ADVERTSINGLECTURE-outlines-<br />
CHAPTER<br />01<br />
Chapter 1Introduction to Advertising<br />Outline<br />The mandate for effectiveness<br />What makes an ad effective?<br /...
Chapter 1:  Introduction to Advertising<br />4<br />TheMandateforEffectiveness<br />Today advertising is in a bind<br />Ad...
Chapter 1:  Introduction to Advertising<br />5<br />WhatMakesanAdEffective?<br />Effective ads work on two levels: with co...
Chapter 1:  Introduction to Advertising<br />6<br />TheWorldofAdvertising<br />Defining advertising<br /><ul><li>A paid fo...
A sponsor is identified
Tries to persuade or influence the consumer to do something
Conveyed through mass media
Reaches a large audience
Is nonpersonal</li></li></ul><li>Chapter 1:  Introduction to Advertising<br />7<br />Types of Advertising<br />Brand adver...
Chapter 1:  Introduction to Advertising<br />8<br />TheRolesofAdvertising<br />Marketing role<br />Communication role<br /...
Chapter 1:  Introduction to Advertising<br />9<br />FunctionsofAdvertising<br />Provide product and brand information<br /...
Chapter 1:  Introduction to Advertising<br />10<br />TheFivePlayersofAdvertising<br />Advertiser<br />Advertising agency<b...
Chapter 1:  Introduction to Advertising<br />11<br />TheEvolutionofAdvertising<br />Age of print<br />Industrial revolutio...
Chapter 1:  Introduction to Advertising<br />12<br />CurrentAdvertisingIssues<br />Interactive advertising<br />Globalizat...
CHAPTER<br />02<br />
Chapter 2Advertising and Society: Ethics, Regulation, and Social Responsibility <br />Outline<br /><ul><li>Advertising and...
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</li></li></ul><li>Chapter 2:  Advertising and Society<br />15<br />Advertising a...
Chapter 2:  Advertising and Society<br />16<br />Social Responsibility<br />Public service announcements (PSAs)<br />Ad Co...
Chapter 2:  Advertising and Society<br />17<br />Six Key Issues in Advertising<br />Puffery<br />Taste and advertising<br ...
Chapter 2:  Advertising and Society<br />18<br />Six Key Issues in Advertising<br />Stereotyping in advertising<br />Women...
Chapter 2:  Advertising and Society<br />19<br />Six Key Issues in Advertising<br />Advertising controversial products<br ...
Chapter 2:  Advertising and Society<br />20<br />Federal Case Law Affecting Advertising<br />First Amendment case law<br /...
Chapter 2:  Advertising and Society<br />21<br />Advertising and the FTC<br />Federal Trade Commission (FTC)<br />Some FTC...
Chapter 2:  Advertising and Society<br />22<br />Advertising and the FTC<br />FTC deceptive and unfair advertising remedie...
Chapter 2:  Advertising and Society<br />23<br />Advertising and Other Regulatory Agencies<br />Food and Drug Administrati...
Chapter 2:  Advertising and Society<br />24<br />Social Responsibility and Self-Regulation<br />Self-discipline<br />Self-...
CHAPTER<br />03<br />
Chapter 3Advertising and the Marketing Process<br />Outline<br /><ul><li>What is marketing?
The marketing concept and relationship marketing
The four tools of marketing
Ad agencies: combining marketing and advertising</li></li></ul><li>Chapter 3:  Advertising and the Marketing Process<br />...
Chapter 3:  Advertising and the Marketing Process<br />28<br />Types of Markets<br />Market<br />Where goods are sold and ...
Chapter 3:  Advertising and the Marketing Process<br />29<br />Approaching the Market<br />Undifferentiated versus segment...
Chapter 3:  Advertising and the Marketing Process<br />30<br />The Marketing Concept and Relationship Marketing<br />Marke...
Chapter 3:  Advertising and the Marketing Process<br />31<br />Four Tools of Marketing<br />Product<br />Branding<br />Pac...
Chapter 3:  Advertising and the Marketing Process<br />32<br />Four Tools of Marketing<br />Marketing communications<br />...
Chapter 3:  Advertising and the Marketing Process<br />33<br />Ad Agencies<br />Why hire an ad agency?<br />Why not hire a...
Chapter 3:  Advertising and the Marketing Process<br />34<br />Ad Agencies<br />Types of agencies<br />Full-service agenci...
Chapter 3:  Advertising and the Marketing Process<br />35<br />Ad Agencies<br />How agencies are organized<br />Account ma...
Chapter 3:  Advertising and the Marketing Process<br />36<br />Ad Agencies<br />How agencies are paid<br />The effect of t...
CHAPTER<br />04<br />
Chapter 4The Consumer Audience<br />Outline<br />Consumer behavior<br />Social and cultural influences on consumers<br />P...
Chapter 4:  The Consumer Audience<br />39<br />The implicit goal of advertising<br />The consumer audience<br />The target...
Chapter 4:  The Consumer Audience<br />40<br />Social and Cultural Influences on Consumers<br />Culture<br />Norms<br />va...
Chapter 4:  The Consumer Audience<br />41<br />Social and Cultural Influences on Consumers<br />Reference groups<br />Fami...
Chapter 4:  The Consumer Audience<br />42<br />Social and Cultural Influences on Consumers<br />Geographic location<br />
Chapter 4:  The Consumer Audience<br />43<br />Perception<br />Selective perception<br />Selective exposure<br />Selective...
Chapter 4:  The Consumer Audience<br />44<br />Learning<br />Habit<br />Motivation and needs<br />Attitudes<br />Combining...
Chapter 4:  The Consumer Audience<br />45<br />Low involvement decisions <br />High involvement decisions<br />TheDecision...
Chapter 4:  The Consumer Audience<br />46<br />Need recognition<br />Information search<br />Evaluation of alternatives<br...
CHAPTER<br />05<br />
Chapter 5Account Planning and Research<br />Outline<br />Consumer behavior<br />Social and cultural influences on consumer...
Chapter 5: Account Planning and Research<br />49<br />Research and Account Planning: The Quest for Intelligence<br />Sourc...
Chapter 5: Account Planning and Research<br />50<br />Strategic Research<br />Begins with secondary research<br />End user...
Chapter 5: Account Planning and Research<br />51<br />Strategic Research Organization<br />History of advertising research...
Chapter 5: Account Planning and Research<br />52<br />TheStrategy Document<br />Marketing objectives<br />The product<br /...
Chapter 5: Account Planning and Research<br />53<br />Evaluative ResearchBefore Execution<br />Message evaluation research...
Chapter 5: Account Planning and Research<br />54<br />Evaluative ResearchBefore Execution<br />Cognitive psychology and th...
Chapter 5: Account Planning and Research<br />55<br />Evaluative ResearchBefore Execution<br />Content analysis of competi...
Chapter 5: Account Planning and Research<br />56<br />Evaluative ResearchDuring Execution<br />Coincidental surveys<br />A...
Chapter 5: Account Planning and Research<br />57<br />Evaluative ResearchAfter Execution<br />Memory tests<br />Frame-by-f...
Chapter 5: Account Planning and Research<br />58<br />Implications of Evaluative Research<br />Proper research process in ...
Chapter 5: Account Planning and Research<br />59<br />Research Challenges<br />Globalization<br />New media technology<br ...
CHAPTER<br />06<br />
Chapter 6How Advertising Works<br />Outline<br />The impact of advertising<br />How advertising communication works<br />M...
Chapter 6: How Advertising Works<br />62<br />SMRC model of communication<br />Interactive models stress two-way communica...
Chapter 6: How Advertising Works<br />63<br />How Advertising Communication Works<br />Source: the advertiser<br />Objecti...
