Principles of Advertising: A Global Perspective - Rilegato

Winston, William; Lee, Monle; Johnson, Carla

Rilegato

ISBN 10: 0789006154 ISBN 13: 9780789006158

Casa editrice: Routledge, 1999

Riassunto

Help prepare your students for a career in advertising with this innovative, exciting text!

Principles of Advertising is a complete and well-organized introductory textbook to advertising. Educators in the field and students will explore the advertising business environment, the legal and political forces that are involved, advertising agencies and the advertising business, market segmentation, target marketing, product positioning, consumer behavior, marketing and advertising research, the creative aspects of advertising, print advertising, and much more. Intelligent and thorough, Principles of Advertising will give you and your students a complete and captivating introduction to the field and provide new insights to effective and successful strategies.

Using the most up-to-date research, Principles of Advertising examines such advertising classics as the Morton salt girl and the new advertising icons of 1998, such as the Budweiser lizards and the Taco Bell Chihuahua. You will also discover that an international focus permeates this text, with international issues raised in each chapter's section entitled The Global Perspective. For example, you will learn why the Asian market might be interested in receiving Christmas catalogs despite their non-Christian culture, which could mean profits for business.

Unique in its practicality, Principles of Advertising begins each chapter with two descriptive or anecdotal vignettes along with visual illustrations to further engage students who most likely grew up with a visual orientation of the Television Age. You will explore definitions, background histories, and specific examples of different advertising techniques.

Principles of Advertising provides a general introduction to the fast-changing field of contemporary advertising. The fields of marketing and communication are brought together with their differing perspectives to create this authoritative text that features new theories and technologies in today's global marketplace. With a foreword from one of the leaders in the field, Don E. Schultz, Principles of Advertising will serve as an excellent textbook for an introductory advertising course in business, communication, or journalism.

Su questo libro

Contenuti:

Contents Contents

• Foreword
• Acknowledgments
• Chapter 1. Introduction to Advertising
• Advertising Defined
• Advertising Classifications
• Advertising Functions
• Advertising and Marketing
• The Evolution of Advertising
• Summary
• The Global Perspective: Global Brand Creation
• Ethics Track: Deception in Advertising
• :30 Spot: “Integrating an IMC Philosophy”
• Chapter 2. The Advertising Environment: Economy, Society, and Technology
• The Advertising Environment
• Economic Forces and Advertising
• Social Forces and Advertising
• Technological Forces and Advertising
• Summary
• The Global Perspective: Considering Culture
• Ethics Track: Media Responsibility in Running Ads
• :60 Spot: “The Times They Are Changin' ”
• Chapter 3. Legal and Political Forces and Advertising
• The Political and Legal Environments in the United States
• The Political and Legal Environments in Other Selected Countries
• The Global Perspective: The Impact of Advertising Environment on International Advertising
• Ethics Track: Tobacco's Woes
• Chapter 4. The Advertising Business and Advertising Agencies
• The Advertising Business
• The Advertising Agency
• Agency Compensation
• Future Trends
• Summary
• The Global Perspective: Agency Shopping
• Ethics Track: Agency Reviews
• :60 Spot: “Writing the Road to Success”
• Chapter 5. Market Segmentation, Target Marketing, and Product Positioning
• Market Segmentation
• Target Marketing
• Product Positioning
• Summary
• The Global Perspective: One Person's Horror, Another Person's Humor
• Ethics Track: Targeting the Middleman
• :30 Spot: “Paws-itively Hilarious”
• Chapter 6. Consumer Behavior and Advertising
• The Buying Decision Process
• Factors Influencing the Organizational Market
• Factors Influencing the Consumer Market
• Consumer Behavior: The Next Century
• Summary
• The Global Perspective: Generous Exposure
• Ethics Track: Subliminal Messages
• :60 Spot: “Marketing Professional Services”
• Chapter 7. Marketing and Advertising Research
• Marketing Research
• Advertising Research
• Research Trends in the 1990s and Beyond
• Summary
• The Global Perspective: International Research Needs
• Ethics Track: Watchdogs Research Too
• :60 Spot: “Planning in Marketing: The Milk Mustache Story”
• Chapter 8. The Marketing and Advertising Planning Process
• The Marketing Plan
• The Advertising Plan
• Making Budget Decisions
• Summary
• The Global Perspective: Selecting an International Agency
• Ethics Track: Tobacco Companies--The Decision to Cut Ad Spending
• :60 Spot: “A Day in the Life of an Evolving Brand”
• Chapter 9. The Creative Aspect of Advertising
• Creative Concepts or Creativity in Advertising
• Development in Creative Strategy
• Summary
• The Global Perspective: Hard Sell Is a Hard Sell Overseas
• Ethics Track: Ethnic Groups in the Mainstream
• :30 Spot: “The Key to Great Creative”
• Chapter 10. Advertising Production
• Print Advertising Production
• Broadcast Advertising Production
• Internet Advertising Production
• Summary
• The Global Perspective: Developing the Big Idea Abroad
• Ethics Track: Culture Jam
• :60 Spot: “Vicki's Choice: Healthy Challenges”
• Chapter 11. Advertising Media Planning and Selection
• Media Planning
• Media Buying
• Summary
• The Global Perspective: The Optimizer and the British Invasion
• Ethics Track: Green Marketing
• Chapter 12. Print Media
• Magazine Advertising
• Newspaper Advertising
• Summary
• The Global Perspective: Avon Calling--With International Ads
• Ethics Track: Covert Advertisements, Advertorials, and Other Puffing
• :60 Spot: “First Day”
• Chapter 1

Product Description:

Book by Winston William Lee Monle Johnson Carla

Su questa edizione

• Editore: Routledge
• Data di pubblicazione: 1999
• ISBN 10: 0789006154
• ISBN 13: 9780789006158
• Rilegatura: Copertina rigida
• Numero edizione: 1
• Numero di pagine: 378