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Advertising Lecture Outlines - Redesigned by AV at INK

Advertising Lecture Outlines - Redesigned by AV at INK

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    Advertising Lecture Outlines - Redesigned by AV at INK Advertising Lecture Outlines - Redesigned by AV at INK Presentation Transcript

    • ADVERTSINGLECTURE-outlines-
    • CHAPTER
      01
    • Chapter 1Introduction to Advertising
      Outline
      The mandate for effectiveness
      What makes an ad effective?
      The world of advertising
      The five players of advertising
      The evolution of advertising
    • Chapter 1: Introduction to Advertising
      4
      TheMandateforEffectiveness
      Today advertising is in a bind
      Advertisers expect specific results that lead to sales
      Advertising must be effective
    • Chapter 1: Introduction to Advertising
      5
      WhatMakesanAdEffective?
      Effective ads work on two levels: with consumers and with advertisers
      Characteristics of effective ads:
      Strategy
      Creativity
      Execution
      Advertising must be goal directed
    • Chapter 1: Introduction to Advertising
      6
      TheWorldofAdvertising
      Defining advertising
      • A paid form of communication
      • A sponsor is identified
      • Tries to persuade or influence the consumer to do something
      • Conveyed through mass media
      • Reaches a large audience
      • Is nonpersonal
    • Chapter 1: Introduction to Advertising
      7
      Types of Advertising
      Brand advertising
      Retail/local advertising
      Political advertising
      Directory advertising
      Direct-response advertising
      Business-to-business advertising
      Institutional advertising
      Public service advertising (PSA)
      Interactive advertising
    • Chapter 1: Introduction to Advertising
      8
      TheRolesofAdvertising
      Marketing role
      Communication role
      Economic role
      Societal role
    • Chapter 1: Introduction to Advertising
      9
      FunctionsofAdvertising
      Provide product and brand information
      Provide incentives to take action
      Provide reminders and reinforcement
    • Chapter 1: Introduction to Advertising
      10
      TheFivePlayersofAdvertising
      Advertiser
      Advertising agency
      The advertising department
      The in-house agency
      Media
      Vendors
      Target audience
    • Chapter 1: Introduction to Advertising
      11
      TheEvolutionofAdvertising
      Age of print
      Industrial revolution and emergence of consumer society
      Modern advertising: Agencies, science and creativity
      Accountability era
    • Chapter 1: Introduction to Advertising
      12
      CurrentAdvertisingIssues
      Interactive advertising
      Globalization
      Niche marketing
      Integrated marketing communications (IMC)
      Consumer Power
    • CHAPTER
      02
    • Chapter 2Advertising and Society: Ethics, Regulation, and Social Responsibility
      Outline
      • Advertising and society
      • Ethical issues in advertising
      • Advertising’s legal and regulatory environment
      • Federal case law affecting advertising
      • Advertising and the FTC
      • Advertising and other regulatory agencies
      • Social responsibility and self-regulation
    • Chapter 2: Advertising and Society
      15
      Advertising and Social Responsibility
      Ethical issues
      Advocacy
      Accuracy
      Acquisitiveness
      Is being ethical a problem?
    • Chapter 2: Advertising and Society
      16
      Social Responsibility
      Public service announcements (PSAs)
      Ad Council
      Social marketing
    • Chapter 2: Advertising and Society
      17
      Six Key Issues in Advertising
      Puffery
      Taste and advertising
      Product categories and taste
      Current issues
    • Chapter 2: Advertising and Society
      18
      Six Key Issues in Advertising
      Stereotyping in advertising
      Women in advertisements
      Racial and ethnic stereotypes
      Senior citizens
      Gay and lesbian consumers
      Advertising to children
    • Chapter 2: Advertising and Society
      19
      Six Key Issues in Advertising
      Advertising controversial products
      Tobacco
      Alcohol
      Gambling
      Prescription drugs
      Subliminal advertising
    • Chapter 2: Advertising and Society
      20
      Federal Case Law Affecting Advertising
      First Amendment case law
      Privacy case law developments: online advertising
    • Chapter 2: Advertising and Society
      21
      Advertising and the FTC
      Federal Trade Commission (FTC)
      Some FTC responsibilities
      Deception
      Reasonable basis for claims
      Comparative advertising
      Endorsements
      Demonstrations
    • Chapter 2: Advertising and Society
      22
      Advertising and the FTC
      FTC deceptive and unfair advertising remedies
      Consent decrees
      Cease-and-desist orders
      Corrective advertising
      Substantiating advertising claims
      Consumer redress
      Hold the ad agency legally responsible
    • Chapter 2: Advertising and Society
      23
      Advertising and Other Regulatory Agencies
      Food and Drug Administration (FDA)
      Federal Communications Commission (FCC)
      Additional Federal Regulatory Agencies
      U.S. Postal Service; Bureau of Alcohol, Tobacco, and Firearms; U.S. Patent Office; Library of Congress
    • Chapter 2: Advertising and Society
      24
      Social Responsibility and Self-Regulation
      Self-discipline
      Self-regulation: pure and co-opted
      National Advertising Division of the Better Business Bureau (NAD)
      National Advertising Review Board (NARB)
      Local regulation
      Media regulation and advertising
    • CHAPTER
      03
    • Chapter 3Advertising and the Marketing Process
      Outline
      • What is marketing?