Chapter 6: How Advertising Works<br />64<br />Message Reception and Response<br />Perception: breaking through<br />Exposu...
Chapter 6: How Advertising Works<br />65<br />Message Reception and Response<br />Learning: making it clear<br />Cognitive...
Chapter 6: How Advertising Works<br />66<br />Message Reception and Response<br />Persuasion: changing attitudes<br />Atti...
Chapter 6: How Advertising Works<br />67<br />How Brands Work<br />Brand personalities <br />Branding<br />Trust<br />Bran...
CHAPTER<br />07<br />
Chapter 7Advertising Planning and Strategy<br />Outline<br />Strategic planning<br />The marketing plan<br />The advertisi...
Chapter 7: Advertising Planning and Strategy<br />70<br />Strategic planning: making intelligent decisions<br />The busine...
Chapter 7: Advertising Planning and Strategy<br />71<br />The Marketing Plan<br />Marketing objectives<br />Selecting mark...
Chapter 7: Advertising Planning and Strategy<br />72<br />The Advertising Plan<br />Introduction<br />Situation analysis<b...
Chapter 7: Advertising Planning and Strategy<br />73<br />The Advertising Plan<br />Advertising planning decisions<br />Ad...
Chapter 7: Advertising Planning and Strategy<br />74<br />The Advertising Plan<br />Implementation<br />Evaluation<br />
Chapter 7: Advertising Planning and Strategy<br />75<br />The Advertising Plan<br />The advertising budget<br />Historical...
Chapter 7: Advertising Planning and Strategy<br />76<br />The Advertising Plan<br />The advertising budget<br />Historical...
Chapter 7: Advertising Planning and Strategy<br />77<br />Strategy<br />Creative strategy<br />Media strategy<br />Selecti...
CHAPTER<br />08<br />
Chapter 8Media Planning and Buying<br />Outline<br />Media: still big business<br />Setting media objectives<br />Developi...
Chapter 8: Media Planning and Buying<br />80<br />Media consolidation: a new perspective<br />The aperture concept in medi...
Chapter 8: Media Planning and Buying<br />81<br />Setting Media Objectives<br />Finding target audiences in media opportun...
Chapter 8: Media Planning and Buying<br />82<br />Setting Media Objectives<br />Duration: how long to advertise?<br />Sche...
Chapter 8: Media Planning and Buying<br />83<br />Developing Media Strategies<br />Target audience strategies: new technol...
Chapter 8: Media Planning and Buying<br />84<br />Developing Media Strategies<br />Geographic strategies: allocating media...
Chapter 8: Media Planning and Buying<br />85<br />Media Selection Procedures<br />Audience measures used in media planning...
Chapter 8: Media Planning and Buying<br />86<br />Media Selection Procedures<br />Frequency and media planning<br />Averag...
Chapter 8: Media Planning and Buying<br />87<br />Media Selection Procedures<br />Cost efficiency as a planning dimension<...
Chapter 8: Media Planning and Buying<br />88<br />Media Buying Functions<br />Providing information to the media planner<b...
Chapter 8: Media Planning and Buying<br />89<br />Media Buyers’ Ability to Negotiate<br />Vehicle performance<br />Unit co...
Chapter 8: Media Planning and Buying<br />90<br />Changes in Media Buying<br />Media buying services<br />Online media buy...
Chapter 8: Media Planning and Buying<br />91<br />Staging a Media Plan<br />Background and situation analysis<br />Media o...
CHAPTER<br />09<br />
Chapter 9Print Media<br />Outline<br />Print media<br />Newspapers<br />Magazines<br />Out-of-home<br />Directories<br />
Chapter 9: Print Media<br />94<br />The structure of newspapers<br />Frequency of publication<br />Size<br />Circulation<b...
Chapter 9: Print Media<br />95<br />Advertising in newspaper markets<br />Classified<br />Display<br />Supplements<br />Th...
Chapter 9: Print Media<br />96<br />Magazines<br />Types of magazines<br />Audience<br />Geography<br />Demographics<br />...
Chapter 9: Print Media<br />97<br />Magazines<br />Magazine readers and their measurement<br />Advertising in magazines<br...
Chapter 9: Print Media<br />98<br />Magazines<br />The advantages of magazines<br />The disadvantages of magazines<br />Ch...
Chapter 9: Print Media<br />99<br />Out-Of-Home Advertising<br />Outdoor advertising<br />Buying outdoor space<br />The au...
Chapter 9: Print Media<br />100<br />Directories<br />Yellow Pages<br />Strengths of directories<br />Weaknesses of direct...
Chapter 9: Print Media<br />101<br />Print Media Strategy<br />Inside the industry<br />
CHAPTER<br />10<br />
Chapter 10Broadcast and Interactive Online Media<br />Outline<br />Structure of the television industry<br />Television ad...
Chapter 10: Broadcast and Interactive Online Media<br />104<br />Public television<br />Cable and subscription television<...
Chapter 10: Broadcast and Interactive Online Media<br />105<br />Television syndication<br />Interactive television<br />C...
Chapter 10: Broadcast and Interactive Online Media<br />106<br />Television Advertising<br />Forms of television advertisi...
Chapter 10: Broadcast and Interactive Online Media<br />107<br />The Television Audience<br />Measuring the television aud...
Chapter 10: Broadcast and Interactive Online Media<br />108<br />Advantages and Disadvantages of Television<br />Advantage...
Chapter 10: Broadcast and Interactive Online Media<br />109<br />Structure of the Radio Industry<br />LPFM<br />Public rad...
Chapter 10: Broadcast and Interactive Online Media<br />110<br />Radio Advertising<br />Network radio<br />Syndicated radi...
Chapter 10: Broadcast and Interactive Online Media<br />111<br />Radio Audience<br />Measuring the radio audience<br />Arb...
Chapter 10: Broadcast and Interactive Online Media<br />112<br />Advantages of Radio<br />Target audiences<br />Flexibilit...
Chapter 10: Broadcast and Interactive Online Media<br />113<br />Disadvantages of Radio<br />Listener inattentiveness<br /...
Chapter 10: Broadcast and Interactive Online Media<br />114<br />Internet Media<br />Types of Internet advertising<br />Wo...
Chapter 10: Broadcast and Interactive Online Media<br />115<br />Additional Issues<br />Measuring online advertising effec...
Chapter 10: Broadcast and Interactive Online Media<br />116<br />Advantages and Disadvantages of Internet Advertising<br /...
CHAPTER<br />11<br />
Chapter 11The Creative Side of Advertising<br />Outline<br />What is creative advertising?<br />Creative thinking<br />Cre...
Chapter 11: The Creative Side of Advertising<br />119<br />The big idea<br />The creative leap<br />Strategy and creativit...
Chapter 11: The Creative Side of Advertising<br />120<br />Creative roles<br />The creative person<br />The ability to vis...
Chapter 11: The Creative Side of Advertising<br />121<br />Creative Strategy and Execution<br />Creative strategy<br />Hea...
Chapter 11: The Creative Side of Advertising<br />122<br />The Creative Brief<br />Message approaches<br />Straightforward...
Chapter 11: The Creative Side of Advertising<br />123<br />Effective Creativity<br />Ads that drive perception<br />Attent...
Chapter 11: The Creative Side of Advertising<br />124<br />Effective Creativity<br />Ads that deliver learning<br />Ads th...
CHAPTER<br />12<br />
Chapter 12Copywriting<br />Outline<br />The language of advertising<br />Copywriting for print<br />Radio copywriting<br /...
Chapter 12: Copywriting<br />127<br />Copywriting: The Language of Advertising<br />The copywriter<br />Advertising style<...
