Questions	319	(1)
Class Projects	319	(1)
Hands-On: P&G Puts the Medium Before the Message	319	(2)
Part-Ending Case Chick-fil-A: Effective Advertising Media	321	(4)
PART IV EFFECTIVE ADVERTISING MESSAGES
The Creative Side and Message Strategy	325	(30)
MSN Takes Wing	325	(2)
The Art and Science of Creative Advertising	327	(7)
The ROI of Effective Advertising	327	(3)
Creative Thinking	330	(2)
The Creative Process: How to Get on Idea	332	(2)
Creative Strategy	334	(2)
Message Objectives	334	(1)
Head and Heart Strategies	334	(2)
Facets of Creative Strategy	336	(9)
Messages That Drive Perception	336	(2)
Messages That Drive Cognition	338	(2)
Messages That Touch Emotions	340	(1)
Messages That Persuade	340	(2)
Messages That Transform a Product into a Brand	342	(2)
Messages That Drive Action	344	(1)
Message Approaches	344	(1)
Delivering on the Objectives and Strategies	345	(1)
Planning and Managing Creative Strategy	345	(10)
The Creative Brief	345	(2)
Message Execution	347	(1)
Managing the Global Creative Strategy	348	(1)
The Go/No-Go Decision	349
The Inside Story: How Does a Quintessentially American Brand Introduce Itself on Espanol?	343	(6)
A Matter of Principle: Finding a Universal Truth About Cats	349	(1)
It's a Wrap: MSN's Butterfly Emerges as a Winning Big Idea	350	(1)
Summary	351	(1)
Key Terms	351	(1)
Review Questions	351	(1)
Discussion Questions	352	(1)
Class Projects	352	(1)
Hands-On: How Do You Put a Price on Great Creative? Ask McCann-Erickson	353	(2)
Copy writing	355	(30)
Frontier's Tales About Tails	355	(2)
Copywriting: The Language of Advertising	357	(3)
The Copywriter	357	(1)
Advertising Writing Style	358	(2)
Copywriting for Print	360	(7)
How to Write Headlines	360	(3)
How to Write Other Display Copy	363	(1)
How to Write Body Copy	364	(1)
Print Media Requirements	365	(2)
How to Write Radio Copy	367	(2)
The Tools of Radio Copywriting	368	(1)
The Practice of Radio Copywriting	369	(1)
Planning the Radio Commercial: Scripts	369	(1)
How to Write Television Copy	369	(9)
Tools of Television Copywriting	374	(2)
Planning the TV Commercial	376	(2)
Writing for the Web	378	(2)
Banners	378	(2)
Web Ads	380	(1)
Other Web Formats	380	(1)
Copywriting in a Global Environment	380	(5)
The Inside Story: Selling Newspaper Classifieds on the Radio	370	(5)
A Matter of Practice: ``Hello, London Calling with a Jaguar Just for You.''	375	(4)
A Matter of Principle: The Ocean Speaks	379	(2)
It's a Wrap: Talking Animals on the Tarmac	381	(1)
Summary	381	(1)
Key Terms	382	(1)
Review Questions	382	(1)
Discussion Questions	382	(1)
Class Projects	383	(1)
Hands-On: Beautiful Just the Way You Are, Finds Ogilvy	383	(2)
Design and Production	385	(36)
The Work of a Lifetime	385	(1)
Visual Communication	386	(3)
Visual Impact	387	(1)
The Art Director	387	(2)
Print Art Direction	389	(10)
Illustrations and Photos	389	(1)
Color in Print	390	(1)
Typography	391	(3)
Layout and Design	394	(5)
Print Production	399	(5)
Print Media Requirements	399	(1)
Art Reproduction	400	(4)
Television Art Direction	404	(3)
Video Graphics	405	(1)
TV and Film Requirements	406	(1)
Broadcast Production	407	(5)
Producing TV Commercials	407	(1)
The TV Production Process	408	(4)
Effective Web Design	412	(9)
Action and Interaction	413