      • The marketing concept and relationship marketing
      • The four tools of marketing
      • Ad agencies: combining marketing and advertising
    • Chapter 3: Advertising and the Marketing Process
      27
      What is Marketing?
      Marketing:
      Planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy the perceived needs, wants, and objectives of the customer and the organization
      Advertising’s role in the marketing plan
    • Chapter 3: Advertising and the Marketing Process
      28
      Types of Markets
      Market
      Where goods are sold and bought or
      Particular type of buyer
      Consumer:
      Business-to-business
      Institutional
      Reseller
    • Chapter 3: Advertising and the Marketing Process
      29
      Approaching the Market
      Undifferentiated versus segmentation approaches
      Product differentiation
      Positioning
    • Chapter 3: Advertising and the Marketing Process
      30
      The Marketing Concept and Relationship Marketing
      Marketing concept
      Integrated marketing
      Relationship marketing
    • Chapter 3: Advertising and the Marketing Process
      31
      Four Tools of Marketing
      Product
      Branding
      Packaging
      Channel of distribution
      Pricing
    • Chapter 3: Advertising and the Marketing Process
      32
      Four Tools of Marketing
      Marketing communications
      Personal selling
      Advertising
      Sales promotion
      Public relations
      Direct marketing
      Point-of-sale/packaging
    • Chapter 3: Advertising and the Marketing Process
      33
      Ad Agencies
      Why hire an ad agency?
      Why not hire an agency?
      Types of agencies
    • Chapter 3: Advertising and the Marketing Process
      34
      Ad Agencies
      Types of agencies
      Full-service agencies
      Specialized agencies
      Industry-focused agencies
      Minority agencies
      Creative boutiques
      Media buying services
      Virtual agencies
    • Chapter 3: Advertising and the Marketing Process
      35
      Ad Agencies
      How agencies are organized
      Account management
      Creative development and production
      Media planning and buying
      Account planning and research
      Internal services
    • Chapter 3: Advertising and the Marketing Process
      36
      Ad Agencies
      How agencies are paid
      The effect of technological changes on agencies
    • CHAPTER
      04
    • Chapter 4The Consumer Audience
      Outline
      Consumer behavior
      Social and cultural influences on consumers
      Psychological influences on consumers
      The decision process
    • Chapter 4: The Consumer Audience
      39
      The implicit goal of advertising
      The consumer audience
      The target market
      Consumer Behavior
    • Chapter 4: The Consumer Audience
      40
      Social and Cultural Influences on Consumers
      Culture
      Norms
      values
      Social class
    • Chapter 4: The Consumer Audience
      41
      Social and Cultural Influences on Consumers
      Reference groups
      Family
      Demographics
      Age
      Gender
      Education
      Occupation
      Income
      Race and ethnicity
    • Chapter 4: The Consumer Audience
      42
      Social and Cultural Influences on Consumers
      Geographic location
    • Chapter 4: The Consumer Audience
      43
      Perception
      Selective perception
      Selective exposure
      Selective distortion
      Selective retention
      Cognitive dissonance
      PsychologicalInfluencesonConsumers
    • Chapter 4: The Consumer Audience
      44
      Learning
      Habit
      Motivation and needs
      Attitudes
      Combining all the personal factors: psychographics
      Effects of Consumer Behavior
    • Chapter 4: The Consumer Audience
      45
      Low involvement decisions
      High involvement decisions
      TheDecisionProcess
    • Chapter 4: The Consumer Audience
      46
      Need recognition
      Information search
      Evaluation of alternatives
      Purchase decision
      Postpurchase evaluation
      StepsintheDecisionProcess
    • CHAPTER
      05
    • Chapter 5Account Planning and Research
      Outline
      Consumer behavior
      Social and cultural influences on consumers
      Psychological influences on consumers
      The decision process
    • Chapter 5: Account Planning and Research
      49
      Research and Account Planning: The Quest for Intelligence
      Sources of information
      Role of experience
      Strategic and evaluative research
    • Chapter 5: Account Planning and Research
      50
      Strategic Research
      Begins with secondary research
      End users of secondary and primary research
      Sources of secondary research
      Primary research suppliers
    • Chapter 5: Account Planning and Research
      51
      Strategic Research Organization
      History of advertising research
      Types of data
      Account planning
    • Chapter 5: Account Planning and Research
      52
      TheStrategy Document
      Marketing objectives
      The product