Chapter 12: Copywriting<br />128<br />Copy elements<br />How to write headlines<br />How to write other display copy<br />...
Chapter 12: Copywriting<br />129<br />Print media requirements<br />Newspapers<br />Magazines<br />Directories<br />Poster...
Chapter 12: Copywriting<br />130<br />How to Write Radio Copy<br />Characteristics of radio copy<br />Conversational style...
Chapter 12: Copywriting<br />131<br />How to Write Television Copy<br />Characteristics of television copy<br />The tools ...
Chapter 12: Copywriting<br />132<br />How to Write Television Copy<br />Planning the TV commercial: scripts and story boar...
Chapter 12: Copywriting<br />133<br />Writing for the Web<br />Banners<br />Web ads<br />Other web formats<br />
CHAPTER<br />13<br />
Chapter 13Design and Production<br />Outline<br />Visual communication<br />Print art direction<br />Print production<br /...
Chapter 13: Design and Production<br />136<br />Visual Communication<br />The art director<br />
Chapter 13: Design and Production<br />137<br />Illustrations and photos<br />Color in print<br />Typography<br />Families...
Chapter 13: Design and Production<br />138<br />Layout and design<br />Design principles<br />Layout stages<br />Print med...
Chapter 13: Design and Production<br />139<br />Art reproduction<br />Color reproduction<br />Printing processes<br />Bind...
Chapter 13: Design and Production<br />140<br />Television Art Direction<br />Video graphics<br />TV ad film requirements<...
Chapter 13: Design and Production<br />141<br />Broadcast Production<br />Producing radio commercials<br />Producing TV co...
Chapter 13: Design and Production<br />142<br />Broadcast Production<br />TV production process<br />Preproduction<br />Th...
Chapter 13: Design and Production<br />143<br />Web Design<br />The interactive dimension<br />Designing banners<br />
CHAPTER<br />14<br />
Chapter 14Direct-Response Marketing<br />Outline<br />Direct marketing<br />Direct-marketing strategy<br />The players<br ...
Chapter 14: Direct-Response Marketing<br />146<br />Direct Marketing<br />Occurs when a seller and customers deal directly...
Chapter 14: Direct-Response Marketing<br />147<br />Stating objectives and making strategic decisions<br />The offer<br />...
Chapter 14: Direct-Response Marketing<br />148<br />The response/order<br />Fulfillment and customer maintenance<br />Dire...
Chapter 14: Direct-Response Marketing<br />149<br />The advertisers<br />The agencies<br />Advertising agencies<br />Indep...
Chapter 14: Direct-Response Marketing<br />150<br />Direct mail<br />Direct mail message design<br />The Internet and dire...
Chapter 14: Direct-Response Marketing<br />151<br />Direct-response advertising<br />Print media<br />Broadcast media<br /...
Chapter 14: Direct-Response Marketing<br />152<br />Linking the channels<br />Same message, multiple sources<br />Creating...
CHAPTER<br />15<br />
Chapter 15Sales Promotion<br />Outline<br />Sales promotion<br />Customer and trade promotions<br />Promotions that cross ...
Chapter 15: Sales Promotion<br />155<br />Sales Promotion<br />Changes in the promotion industry<br />Reasons for the grow...
Chapter 15: Sales Promotion<br />156<br />Consumer promotions<br />A guide to consumer sales promotions<br />Price deals<b...
Chapter 15: Sales Promotion<br />157<br />How to use consumer promotions<br />Awareness<br />Trial<br />Maintain market pr...
Chapter 15: Sales Promotion<br />158<br />Trade promotions<br />A guide to trade promotions<br />Point-of-purchase<br />Re...
Chapter 15: Sales Promotion<br />159<br />How to use trade promotion<br />Demand: push and pull strategies<br />Attention<...
Chapter 15: Sales Promotion<br />160<br />Sponsorships and event marketing<br />Sponsorships<br />Event marketing<br />Aer...
Chapter 15: Sales Promotion<br />161<br />Promotion objectives<br />Brand building<br />Promotion integration<br />Determi...
CHAPTER<br />16<br />
Chapter 16Public Relations<br />Outline<br />The practice of public relations<br />Types of public relations programs<br /...
Chapter 16: Public Relations<br />164<br />The Practice of Public Relations<br />Comparing public relations and advertisin...
Chapter 16: Public Relations<br />165<br />Crisis management<br />Marketing public relations (MPR)<br />Social marketing<b...
Chapter 16: Public Relations<br />166<br />SWOT analysis<br />Objectives and strategies<br />Development research<br />Pub...
Chapter 16: Public Relations<br />167<br />House ads<br />Public service announcements<br />Corporate advertising<br />Pub...
Chapter 16: Public Relations<br />168<br />News releases<br />Press conferences<br />Online communication<br />External co...
Chapter 16: Public Relations<br />169<br />Output and outcome evaluation<br />Relationship evaluation<br />Excellence in p...
CHAPTER<br />17<br />
Chapter 17Retail and Business-to-Business Advertising<br />Outline<br />Retail advertising<br />Buying and selling local m...
Chapter 17: Retail and Business-to-Business Advertising<br />172<br />Retail Advertising<br />Local retail advertising<br ...
Chapter 17: Retail and Business-to-Business Advertising<br />173<br />Retail Advertising<br />Nonstore retailing<br />Onli...
Chapter 17: Retail and Business-to-Business Advertising<br />174<br />Local retail media strategy<br />Media alternatives<...
Chapter 17: Retail and Business-to-Business Advertising<br />175<br />Types of business-to-business advertising<br />Indus...
Chapter 17: Retail and Business-to-Business Advertising<br />176<br />Business versus consumer marketing<br />Market conce...
Chapter 17: Retail and Business-to-Business Advertising<br />177<br />General business and trade publications<br />Directo...
CHAPTER<br />18<br />
Chapter 18International Advertising<br />Outline<br />Evolution of global marketing<br />The global perspective<br />Inter...
Chapter 18: International Advertising <br />180<br />Evolution of Global Marketing<br />Regional brands versus internation...
Chapter 18: International Advertising <br />181<br />The Global Perspective<br />Corporate philosophy that directs product...
Chapter 18: International Advertising <br />182<br />Theodore Levitt<br />One global market<br />Philip Kotler<br />Variat...
Chapter 18: International Advertising <br />183<br />Lingua franca<br />Global advertising plan<br />Market analysis model...
Chapter 18: International Advertising <br />184<br />Approaches to the International Advertising Campaign<br />Centrally c...
Chapter 18: International Advertising <br />185<br />Approaches to the International Advertising Campaign<br />Setting the...
Chapter 18: International Advertising <br />186<br />Approaches to the International Advertising Campaign<br />Execution o...
Chapter 18: International Advertising <br />187<br />Laws and regulations<br />Custom and culture<br />Time<br />Inertia, ...