A Matter of Practice: Kitty Slickers and Cat Herders	404	(7)
A Matter of Principle: Honda ``Cog'' Gets It Right, But Not the First Time	411	(2)
The Inside Story: The Best and Worst of Site Design	413	(1)
It's a Wrap: Imagine a Legendary Lifestyle	414	(1)
Summary	414	(1)
Key Terms	415	(1)
Review Questions	415	(1)
Discussion Questions	416	(1)
Class Projects	416	(1)
Hands-On: The Future Definition of Advertising	417	(1)
Part-Ending Case Chick-fil-A: Effective Advertising Messages	418	(3)
PART V INTEGRATION AND EVALUATION
Direct Response	421	(30)
What's Holding You Back from a Harley?	421	(2)
The Practice of Direct Marketing	423	(5)
Advantages and Disadvantages of Direct Marketing	424	(1)
Direct Marketing and Direct-response Advertising	424	(4)
Database Marketing	428	(4)
Lists	429	(1)
Data-driven Communication	430	(2)
Customer Relationship Management (CRM)	432	(1)
The Key Players	432	(3)
The Advertisers	432	(1)
The Agencies	433	(1)
The Media Companies	433	(1)
The Customers	433	(2)
The Tools of Direct Marketing	435	(8)
Direct Mail	435	(2)
Catalogs	437	(1)
Telemarketing	438	(2)
Direct-response Advertising	440	(2)
The Internet and Direct Response	442	(1)
Integrated Direct Marketing	443	(8)
Linking the Channels	444	(1)
Creating Loyalty	444	(1)
Global Considerations in Direct Marketing	445
A Matter of Principle: The Principles of Data-driven Relationships	431	(3)
The Inside Story: Shaping the World of Miss Hall's School	434	(7)
A Matter of Practice: GEICO Delivers a ``Good News'' Story	441	(4)
It's a Wrap: Living the Harley Dream	445	(1)
Summary	446	(1)
Key Terms	446	(1)
Review Questions	447	(1)
Discussion Questions	447	(1)
Class Projects	447	(1)
Hands-On: I Won't Be Calling, But Let's Talk: Telemarketers Respond to the Do-Not-Call Registry	448	(3)
Sales Promotion, Events, and Sponsorships	451	(24)
History's Lost and Found Auction Block	451	(2)
The Practice of Sales Promotion	453	(2)
Changes in the Promotion Industry	453	(1)
Reasons for the Growth of Sales Promotion	454	(1)
Categories of Sales Promotion	455	(1)
Consumer Promotions	455	(6)
Types of Consumer Promotions	455	(3)
How to Use Consumer Promotions	458	(3)
Trade Promotions	461	(3)
Types of Trade Promotion	461	(1)
How to Use Trade Promotion	462	(2)
Promotions that Cross the Lines	464	(3)
Sponsorships and Event Marketing	464	(1)
Other Promotional Support	465	(1)
Interactive and Internet Promotions	465	(1)
Loyalty Programs	466	(1)
Partnership Programs	466	(1)
Promotion Strategy	467	(8)
Promotion Objectives	468	(1)
The Issue of Brand Building	468	(1)
Promotion Integration	469	(1)
Promotion Effectiveness	470
A Matter of Practice: Brown Sugar and Honey: I Love Those Links!	457	(2)
The Inside Story: The Phaeton Test Drive Program at W Hotels™	459	(12)
It's a Wrap: History Channel Finds a Winning Promotion Idea	471	(1)
Summary	471	(1)
Key Terms	472	(1)
Review Questions	472	(1)
Discussion Questions	472	(1)
Class Projects	472	(1)
Hands-On: Upromise Uses Values Marketing to Pay for College	473	(2)
Public Relations	475	(28)
Kids Are Hungry. Believe It!	475	(2)
The Practice of Public Relations	477	(6)
Public Opinion	478	(1)
Reputation: Goodwill, Trust, and Integrity	478	(1)
Comparing Public Relations and Advertising	478	(2)