      The target audience
      The brand personality
      The promise
    • Chapter 5: Account Planning and Research
      53
      Evaluative ResearchBefore Execution
      Message evaluation research
      Methods of contact
      Survey research
      Observation research
    • Chapter 5: Account Planning and Research
      54
      Evaluative ResearchBefore Execution
      Cognitive psychology and the use of metaphor
      Communication assessment
    • Chapter 5: Account Planning and Research
      55
      Evaluative ResearchBefore Execution
      Content analysis of competing ads
      Readability tests
      Test marketing
      Physiological measures
    • Chapter 5: Account Planning and Research
      56
      Evaluative ResearchDuring Execution
      Coincidental surveys
      Attitude tests
      Tracking studies
    • Chapter 5: Account Planning and Research
      57
      Evaluative ResearchAfter Execution
      Memory tests
      Frame-by-frame tests
      Persuasion tests
      Brand tracking
      Direct-response counts
      In-market tests
      Brand tracking
    • Chapter 5: Account Planning and Research
      58
      Implications of Evaluative Research
      Proper research process in advertising?
      What can be realistically expected from ad agencies?
      Can measures of effectiveness be improved?
    • Chapter 5: Account Planning and Research
      59
      Research Challenges
      Globalization
      New media technology
      Virtual research
      Embedded research
    • CHAPTER
      06
    • Chapter 6How Advertising Works
      Outline
      The impact of advertising
      How advertising communication works
      Message reception and response
      How brands work
    • Chapter 6: How Advertising Works
      62
      SMRC model of communication
      Interactive models stress two-way communications in which source and receiver change positions
      How Communication Works
    • Chapter 6: How Advertising Works
      63
      How Advertising Communication Works
      Source: the advertiser
      Objectives
      Source credibility
      Noise: external and internal
      External environment
      Internal factors
      Message and media mix factors
    • Chapter 6: How Advertising Works
      64
      Message Reception and Response
      Perception: breaking through
      Exposure: making contact
      Attention: creating stopping power
      Awareness: making an impression
    • Chapter 6: How Advertising Works
      65
      Message Reception and Response
      Learning: making it clear
      Cognitive learning: creating understanding
      Conditioned learning: creating associations
      Memorability: creating locking power
    • Chapter 6: How Advertising Works
      66
      Message Reception and Response
      Persuasion: changing attitudes
      Attitudes and opinions: affecting beliefs
      Emotions: affecting feelings
      Involvement: creating engagement
      Conviction: creating certainty
      Action: motivating behavior
    • Chapter 6: How Advertising Works
      67
      How Brands Work
      Brand personalities
      Branding
      Trust
      Brand image
      Brand relationships
      Brand equity
    • CHAPTER
      07
    • Chapter 7Advertising Planning and Strategy
      Outline
      Strategic planning
      The marketing plan
      The advertising plan
      The creative plan and copy strategy
    • Chapter 7: Advertising Planning and Strategy
      70
      Strategic planning: making intelligent decisions
      The business plan
      Strategic Planning
    • Chapter 7: Advertising Planning and Strategy
      71
      The Marketing Plan
      Marketing objectives
      Selecting marketing opportunities
      Selecting target markets
      Executing plans
      Evaluating plan
    • Chapter 7: Advertising Planning and Strategy
      72
      The Advertising Plan
      Introduction
      Situation analysis
    • Chapter 7: Advertising Planning and Strategy
      73
      The Advertising Plan
      Advertising planning decisions
      Advertising objectives
      Targeting the audience
      Product features and competitive advantage
      Brand personality
      Positioning strategies
    • Chapter 7: Advertising Planning and Strategy
      74
      The Advertising Plan
      Implementation
      Evaluation
    • Chapter 7: Advertising Planning and Strategy
      75
      The Advertising Plan
      The advertising budget
      Historical method
      Task-objective method: bottom-up
      Percentage-of-sales method
      Competitive methods
      All you can afford
    • Chapter 7: Advertising Planning and Strategy
      76
      The Advertising Plan
      The advertising budget
      Historical method
      Task-objective method: bottom-up
      Percentage-of-sales method
      Competitive methods
      All you can afford
    • Chapter 7: Advertising Planning and Strategy
      77
      Strategy
      Creative strategy
      Media strategy
      Selecting other communication tools
    • CHAPTER
      08
    • Chapter 8Media Planning and Buying
      Outline
      Media: still big business