Upcoming SlideShare
Loading in...5
×

Advertising Lecture Outlines - Redesigned by AV at INK

5,085

Published on

Advertising Lecture Outlines - Redesigned by AV at INK

Published in: Business
0 Comments
7 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
5,085
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
383
Comments
0
Likes
7
Embeds 0
No embeds

No notes for slide

Advertising Lecture Outlines - Redesigned by AV at INK

  1. 1. ADVERTSINGLECTURE-outlines-<br />
  2. 2. CHAPTER<br />01<br />
  3. 3. Chapter 1Introduction to Advertising<br />Outline<br />The mandate for effectiveness<br />What makes an ad effective?<br />The world of advertising<br />The five players of advertising<br />The evolution of advertising<br />
  4. 4. Chapter 1: Introduction to Advertising<br />4<br />TheMandateforEffectiveness<br />Today advertising is in a bind<br />Advertisers expect specific results that lead to sales<br />Advertising must be effective<br />
  5. 5. Chapter 1: Introduction to Advertising<br />5<br />WhatMakesanAdEffective?<br />Effective ads work on two levels: with consumers and with advertisers<br />Characteristics of effective ads:<br />Strategy<br />Creativity<br />Execution<br />Advertising must be goal directed<br />
  6. 6. Chapter 1: Introduction to Advertising<br />6<br />TheWorldofAdvertising<br />Defining advertising<br /><ul><li>A paid form of communication
  7. 7. A sponsor is identified
  8. 8. Tries to persuade or influence the consumer to do something
  9. 9. Conveyed through mass media
  10. 10. Reaches a large audience
  11. 11. Is nonpersonal</li></li></ul><li>Chapter 1: Introduction to Advertising<br />7<br />Types of Advertising<br />Brand advertising<br />Retail/local advertising<br />Political advertising<br />Directory advertising<br />Direct-response advertising<br />Business-to-business advertising<br />Institutional advertising<br />Public service advertising (PSA)<br />Interactive advertising<br />
  12. 12. Chapter 1: Introduction to Advertising<br />8<br />TheRolesofAdvertising<br />Marketing role<br />Communication role<br />Economic role<br />Societal role<br />
  13. 13. Chapter 1: Introduction to Advertising<br />9<br />FunctionsofAdvertising<br />Provide product and brand information<br />Provide incentives to take action<br />Provide reminders and reinforcement<br />
  14. 14. Chapter 1: Introduction to Advertising<br />10<br />TheFivePlayersofAdvertising<br />Advertiser<br />Advertising agency<br />The advertising department<br />The in-house agency<br />Media<br />Vendors<br />Target audience<br />
  15. 15. Chapter 1: Introduction to Advertising<br />11<br />TheEvolutionofAdvertising<br />Age of print<br />Industrial revolution and emergence of consumer society<br />Modern advertising: Agencies, science and creativity<br />Accountability era<br />
  16. 16. Chapter 1: Introduction to Advertising<br />12<br />CurrentAdvertisingIssues<br />Interactive advertising<br />Globalization<br />Niche marketing<br />Integrated marketing communications (IMC)<br />Consumer Power<br />
  17. 17. CHAPTER<br />02<br />
  18. 18. Chapter 2Advertising and Society: Ethics, Regulation, and Social Responsibility <br />Outline<br /><ul><li>Advertising and society
  19. 19. Ethical issues in advertising
  20. 20. Advertising’s legal and regulatory environment
  21. 21. Federal case law affecting advertising
  22. 22. Advertising and the FTC
  23. 23. Advertising and other regulatory agencies
  24. 24. Social responsibility and self-regulation</li></li></ul><li>Chapter 2: Advertising and Society<br />15<br />Advertising and Social Responsibility<br />Ethical issues<br />Advocacy<br />Accuracy<br />Acquisitiveness<br />Is being ethical a problem?<br />
  25. 25. Chapter 2: Advertising and Society<br />16<br />Social Responsibility<br />Public service announcements (PSAs)<br />Ad Council<br />Social marketing<br />
  26. 26. Chapter 2: Advertising and Society<br />17<br />Six Key Issues in Advertising<br />Puffery<br />Taste and advertising<br />Product categories and taste<br />Current issues<br />
  27. 27. Chapter 2: Advertising and Society<br />18<br />Six Key Issues in Advertising<br />Stereotyping in advertising<br />Women in advertisements<br />Racial and ethnic stereotypes<br />Senior citizens<br />Gay and lesbian consumers<br />Advertising to children<br />
  28. 28. Chapter 2: Advertising and Society<br />19<br />Six Key Issues in Advertising<br />Advertising controversial products<br />Tobacco<br />Alcohol<br />Gambling<br />Prescription drugs<br />Subliminal advertising<br />
  29. 29. Chapter 2: Advertising and Society<br />20<br />Federal Case Law Affecting Advertising<br />First Amendment case law<br />Privacy case law developments: online advertising<br />
  30. 30. Chapter 2: Advertising and Society<br />21<br />Advertising and the FTC<br />Federal Trade Commission (FTC)<br />Some FTC responsibilities<br />Deception<br />Reasonable basis for claims<br />Comparative advertising<br />Endorsements<br />Demonstrations<br />
  31. 31. Chapter 2: Advertising and Society<br />22<br />Advertising and the FTC<br />FTC deceptive and unfair advertising remedies<br />Consent decrees<br />Cease-and-desist orders<br />Corrective advertising<br />Substantiating advertising claims<br />Consumer redress<br />Hold the ad agency legally responsible<br />
  32. 32. Chapter 2: Advertising and Society<br />23<br />Advertising and Other Regulatory Agencies<br />Food and Drug Administration (FDA)<br />Federal Communications Commission (FCC)<br />Additional Federal Regulatory Agencies<br />U.S. Postal Service; Bureau of Alcohol, Tobacco, and Firearms; U.S. Patent Office; Library of Congress<br />
  33. 33. Chapter 2: Advertising and Society<br />24<br />Social Responsibility and Self-Regulation<br />Self-discipline<br />Self-regulation: pure and co-opted <br />National Advertising Division of the Better Business Bureau (NAD)<br />National Advertising Review Board (NARB)<br />Local regulation<br />Media regulation and advertising<br />
  34. 34. CHAPTER<br />03<br />
  35. 35. Chapter 3Advertising and the Marketing Process<br />Outline<br /><ul><li>What is marketing?