Types of Public Relations Programs	480	(3)
Public Relations Planning	483	(4)
Research and SWOT Analysis	483	(1)
Targeting	484	(1)
Objectives and Strategies	484	(2)
The Big Idea	486	(1)
PR's Role in IMC	486	(1)
Public Relations Tools	487	(10)
Advertising	487	(2)
Publicity	489	(3)
Publications	492	(1)
Videos/DVDs, CDs, and Books	493	(1)
Speakers and Photos	493	(1)
Displays and Exhibits	493	(1)
Special Events and Tours	493	(3)
Online Communication	496	(1)
Effectiveness and Prexcellence	497	(6)
Excellence in Public Relations	498
A Matter of Practice: ``I Love Smoke-Free NYC''	479	(16)
The Inside Story: The Spokane Stampede: A Sales Mission to Calgary	495	(4)
It's a Wrap: P&G Works Globally	499	(1)
Summary	499	(1)
Key Terms	500	(1)
Review Questions	500	(1)
Discussion Questions	500	(1)
Class Projects	500	(1)
Hands-On: Oprah Helps People Live Their Wildest Dreams, with Some Help from Pontiac	501	(2)
Special Advertising Situations	503	(28)
Novell Speaks Your Language	503	(1)
Retail Advertising	504	(6)
Retail Advertising Strategies	505	(2)
Creating the Retail Ad	507	(2)
The Media of Retail Advertising	509	(1)
Business-to-Business Advertising	510	(5)
Types of Business-to-Business Advertising	510	(3)
Buying Behavior	513	(1)
Creating B2B Advertising	513	(1)
Advertising Media	514	(1)
Nonprofit or Social Marketing	515	(3)
Cause and Mission Marketing	516	(1)
Nonprofit Marketing	516	(2)
International Advertising and Marketing Communication	518	(13)
Stages of Market Development	518	(1)
The Global Versus Local Debate	519	(2)
Planning Global Marketing Communication Programs	521	(2)
Planning a Global Advertising Strategy	523	(2)
The IMC Factor in Global Advertising	525
A Matter of Practice: Fred Makes the IT Manager a Hero	511	(6)
A Matter of Principle: The Great American Bake Sale Cooks Up Donations	517	(7)
The Inside Story: The ``Mr. Contac'' Campaign in Japan: A Case Study	524	(3)
It's a Wrap: Giving Voice to the Bottom Line	527	(1)
Summary	527	(1)
Key Terms	528	(1)
Review Questions	528	(1)
Discussion Questions	528	(1)
Class Projects	529	(1)
Hands-On: A New Alliance Turns Google Yellow	529	(2)
Evaluation of Effectiveness	531	(26)
Changing Perceptions from the Mailroom to the Board Room	531	(2)
Evaluating Effectiveness	533	(2)
Types and Stages of Evaluation	533	(1)
Factors to Be Evaluated	534	(1)
Copy-testing Services	534	(1)
Stages of Copy Testing	535	(7)
Message Development Research	536	(1)
During Execution: Concurrent Testing	537	(3)
Posttesting: After Execution Research	540	(2)
Media Evaluation	542	(2)
Evaluating Audience Exposure	542	(1)
Advertising ROI and Media Efficiency	543	(1)
Campaign and IMC Evaluation	544	(13)
Marketing Communication Evaluation	544	(4)
IMC Consistency	548	(1)
Special Advertising Situations	548
The Inside Story: Volvo Road Tests the ``Starting a Family'' Campaign	536	(2)
A Matter of Practice: Research Finds Moments of Truth for IBM	538	(12)
It's a Wrap: What Can Brown Do for You?	550	(1)
Summary	551	(1)
Key Terms	551	(1)
Review Questions	551	(1)
Discussion Questions	551	(1)
Class Projects	552	(1)
Hands-On: Lovin' It at McDonald's Again	552	(2)
Part-Ending Case Chick-fil-A: Integration and Evaluation	554	(3)
Glossary	557	(14)
Credits	571	(4)
Notes	575	(6)
Index	581