      Setting media objectives
      Developing media strategies
      Media selection procedures
      Media buying functions
      Media buyer’s special skills
      Global media buying
      Staging a media plan
    • Chapter 8: Media Planning and Buying
      80
      Media consolidation: a new perspective
      The aperture concept in media planning
      Media planning information sources
      Media: Still Big Business
    • Chapter 8: Media Planning and Buying
      81
      Setting Media Objectives
      Finding target audiences in media opportunities
      Sales geography
      Timing
    • Chapter 8: Media Planning and Buying
      82
      Setting Media Objectives
      Duration: how long to advertise?
      Schedule and the advertising budget
      Consumer use cycles
      Competitive advertising
    • Chapter 8: Media Planning and Buying
      83
      Developing Media Strategies
      Target audience strategies: new technology of measurement
      Retail scanners
      Database developments
      Marketing mix modeling
      Internet audience measurement
    • Chapter 8: Media Planning and Buying
      84
      Developing Media Strategies
      Geographic strategies: allocating media weight
      Timing and duration strategies
      Size and length strategies
    • Chapter 8: Media Planning and Buying
      85
      Media Selection Procedures
      Audience measures used in media planning
      Gross impressions
      Gross rating points
      Reach and media planning
    • Chapter 8: Media Planning and Buying
      86
      Media Selection Procedures
      Frequency and media planning
      Average frequency
      Frequency distribution
      Combining reach and frequency goals
    • Chapter 8: Media Planning and Buying
      87
      Media Selection Procedures
      Cost efficiency as a planning dimension
      Cost per thousand
      How to calculate CPMs
      Cost per rating
      Selecting and buying acceptable media
    • Chapter 8: Media Planning and Buying
      88
      Media Buying Functions
      Providing information to the media planner
      Selecting media vehicles
      Negotiating media prices/authorizing the buys
      Monitoring vehicle performance
      Post-campaign analysis
      Billing and payment
    • Chapter 8: Media Planning and Buying
      89
      Media Buyers’ Ability to Negotiate
      Vehicle performance
      Unit costs
      Preferred positions
      Extra support offers
    • Chapter 8: Media Planning and Buying
      90
      Changes in Media Buying
      Media buying services
      Online media buying
      Global media buying
      Maintaining plan performance
      Monitoring audience research
      Scheduling and technical problems
    • Chapter 8: Media Planning and Buying
      91
      Staging a Media Plan
      Background and situation analysis
      Media objectives and aperture opportunities
      Strategy: selection of media
      The flow chart: scheduling and budgeting allocation
    • CHAPTER
      09
    • Chapter 9Print Media
      Outline
      Print media
      Newspapers
      Magazines
      Out-of-home
      Directories
    • Chapter 9: Print Media
      94
      The structure of newspapers
      Frequency of publication
      Size
      Circulation
      Newspaper readers
      Measuring the newspaper audience
      Newspapers
    • Chapter 9: Print Media
      95
      Advertising in newspaper markets
      Classified
      Display
      Supplements
      The advantages of newspapers
      The disadvantages of newspapers
      Changes in the newspaper industry
      Newspapers
    • Chapter 9: Print Media
      96
      Magazines
      Types of magazines
      Audience
      Geography
      Demographics
      Editorial content
      Physical characteristics
      Distribution and circulation
    • Chapter 9: Print Media
      97
      Magazines
      Magazine readers and their measurement
      Advertising in magazines
      Technology
      Format
    • Chapter 9: Print Media
      98
      Magazines
      The advantages of magazines
      The disadvantages of magazines
      Changes in the magazine industry: online technology
    • Chapter 9: Print Media
      99
      Out-Of-Home Advertising
      Outdoor advertising
      Buying outdoor space
      The audience
      Advantages of outdoor
      Disadvantages of outdoor
      Transit advertising
      The transit audience
      Related locations
    • Chapter 9: Print Media
      100
      Directories
      Yellow Pages
      Strengths of directories
      Weaknesses of directories
    • Chapter 9: Print Media
      101
      Print Media Strategy
      Inside the industry
    • CHAPTER
      10
    • Chapter 10Broadcast and Interactive Online Media
      Outline
      Structure of the television industry
      Television advertising
      Television audience
      Structure of radio
      Radio advertising
      Radio audience
      Interactive media
    • Chapter 10: Broadcast and Interactive Online Media
      104
      Public television
      Cable and subscription television
      Who provides cable programs?