  36. 36. The marketing concept and relationship marketing
  37. 37. The four tools of marketing
  38. 38. Ad agencies: combining marketing and advertising</li></li></ul><li>Chapter 3: Advertising and the Marketing Process<br />27<br />What is Marketing?<br />Marketing:<br />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<br />Advertising’s role in the marketing plan<br />
  39. 39. Chapter 3: Advertising and the Marketing Process<br />28<br />Types of Markets<br />Market<br />Where goods are sold and bought or<br />Particular type of buyer<br />Consumer: <br />Business-to-business<br />Institutional<br />Reseller<br />
  40. 40. Chapter 3: Advertising and the Marketing Process<br />29<br />Approaching the Market<br />Undifferentiated versus segmentation approaches<br />Product differentiation<br />Positioning<br />
  41. 41. Chapter 3: Advertising and the Marketing Process<br />30<br />The Marketing Concept and Relationship Marketing<br />Marketing concept<br />Integrated marketing<br />Relationship marketing<br />
  42. 42. Chapter 3: Advertising and the Marketing Process<br />31<br />Four Tools of Marketing<br />Product<br />Branding<br />Packaging<br />Channel of distribution<br />Pricing<br />
  43. 43. Chapter 3: Advertising and the Marketing Process<br />32<br />Four Tools of Marketing<br />Marketing communications<br />Personal selling<br />Advertising<br />Sales promotion<br />Public relations<br />Direct marketing<br />Point-of-sale/packaging<br />
  44. 44. Chapter 3: Advertising and the Marketing Process<br />33<br />Ad Agencies<br />Why hire an ad agency?<br />Why not hire an agency?<br />Types of agencies<br />
  45. 45. Chapter 3: Advertising and the Marketing Process<br />34<br />Ad Agencies<br />Types of agencies<br />Full-service agencies<br />Specialized agencies<br />Industry-focused agencies<br />Minority agencies<br />Creative boutiques<br />Media buying services<br />Virtual agencies<br />
  46. 46. Chapter 3: Advertising and the Marketing Process<br />35<br />Ad Agencies<br />How agencies are organized<br />Account management<br />Creative development and production<br />Media planning and buying<br />Account planning and research<br />Internal services<br />
  47. 47. Chapter 3: Advertising and the Marketing Process<br />36<br />Ad Agencies<br />How agencies are paid<br />The effect of technological changes on agencies<br />
  48. 48. CHAPTER<br />04<br />
  49. 49. Chapter 4The Consumer Audience<br />Outline<br />Consumer behavior<br />Social and cultural influences on consumers<br />Psychological influences on consumers<br />The decision process<br />
  50. 50. Chapter 4: The Consumer Audience<br />39<br />The implicit goal of advertising<br />The consumer audience<br />The target market<br />Consumer Behavior<br />
  51. 51. Chapter 4: The Consumer Audience<br />40<br />Social and Cultural Influences on Consumers<br />Culture<br />Norms<br />values<br />Social class<br />
  52. 52. Chapter 4: The Consumer Audience<br />41<br />Social and Cultural Influences on Consumers<br />Reference groups<br />Family<br />Demographics<br />Age<br />Gender<br />Education<br />Occupation<br />Income<br />Race and ethnicity<br />
  53. 53. Chapter 4: The Consumer Audience<br />42<br />Social and Cultural Influences on Consumers<br />Geographic location<br />
  54. 54. Chapter 4: The Consumer Audience<br />43<br />Perception<br />Selective perception<br />Selective exposure<br />Selective distortion<br />Selective retention<br />Cognitive dissonance<br />PsychologicalInfluencesonConsumers<br />
  55. 55. Chapter 4: The Consumer Audience<br />44<br />Learning<br />Habit<br />Motivation and needs<br />Attitudes<br />Combining all the personal factors: psychographics<br />Effects of Consumer Behavior<br />
  56. 56. Chapter 4: The Consumer Audience<br />45<br />Low involvement decisions <br />High involvement decisions<br />TheDecisionProcess<br />
  57. 57. Chapter 4: The Consumer Audience<br />46<br />Need recognition<br />Information search<br />Evaluation of alternatives<br />Purchase decision<br />Postpurchase evaluation<br />StepsintheDecisionProcess<br />
  58. 58. CHAPTER<br />05<br />
  59. 59. Chapter 5Account Planning and Research<br />Outline<br />Consumer behavior<br />Social and cultural influences on consumers<br />Psychological influences on consumers<br />The decision process<br />
  60. 60. Chapter 5: Account Planning and Research<br />49<br />Research and Account Planning: The Quest for Intelligence<br />Sources of information<br />Role of experience<br />Strategic and evaluative research<br />
  61. 61. Chapter 5: Account Planning and Research<br />50<br />Strategic Research<br />Begins with secondary research<br />End users of secondary and primary research<br />Sources of secondary research<br />Primary research suppliers<br />
  62. 62. Chapter 5: Account Planning and Research<br />51<br />Strategic Research Organization<br />History of advertising research<br />Types of data<br />Account planning<br />
  63. 63. Chapter 5: Account Planning and Research<br />52<br />TheStrategy Document<br />Marketing objectives<br />The product<br />The target audience<br />The brand personality<br />The promise<br />
  64. 64. Chapter 5: Account Planning and Research<br />53<br />Evaluative ResearchBefore Execution<br />Message evaluation research<br />Methods of contact<br />Survey research<br />Observation research<br />
  65. 65. Chapter 5: Account Planning and Research<br />54<br />Evaluative ResearchBefore Execution<br />Cognitive psychology and the use of metaphor<br />Communication assessment<br />
  66. 66. Chapter 5: Account Planning and Research<br />55<br />Evaluative ResearchBefore Execution<br />Content analysis of competing ads<br />Readability tests<br />Test marketing<br />Physiological measures<br />
  67. 67. Chapter 5: Account Planning and Research<br />56<br />Evaluative ResearchDuring Execution<br />Coincidental surveys<br />Attitude tests<br />Tracking studies<br />
  68. 68. Chapter 5: Account Planning and Research<br />57<br />Evaluative ResearchAfter Execution<br />Memory tests<br />Frame-by-frame tests<br />Persuasion tests<br />Brand tracking<br />Direct-response counts<br />In-market tests<br />Brand tracking<br />
  69. 69. Chapter 5: Account Planning and Research<br />58<br />Implications of Evaluative Research<br />Proper research process in advertising?<br />What can be realistically expected from ad agencies?<br />Can measures of effectiveness be improved?<br />
  70. 70. Chapter 5: Account Planning and Research<br />59<br />Research Challenges<br />Globalization<br />New media technology<br />Virtual research<br />Embedded research<br />
  71. 71. CHAPTER<br />06<br />
  72. 72. Chapter 6How Advertising Works<br />Outline<br />The impact of advertising<br />How advertising communication works<br />Message reception and response<br />How brands work<br />
  73. 73. Chapter 6: How Advertising Works<br />62<br />SMRC model of communication<br />Interactive models stress two-way communications in which source and receiver change positions<br />How Communication Works<br />
  74. 74. Chapter 6: How Advertising Works<br />63<br />How Advertising Communication Works<br />Source: the advertiser<br />Objectives<br />Source credibility<br />Noise: external and internal<br />External environment<br />Internal factors<br />Message and media mix factors<br />
  75. 75. Chapter 6: How Advertising Works<br />64<br />Message Reception and Response<br />Perception: breaking through<br />Exposure: making contact<br />Attention: creating stopping power<br />Awareness: making an impression<br />
  76. 76. Chapter 6: How Advertising Works<br />65<br />Message Reception and Response<br />Learning: making it clear<br />Cognitive learning: creating understanding<br />Conditioned learning: creating associations<br />Memorability: creating locking power<br />
  77. 77. Chapter 6: How Advertising Works<br />66<br />Message Reception and Response<br />Persuasion: changing attitudes<br />Attitudes and opinions: affecting beliefs<br />Emotions: affecting feelings<br />Involvement: creating engagement<br />Conviction: creating certainty<br />Action: motivating behavior<br />