      Cable scheduling
      Local television
      Specialty television
      Structure of the Television Industry
    • Chapter 10: Broadcast and Interactive Online Media
      105
      Television syndication
      Interactive television
      Changes in broadcast television
      Structure of the Television Industry
    • Chapter 10: Broadcast and Interactive Online Media
      106
      Television Advertising
      Forms of television advertising
      Sponsorships
      Participations
      Spot announcement
    • Chapter 10: Broadcast and Interactive Online Media
      107
      The Television Audience
      Measuring the television audience
      Nielsen indexes
      People meters
      ClusterPLUS
      Target TV: a new challenger
    • Chapter 10: Broadcast and Interactive Online Media
      108
      Advantages and Disadvantages of Television
      Advantages
      Cost efficiency
      Impact
      Buying time on TV
      Disadvantages
      Expense
      Clutter
      Inflexibility
    • Chapter 10: Broadcast and Interactive Online Media
      109
      Structure of the Radio Industry
      LPFM
      Public radio
      Web radio
      Satellite radio
    • Chapter 10: Broadcast and Interactive Online Media
      110
      Radio Advertising
      Network radio
      Syndicated radio
      Spot radio
    • Chapter 10: Broadcast and Interactive Online Media
      111
      Radio Audience
      Measuring the radio audience
      Arbitron
      RADAR
      Buying time on radio
    • Chapter 10: Broadcast and Interactive Online Media
      112
      Advantages of Radio
      Target audiences
      Flexibility
      Affordability
      Mental imagery
      High level of acceptance
    • Chapter 10: Broadcast and Interactive Online Media
      113
      Disadvantages of Radio
      Listener inattentiveness
      Lack of visuals
      Clutter
      Scheduling and buying difficulties
      Lack of control
    • Chapter 10: Broadcast and Interactive Online Media
      114
      Internet Media
      Types of Internet advertising
      World Wide Web home page
      Banners
      E-mail
      Skyscrapers
      Minisites, pop-ups, and superstitials
      B2B
    • Chapter 10: Broadcast and Interactive Online Media
      115
      Additional Issues
      Measuring online advertising effectiveness
      Buying time/space on the Internet
    • Chapter 10: Broadcast and Interactive Online Media
      116
      Advantages and Disadvantages of Internet Advertising
      Advantages
      Customizing messages
      Merging databases
      Excellent B2B sales leads or sales
      Disadvantages
      Difficulty producing effective ads
      Difficulty measuring effectiveness
    • CHAPTER
      11
    • Chapter 11The Creative Side of Advertising
      Outline
      What is creative advertising?
      Creative thinking
      Creative strategy and execution
      The creative brief
      Effective creativity
    • Chapter 11: The Creative Side of Advertising
      119
      The big idea
      The creative leap
      Strategy and creativity
      What is Creative Advertising?
    • Chapter 11: The Creative Side of Advertising
      120
      Creative roles
      The creative person
      The ability to visualize
      Openness to new experiences
      Conceptual thinking
      The creative process
      Steps and stages
      Brainstorming
      Creative Thinking
    • Chapter 11: The Creative Side of Advertising
      121
      Creative Strategy and Execution
      Creative strategy
      Head and heart creative strategies
      Lectures and dramas
      Transmission and ritual
      Selling premises
      Structural analysis
    • Chapter 11: The Creative Side of Advertising
      122
      The Creative Brief
      Message approaches
      Straightforward
      Demonstration
      Comparison
      Problem solution/problem avoidance
      Slice of life
      Spokespeople/endorsers
      Teasers
      Message execution
    • Chapter 11: The Creative Side of Advertising
      123
      Effective Creativity
      Ads that drive perception
      Attention and awareness
      Interest
      Memorability
    • Chapter 11: The Creative Side of Advertising
      124
      Effective Creativity
      Ads that deliver learning
      Ads that are persuasive
      Ads that stimulate action
      Evaluation
    • CHAPTER
      12
    • Chapter 12Copywriting
      Outline
      The language of advertising
      Copywriting for print
      Radio copywriting
      Television copywriting
      Writing for the Web
    • Chapter 12: Copywriting
      127
      Copywriting: The Language of Advertising
      The copywriter
      Advertising style
      Tone of voice
      Grammar
      “Adese”
    • Chapter 12: Copywriting
      128
      Copy elements
      How to write headlines
      How to write other display copy
      How to write body copy
      Copywriting for Print
    • Chapter 12: Copywriting
      129
      Print media requirements
      Newspapers
      Magazines
      Directories
      Posters and outdoor advertising
      Product literature
      Copywriting for Print
    • Chapter 12: Copywriting
      130
      How to Write Radio Copy
      Characteristics of radio copy
      Conversational style
      Theater of the mind
      Tools of radio copywriting
      Voice
      Music
      Sound effects
      Radio commercial planning
    • Chapter 12: Copywriting
      131
      How to Write Television Copy
      Characteristics of television copy
      The tools of television copywriting
      Video
      Audio
      Other TV tools
    • Chapter 12: Copywriting
      132
      How to Write Television Copy
      Planning the TV commercial: scripts and story boards
      Key TV decisions
      Length
      Number of scenes
      Key frame
    • Chapter 12: Copywriting
      133
      Writing for the Web
      Banners
      Web ads
      Other web formats
    • CHAPTER
      13
    • Chapter 13Design and Production
      Outline
      Visual communication
      Print art direction
      Print production
      Television art director
      Broadcast production
      Web site design
    • Chapter 13: Design and Production
      136
      Visual Communication
      The art director
    • Chapter 13: Design and Production
      137
      Illustrations and photos
      Color in print
      Typography
      Families of type
      Type measurement
      Justification
      Legibility
      Print Art Direction
    • Chapter 13: Design and Production
      138
      Layout and design
      Design principles
      Layout stages
      Print media requirements
      Newspapers and magazines
      Directories
      Outdoor boards and posters
      Transit
      Print Art Direction
    • Chapter 13: Design and Production
      139
      Art reproduction
      Color reproduction
      Printing processes
      Binding and finishing
      digitization
      Print Production
    • Chapter 13: Design and Production
      140
      Television Art Direction
      Video graphics
      TV ad film requirements
    • Chapter 13: Design and Production
      141
      Broadcast Production
      Producing radio commercials
      Producing TV commercials
      Film or videotape
      Animation
      Stop motion and claymation
    • Chapter 13: Design and Production
      142
      Broadcast Production
      TV production process
      Preproduction
      The shoot
      Postproduction
    • Chapter 13: Design and Production
      143
      Web Design
      The interactive dimension
      Designing banners
    • CHAPTER
      14
    • Chapter 14Direct-Response Marketing
      Outline
      Direct marketing
      Direct-marketing strategy
      The players
      The strategic tools of direct marketing
      Integrated direct marketing
    • Chapter 14: Direct-Response Marketing
      146
      Direct Marketing
      Occurs when a seller and customers deal directly rather than through an intermediary
    • Chapter 14: Direct-Response Marketing
      147
      Stating objectives and making strategic decisions
      The offer
      The message strategy
      The media strategy
      The database
      Database marketing
      Types of lists
      Direct Marketing Strategy
    • Chapter 14: Direct-Response Marketing
      148
      The response/order
      Fulfillment and customer maintenance
      Direct Marketing Strategy
    • Chapter 14: Direct-Response Marketing
      149
      The advertisers
      The agencies
      Advertising agencies
      Independent agencies
      Service firms
      Fulfillment houses
      The consumers
      The Players
    • Chapter 14: Direct-Response Marketing
      150
      Direct mail
      Direct mail message design
      The Internet and direct mail
      Catalogs
      Electronic catalogs
      Telemarketing