  78. 78. Chapter 6: How Advertising Works<br />67<br />How Brands Work<br />Brand personalities <br />Branding<br />Trust<br />Brand image<br />Brand relationships<br />Brand equity<br />
  79. 79. CHAPTER<br />07<br />
  80. 80. Chapter 7Advertising Planning and Strategy<br />Outline<br />Strategic planning<br />The marketing plan<br />The advertising plan<br />The creative plan and copy strategy<br />
  81. 81. Chapter 7: Advertising Planning and Strategy<br />70<br />Strategic planning: making intelligent decisions<br />The business plan<br />Strategic Planning<br />
  82. 82. Chapter 7: Advertising Planning and Strategy<br />71<br />The Marketing Plan<br />Marketing objectives<br />Selecting marketing opportunities<br />Selecting target markets<br />Executing plans<br />Evaluating plan<br />
  83. 83. Chapter 7: Advertising Planning and Strategy<br />72<br />The Advertising Plan<br />Introduction<br />Situation analysis<br />
  84. 84. Chapter 7: Advertising Planning and Strategy<br />73<br />The Advertising Plan<br />Advertising planning decisions<br />Advertising objectives<br />Targeting the audience<br />Product features and competitive advantage<br />Brand personality<br />Positioning strategies<br />
  85. 85. Chapter 7: Advertising Planning and Strategy<br />74<br />The Advertising Plan<br />Implementation<br />Evaluation<br />
  86. 86. Chapter 7: Advertising Planning and Strategy<br />75<br />The Advertising Plan<br />The advertising budget<br />Historical method<br />Task-objective method: bottom-up<br />Percentage-of-sales method<br />Competitive methods<br />All you can afford<br />
  87. 87. Chapter 7: Advertising Planning and Strategy<br />76<br />The Advertising Plan<br />The advertising budget<br />Historical method<br />Task-objective method: bottom-up<br />Percentage-of-sales method<br />Competitive methods<br />All you can afford<br />
  88. 88. Chapter 7: Advertising Planning and Strategy<br />77<br />Strategy<br />Creative strategy<br />Media strategy<br />Selecting other communication tools<br />
  89. 89. CHAPTER<br />08<br />
  90. 90. Chapter 8Media Planning and Buying<br />Outline<br />Media: still big business<br />Setting media objectives<br />Developing media strategies<br />Media selection procedures<br />Media buying functions<br />Media buyer’s special skills<br />Global media buying<br />Staging a media plan<br />
  91. 91. Chapter 8: Media Planning and Buying<br />80<br />Media consolidation: a new perspective<br />The aperture concept in media planning<br />Media planning information sources<br />Media: Still Big Business<br />
  92. 92. Chapter 8: Media Planning and Buying<br />81<br />Setting Media Objectives<br />Finding target audiences in media opportunities<br />Sales geography<br />Timing<br />
  93. 93. Chapter 8: Media Planning and Buying<br />82<br />Setting Media Objectives<br />Duration: how long to advertise?<br />Schedule and the advertising budget<br />Consumer use cycles<br />Competitive advertising<br />
  94. 94. Chapter 8: Media Planning and Buying<br />83<br />Developing Media Strategies<br />Target audience strategies: new technology of measurement<br />Retail scanners<br />Database developments<br />Marketing mix modeling<br />Internet audience measurement<br />
  95. 95. Chapter 8: Media Planning and Buying<br />84<br />Developing Media Strategies<br />Geographic strategies: allocating media weight<br />Timing and duration strategies<br />Size and length strategies<br />
  96. 96. Chapter 8: Media Planning and Buying<br />85<br />Media Selection Procedures<br />Audience measures used in media planning<br />Gross impressions<br />Gross rating points<br />Reach and media planning<br />
  97. 97. Chapter 8: Media Planning and Buying<br />86<br />Media Selection Procedures<br />Frequency and media planning<br />Average frequency<br />Frequency distribution<br />Combining reach and frequency goals<br />
  98. 98. Chapter 8: Media Planning and Buying<br />87<br />Media Selection Procedures<br />Cost efficiency as a planning dimension<br />Cost per thousand<br />How to calculate CPMs<br />Cost per rating<br />Selecting and buying acceptable media<br />
  99. 99. Chapter 8: Media Planning and Buying<br />88<br />Media Buying Functions<br />Providing information to the media planner<br />Selecting media vehicles<br />Negotiating media prices/authorizing the buys<br />Monitoring vehicle performance<br />Post-campaign analysis<br />Billing and payment<br />
  100. 100. Chapter 8: Media Planning and Buying<br />89<br />Media Buyers’ Ability to Negotiate<br />Vehicle performance<br />Unit costs<br />Preferred positions<br />Extra support offers<br />
  101. 101. Chapter 8: Media Planning and Buying<br />90<br />Changes in Media Buying<br />Media buying services<br />Online media buying<br />Global media buying<br />Maintaining plan performance<br />Monitoring audience research<br />Scheduling and technical problems<br />
  102. 102. Chapter 8: Media Planning and Buying<br />91<br />Staging a Media Plan<br />Background and situation analysis<br />Media objectives and aperture opportunities<br />Strategy: selection of media<br />The flow chart: scheduling and budgeting allocation<br />
  103. 103. CHAPTER<br />09<br />
  104. 104. Chapter 9Print Media<br />Outline<br />Print media<br />Newspapers<br />Magazines<br />Out-of-home<br />Directories<br />
  105. 105. Chapter 9: Print Media<br />94<br />The structure of newspapers<br />Frequency of publication<br />Size<br />Circulation<br />Newspaper readers<br />Measuring the newspaper audience<br />Newspapers<br />
  106. 106. Chapter 9: Print Media<br />95<br />Advertising in newspaper markets<br />Classified<br />Display<br />Supplements<br />The advantages of newspapers<br />The disadvantages of newspapers<br />Changes in the newspaper industry<br />Newspapers<br />
  107. 107. Chapter 9: Print Media<br />96<br />Magazines<br />Types of magazines<br />Audience<br />Geography<br />Demographics<br />Editorial content<br />Physical characteristics<br />Distribution and circulation<br />
  108. 108. Chapter 9: Print Media<br />97<br />Magazines<br />Magazine readers and their measurement<br />Advertising in magazines<br />Technology<br />Format<br />
  109. 109. Chapter 9: Print Media<br />98<br />Magazines<br />The advantages of magazines<br />The disadvantages of magazines<br />Changes in the magazine industry: online technology<br />
  110. 110. Chapter 9: Print Media<br />99<br />Out-Of-Home Advertising<br />Outdoor advertising<br />Buying outdoor space<br />The audience<br />Advantages of outdoor<br />Disadvantages of outdoor<br />Transit advertising<br />The transit audience<br />Related locations<br />
  111. 111. Chapter 9: Print Media<br />100<br />Directories<br />Yellow Pages<br />Strengths of directories<br />Weaknesses of directories<br />
  112. 112. Chapter 9: Print Media<br />101<br />Print Media Strategy<br />Inside the industry<br />
  113. 113. CHAPTER<br />10<br />
  114. 114. Chapter 10Broadcast and Interactive Online Media<br />Outline<br />Structure of the television industry<br />Television advertising<br />Television audience<br />Structure of radio<br />Radio advertising<br />Radio audience<br />Interactive media<br />
  115. 115. Chapter 10: Broadcast and Interactive Online Media<br />104<br />Public television<br />Cable and subscription television<br />Who provides cable programs?<br />Cable scheduling<br />Local television<br />Specialty television<br />Structure of the Television Industry<br />
  116. 116. Chapter 10: Broadcast and Interactive Online Media<br />105<br />Television syndication<br />Interactive television<br />Changes in broadcast television<br />Structure of the Television Industry<br />
  117. 117. Chapter 10: Broadcast and Interactive Online Media<br />106<br />Television Advertising<br />Forms of television advertising<br />Sponsorships<br />Participations<br />Spot announcement<br />
  118. 118. Chapter 10: Broadcast and Interactive Online Media<br />107<br />The Television Audience<br />Measuring the television audience<br />Nielsen indexes<br />People meters<br />ClusterPLUS<br />Target TV: a new challenger<br />