      Types of telemarketing
      The Strategic Tools of Direct Marketing
    • Chapter 14: Direct-Response Marketing
      151
      Direct-response advertising
      Print media
      Broadcast media
      Radio
      The Internet
      The Strategic Tools of Direct Marketing
    • Chapter 14: Direct-Response Marketing
      152
      Linking the channels
      Same message, multiple sources
      Creating loyalty
      Lifetime customer value
      Integrated Direct Marketing
    • CHAPTER
      15
    • Chapter 15Sales Promotion
      Outline
      Sales promotion
      Customer and trade promotions
      Promotions that cross the lines
      Promotion strategies
    • Chapter 15: Sales Promotion
      155
      Sales Promotion
      Changes in the promotion industry
      Reasons for the growth of sales promotion
      Categories of sales promotion
    • Chapter 15: Sales Promotion
      156
      Consumer promotions
      A guide to consumer sales promotions
      Price deals
      Coupons
      Refunds and rebates
      Sampling
      Special events
      Contests and sweepstakes
      Premiums and specialties
      Consumer and Trade Promotions
    • Chapter 15: Sales Promotion
      157
      How to use consumer promotions
      Awareness
      Trial
      Maintain market presence
      Brand reminder
      Consumer and Trade Promotions
    • Chapter 15: Sales Promotion
      158
      Trade promotions
      A guide to trade promotions
      Point-of-purchase
      Retailer (dealer) kids
      Trade incentives and deals
      Contests
      Trade shows and exhibits
      Consumer and Trade Promotions
    • Chapter 15: Sales Promotion
      159
      How to use trade promotion
      Demand: push and pull strategies
      Attention
      Motivation
      Information
      Consumer and Trade Promotions
    • Chapter 15: Sales Promotion
      160
      Sponsorships and event marketing
      Sponsorships
      Event marketing
      Aerial advertising support
      Interactive and Internet promotions
      Loyalty programs
      Partnership programs
      Licensing and Tie-ins
      Promotions that Cross the Lines
    • Chapter 15: Sales Promotion
      161
      Promotion objectives
      Brand building
      Promotion integration
      Determining promotion effectiveness
      Payout planning
      Design and performance
      Promotion Strategies
    • CHAPTER
      16
    • Chapter 16Public Relations
      Outline
      The practice of public relations
      Types of public relations programs
      Public relations planning
      Public relations tools
      Effectiveness and excellence
    • Chapter 16: Public Relations
      164
      The Practice of Public Relations
      Comparing public relations and advertising
    • Chapter 16: Public Relations
      165
      Crisis management
      Marketing public relations (MPR)
      Social marketing
      Cause and mission marketing
      Types of Public Relations Programs
    • Chapter 16: Public Relations
      166
      SWOT analysis
      Objectives and strategies
      Development research
      Public Relations Planning
    • Chapter 16: Public Relations
      167
      House ads
      Public service announcements
      Corporate advertising
      Publications
      Speakers, photos, and films
      Displays, exhibits, events and tours
      Public Relations Tools
    • Chapter 16: Public Relations
      168
      News releases
      Press conferences
      Online communication
      External communication
      Internal communication
      Web challenges
      Public Relations Tools
    • Chapter 16: Public Relations
      169
      Output and outcome evaluation
      Relationship evaluation
      Excellence in public relations
      Effectiveness and Excellence
    • CHAPTER
      17
    • Chapter 17Retail and Business-to-Business Advertising
      Outline
      Retail advertising
      Buying and selling local media
      Business-to-business advertising
      Business-to-business advertising media
    • Chapter 17: Retail and Business-to-Business Advertising
      172
      Retail Advertising
      Local retail advertising
      Differences between local retailing and national brand advertising
      Cooperative advertising
      Large specialty retailers
    • Chapter 17: Retail and Business-to-Business Advertising
      173
      Retail Advertising
      Nonstore retailing
      Online retailing and E-commerce
      Institutional and product retail advertising
      Trends affecting retail advertising
      Creating the retail ad
    • Chapter 17: Retail and Business-to-Business Advertising
      174
      Local retail media strategy
      Media alternatives
      Shoppers and preprints
      Magazines
      Broadcast media
      Directories
      Direct response
      Online media
      Specialty
      Buying and Selling Local Media
    • Chapter 17: Retail and Business-to-Business Advertising
      175
      Types of business-to-business advertising
      Industrial advertising
      Government advertising
      Trade advertising
      Professional advertising
      Agricultural advertising
      Business-to-Business Advertising
    • Chapter 17: Retail and Business-to-Business Advertising
      176
      Business versus consumer marketing
      Market concentration
      Decision makers
      Strategic orientation
      Purchasing objectives
      Business-to-business advertising objectives
      Creating B-to-B ads
      Business-to-Business Advertising
    • Chapter 17: Retail and Business-to-Business Advertising
      177
      General business and trade publications
      Directory advertising
      Direct marketing
      Consumer media
      The Web
      Does business advertising sell?