  119. 119. Chapter 10: Broadcast and Interactive Online Media<br />108<br />Advantages and Disadvantages of Television<br />Advantages<br />Cost efficiency<br />Impact<br />Buying time on TV<br />Disadvantages<br />Expense<br />Clutter<br />Inflexibility<br />
  120. 120. Chapter 10: Broadcast and Interactive Online Media<br />109<br />Structure of the Radio Industry<br />LPFM<br />Public radio<br />Web radio<br />Satellite radio<br />
  121. 121. Chapter 10: Broadcast and Interactive Online Media<br />110<br />Radio Advertising<br />Network radio<br />Syndicated radio<br />Spot radio<br />
  122. 122. Chapter 10: Broadcast and Interactive Online Media<br />111<br />Radio Audience<br />Measuring the radio audience<br />Arbitron<br />RADAR<br />Buying time on radio<br />
  123. 123. Chapter 10: Broadcast and Interactive Online Media<br />112<br />Advantages of Radio<br />Target audiences<br />Flexibility<br />Affordability<br />Mental imagery<br />High level of acceptance<br />
  124. 124. Chapter 10: Broadcast and Interactive Online Media<br />113<br />Disadvantages of Radio<br />Listener inattentiveness<br />Lack of visuals<br />Clutter<br />Scheduling and buying difficulties<br />Lack of control<br />
  125. 125. Chapter 10: Broadcast and Interactive Online Media<br />114<br />Internet Media<br />Types of Internet advertising<br />World Wide Web home page<br />Banners<br />E-mail<br />Skyscrapers<br />Minisites, pop-ups, and superstitials<br />B2B<br />
  126. 126. Chapter 10: Broadcast and Interactive Online Media<br />115<br />Additional Issues<br />Measuring online advertising effectiveness<br />Buying time/space on the Internet<br />
  127. 127. Chapter 10: Broadcast and Interactive Online Media<br />116<br />Advantages and Disadvantages of Internet Advertising<br />Advantages<br />Customizing messages<br />Merging databases<br />Excellent B2B sales leads or sales<br />Disadvantages<br />Difficulty producing effective ads<br />Difficulty measuring effectiveness<br />
  128. 128. CHAPTER<br />11<br />
  129. 129. Chapter 11The Creative Side of Advertising<br />Outline<br />What is creative advertising?<br />Creative thinking<br />Creative strategy and execution<br />The creative brief<br />Effective creativity<br />
  130. 130. Chapter 11: The Creative Side of Advertising<br />119<br />The big idea<br />The creative leap<br />Strategy and creativity<br />What is Creative Advertising?<br />
  131. 131. Chapter 11: The Creative Side of Advertising<br />120<br />Creative roles<br />The creative person<br />The ability to visualize<br />Openness to new experiences<br />Conceptual thinking<br />The creative process<br />Steps and stages<br />Brainstorming<br />Creative Thinking<br />
  132. 132. Chapter 11: The Creative Side of Advertising<br />121<br />Creative Strategy and Execution<br />Creative strategy<br />Head and heart creative strategies<br />Lectures and dramas<br />Transmission and ritual<br />Selling premises<br />Structural analysis<br />
  133. 133. Chapter 11: The Creative Side of Advertising<br />122<br />The Creative Brief<br />Message approaches<br />Straightforward<br />Demonstration<br />Comparison<br />Problem solution/problem avoidance<br />Slice of life<br />Spokespeople/endorsers<br />Teasers<br />Message execution<br />
  134. 134. Chapter 11: The Creative Side of Advertising<br />123<br />Effective Creativity<br />Ads that drive perception<br />Attention and awareness<br />Interest<br />Memorability<br />
  135. 135. Chapter 11: The Creative Side of Advertising<br />124<br />Effective Creativity<br />Ads that deliver learning<br />Ads that are persuasive<br />Ads that stimulate action<br />Evaluation<br />
  136. 136. CHAPTER<br />12<br />
  137. 137. Chapter 12Copywriting<br />Outline<br />The language of advertising<br />Copywriting for print<br />Radio copywriting<br />Television copywriting<br />Writing for the Web<br />
  138. 138. Chapter 12: Copywriting<br />127<br />Copywriting: The Language of Advertising<br />The copywriter<br />Advertising style<br />Tone of voice<br />Grammar<br />“Adese”<br />
  139. 139. Chapter 12: Copywriting<br />128<br />Copy elements<br />How to write headlines<br />How to write other display copy<br />How to write body copy<br />Copywriting for Print<br />
  140. 140. Chapter 12: Copywriting<br />129<br />Print media requirements<br />Newspapers<br />Magazines<br />Directories<br />Posters and outdoor advertising<br />Product literature<br />Copywriting for Print<br />
  141. 141. Chapter 12: Copywriting<br />130<br />How to Write Radio Copy<br />Characteristics of radio copy<br />Conversational style<br />Theater of the mind<br />Tools of radio copywriting<br />Voice<br />Music<br />Sound effects<br />Radio commercial planning<br />
  142. 142. Chapter 12: Copywriting<br />131<br />How to Write Television Copy<br />Characteristics of television copy<br />The tools of television copywriting<br />Video<br />Audio<br />Other TV tools<br />
  143. 143. Chapter 12: Copywriting<br />132<br />How to Write Television Copy<br />Planning the TV commercial: scripts and story boards<br />Key TV decisions<br />Length<br />Number of scenes<br />Key frame<br />
  144. 144. Chapter 12: Copywriting<br />133<br />Writing for the Web<br />Banners<br />Web ads<br />Other web formats<br />
  145. 145. CHAPTER<br />13<br />
  146. 146. Chapter 13Design and Production<br />Outline<br />Visual communication<br />Print art direction<br />Print production<br />Television art director<br />Broadcast production<br />Web site design<br />
  147. 147. Chapter 13: Design and Production<br />136<br />Visual Communication<br />The art director<br />
  148. 148. Chapter 13: Design and Production<br />137<br />Illustrations and photos<br />Color in print<br />Typography<br />Families of type<br />Type measurement<br />Justification<br />Legibility<br />Print Art Direction<br />
  149. 149. Chapter 13: Design and Production<br />138<br />Layout and design<br />Design principles<br />Layout stages<br />Print media requirements<br />Newspapers and magazines<br />Directories<br />Outdoor boards and posters<br />Transit<br />Print Art Direction<br />
  150. 150. Chapter 13: Design and Production<br />139<br />Art reproduction<br />Color reproduction<br />Printing processes<br />Binding and finishing<br />digitization<br />Print Production<br />
  151. 151. Chapter 13: Design and Production<br />140<br />Television Art Direction<br />Video graphics<br />TV ad film requirements<br />
  152. 152. Chapter 13: Design and Production<br />141<br />Broadcast Production<br />Producing radio commercials<br />Producing TV commercials<br />Film or videotape<br />Animation<br />Stop motion and claymation<br />
  153. 153. Chapter 13: Design and Production<br />142<br />Broadcast Production<br />TV production process<br />Preproduction<br />The shoot<br />Postproduction<br />
  154. 154. Chapter 13: Design and Production<br />143<br />Web Design<br />The interactive dimension<br />Designing banners<br />
  155. 155. CHAPTER<br />14<br />
  156. 156. Chapter 14Direct-Response Marketing<br />Outline<br />Direct marketing<br />Direct-marketing strategy<br />The players<br />The strategic tools of direct marketing<br />Integrated direct marketing <br />
  157. 157. Chapter 14: Direct-Response Marketing<br />146<br />Direct Marketing<br />Occurs when a seller and customers deal directly rather than through an intermediary<br />
  158. 158. Chapter 14: Direct-Response Marketing<br />147<br />Stating objectives and making strategic decisions<br />The offer<br />The message strategy<br />The media strategy<br />The database<br />Database marketing<br />Types of lists<br />Direct Marketing Strategy<br />
  159. 159. Chapter 14: Direct-Response Marketing<br />148<br />The response/order<br />Fulfillment and customer maintenance<br />Direct Marketing Strategy<br />
  160. 160. Chapter 14: Direct-Response Marketing<br />149<br />The advertisers<br />The agencies<br />Advertising agencies<br />Independent agencies<br />Service firms<br />Fulfillment houses<br />The consumers<br />The Players<br />
  161. 161. Chapter 14: Direct-Response Marketing<br />150<br />Direct mail<br />Direct mail message design<br />The Internet and direct mail<br />Catalogs<br />Electronic catalogs<br />Telemarketing<br />Types of telemarketing<br />The Strategic Tools of Direct Marketing<br />