      Business-to-Business Advertising Media
    • CHAPTER
      18
    • Chapter 18International Advertising
      Outline
      Evolution of global marketing
      The global perspective
      International management
      The global advertising plan
      Approaches to international advertising campaign
      Special international considerations
    • Chapter 18: International Advertising
      180
      Evolution of Global Marketing
      Regional brands versus international brands
      Home country production
      Export
      Nationalization versus rationalization
    • Chapter 18: International Advertising
      181
      The Global Perspective
      Corporate philosophy that directs products and advertising toward a worldwide market
      Global brands
    • Chapter 18: International Advertising
      182
      Theodore Levitt
      One global market
      Philip Kotler
      Variations are the key to success
      Schools of thought
      Standardization
      Localization
      Contingency
      The Global Debate and Advertising
    • Chapter 18: International Advertising
      183
      Lingua franca
      Global advertising plan
      Market analysis model
      Culture-oriented model
      High-context cultures
      Low-context cultures
      Selecting an agency
      International Management
    • Chapter 18: International Advertising
      184
      Approaches to the International Advertising Campaign
      Centrally controlled campaigns
      Centrally conceived campaigns
      Determining global advertising objectives
      Positioning the global product
    • Chapter 18: International Advertising
      185
      Approaches to the International Advertising Campaign
      Setting the budget
      Selecting media for international campaigns
      Satellite transmission
      The Web in international advertising
    • Chapter 18: International Advertising
      186
      Approaches to the International Advertising Campaign
      Execution of international campaigns
      Media choices
      Availability
      Quantity and accessibility
      Costs
      Coverage
      The global creative effect
      Evaluating effectiveness
    • Chapter 18: International Advertising
      187
      Laws and regulations
      Custom and culture
      Time
      Inertia, resistance, rejection, and politics
      Special International Considerations
    • CHAPTER
      19
    • Chapter 19The Integrated Campaign
      Outline
      Total communication: IMC
      The structure of a campaign plan
      Evaluating the campaign plan
    • Chapter 19: The Integrated Campaign
      190
      Total Communication: IMC
      Integrated marketing communication (IMC)
      Stakeholder audiences
      Consistency and coordination
      Organizing for integration
      Cross-functional management
    • Chapter 19: The Integrated Campaign
      191
      The Structure of a Campaign Plan
      Single-shot ads versus a campaign
      Situation analysis
      Background research for a situation analysis
      SWOT analysis
      Problem identification
    • Chapter 19: The Integrated Campaign
      192
      The Structure of a Campaign Plan
      Campaign strategy
      Objectives
      Targeting
      Positioning
    • Chapter 19: The Integrated Campaign
      193
      The Structure of a Campaign Plan
      Message strategy
      Concept testing
      Creative theme
      Creative tactics and executions
    • Chapter 19: The Integrated Campaign
      194
      The Structure of a Campaign Plan
      Media strategy
      Media mix
      Scheduling
    • Chapter 19: The Integrated Campaign
      195
      The Structure of a Campaign Plan
      Other marketing communication activities
      Zero-based planning
      Integration
      The appropriation and budget
    • Chapter 19: The Integrated Campaign
      196
      Designed to answer such questions as:
      Did it work (based on its objectives)?
      What were the results?
      Did it build brand or corporate reputation?
      Was it cost effective?
      Evaluating the Campaign
    • END
    • Call for Classes, Conferences or Consultancy:
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      andres.velasquez@thegreyink.comandres.velasquez@yahoo.com