  162. 162. Chapter 14: Direct-Response Marketing<br />151<br />Direct-response advertising<br />Print media<br />Broadcast media<br />Radio<br />The Internet<br />The Strategic Tools of Direct Marketing<br />
  163. 163. Chapter 14: Direct-Response Marketing<br />152<br />Linking the channels<br />Same message, multiple sources<br />Creating loyalty<br />Lifetime customer value<br />Integrated Direct Marketing<br />
  164. 164. CHAPTER<br />15<br />
  165. 165. Chapter 15Sales Promotion<br />Outline<br />Sales promotion<br />Customer and trade promotions<br />Promotions that cross the lines<br />Promotion strategies<br />
  166. 166. Chapter 15: Sales Promotion<br />155<br />Sales Promotion<br />Changes in the promotion industry<br />Reasons for the growth of sales promotion<br />Categories of sales promotion<br />
  167. 167. Chapter 15: Sales Promotion<br />156<br />Consumer promotions<br />A guide to consumer sales promotions<br />Price deals<br />Coupons<br />Refunds and rebates<br />Sampling<br />Special events<br />Contests and sweepstakes<br />Premiums and specialties<br />Consumer and Trade Promotions<br />
  168. 168. Chapter 15: Sales Promotion<br />157<br />How to use consumer promotions<br />Awareness<br />Trial<br />Maintain market presence<br />Brand reminder<br />Consumer and Trade Promotions<br />
  169. 169. Chapter 15: Sales Promotion<br />158<br />Trade promotions<br />A guide to trade promotions<br />Point-of-purchase<br />Retailer (dealer) kids<br />Trade incentives and deals<br />Contests<br />Trade shows and exhibits<br />Consumer and Trade Promotions<br />
  170. 170. Chapter 15: Sales Promotion<br />159<br />How to use trade promotion<br />Demand: push and pull strategies<br />Attention<br />Motivation<br />Information<br />Consumer and Trade Promotions<br />
  171. 171. Chapter 15: Sales Promotion<br />160<br />Sponsorships and event marketing<br />Sponsorships<br />Event marketing<br />Aerial advertising support<br />Interactive and Internet promotions<br />Loyalty programs<br />Partnership programs<br />Licensing and Tie-ins<br />Promotions that Cross the Lines<br />
  172. 172. Chapter 15: Sales Promotion<br />161<br />Promotion objectives<br />Brand building<br />Promotion integration<br />Determining promotion effectiveness<br />Payout planning<br />Design and performance<br />Promotion Strategies<br />
  173. 173. CHAPTER<br />16<br />
  174. 174. Chapter 16Public Relations<br />Outline<br />The practice of public relations<br />Types of public relations programs<br />Public relations planning<br />Public relations tools<br />Effectiveness and excellence<br />
  175. 175. Chapter 16: Public Relations<br />164<br />The Practice of Public Relations<br />Comparing public relations and advertising<br />
  176. 176. Chapter 16: Public Relations<br />165<br />Crisis management<br />Marketing public relations (MPR)<br />Social marketing<br />Cause and mission marketing<br />Types of Public Relations Programs<br />
  177. 177. Chapter 16: Public Relations<br />166<br />SWOT analysis<br />Objectives and strategies<br />Development research<br />Public Relations Planning<br />
  178. 178. Chapter 16: Public Relations<br />167<br />House ads<br />Public service announcements<br />Corporate advertising<br />Publications<br />Speakers, photos, and films<br />Displays, exhibits, events and tours<br />Public Relations Tools<br />
  179. 179. Chapter 16: Public Relations<br />168<br />News releases<br />Press conferences<br />Online communication<br />External communication<br />Internal communication<br />Web challenges<br />Public Relations Tools<br />
  180. 180. Chapter 16: Public Relations<br />169<br />Output and outcome evaluation<br />Relationship evaluation<br />Excellence in public relations<br />Effectiveness and Excellence<br />
  181. 181. CHAPTER<br />17<br />
  182. 182. Chapter 17Retail and Business-to-Business Advertising<br />Outline<br />Retail advertising<br />Buying and selling local media<br />Business-to-business advertising<br />Business-to-business advertising media<br />
  183. 183. Chapter 17: Retail and Business-to-Business Advertising<br />172<br />Retail Advertising<br />Local retail advertising<br />Differences between local retailing and national brand advertising<br />Cooperative advertising<br />Large specialty retailers<br />
  184. 184. Chapter 17: Retail and Business-to-Business Advertising<br />173<br />Retail Advertising<br />Nonstore retailing<br />Online retailing and E-commerce<br />Institutional and product retail advertising<br />Trends affecting retail advertising<br />Creating the retail ad<br />
  185. 185. Chapter 17: Retail and Business-to-Business Advertising<br />174<br />Local retail media strategy<br />Media alternatives<br />Shoppers and preprints<br />Magazines<br />Broadcast media<br />Directories<br />Direct response<br />Online media<br />Specialty<br />Buying and Selling Local Media<br />
  186. 186. Chapter 17: Retail and Business-to-Business Advertising<br />175<br />Types of business-to-business advertising<br />Industrial advertising<br />Government advertising<br />Trade advertising<br />Professional advertising<br />Agricultural advertising<br />Business-to-Business Advertising<br />
  187. 187. Chapter 17: Retail and Business-to-Business Advertising<br />176<br />Business versus consumer marketing<br />Market concentration<br />Decision makers<br />Strategic orientation<br />Purchasing objectives<br />Business-to-business advertising objectives<br />Creating B-to-B ads<br />Business-to-Business Advertising<br />
  188. 188. Chapter 17: Retail and Business-to-Business Advertising<br />177<br />General business and trade publications<br />Directory advertising<br />Direct marketing<br />Consumer media<br />The Web<br />Does business advertising sell?<br />Business-to-Business Advertising Media<br />
  189. 189. CHAPTER<br />18<br />
  190. 190. Chapter 18International Advertising<br />Outline<br />Evolution of global marketing<br />The global perspective<br />International management<br />The global advertising plan<br />Approaches to international advertising campaign<br />Special international considerations<br />
  191. 191. Chapter 18: International Advertising <br />180<br />Evolution of Global Marketing<br />Regional brands versus international brands<br />Home country production<br />Export<br />Nationalization versus rationalization<br />
  192. 192. Chapter 18: International Advertising <br />181<br />The Global Perspective<br />Corporate philosophy that directs products and advertising toward a worldwide market<br />Global brands<br />
  193. 193. Chapter 18: International Advertising <br />182<br />Theodore Levitt<br />One global market<br />Philip Kotler<br />Variations are the key to success<br />Schools of thought<br />Standardization<br />Localization<br />Contingency<br />The Global Debate and Advertising<br />
  194. 194. Chapter 18: International Advertising <br />183<br />Lingua franca<br />Global advertising plan<br />Market analysis model<br />Culture-oriented model<br />High-context cultures<br />Low-context cultures<br />Selecting an agency<br />International Management<br />
  195. 195. Chapter 18: International Advertising <br />184<br />Approaches to the International Advertising Campaign<br />Centrally controlled campaigns<br />Centrally conceived campaigns<br />Determining global advertising objectives<br />Positioning the global product<br />
  196. 196. Chapter 18: International Advertising <br />185<br />Approaches to the International Advertising Campaign<br />Setting the budget<br />Selecting media for international campaigns<br />Satellite transmission<br />The Web in international advertising<br />
  197. 197. Chapter 18: International Advertising <br />186<br />Approaches to the International Advertising Campaign<br />Execution of international campaigns<br />Media choices<br />Availability<br />Quantity and accessibility<br />Costs<br />Coverage<br />The global creative effect<br />Evaluating effectiveness<br />
  198. 198. Chapter 18: International Advertising <br />187<br />Laws and regulations<br />Custom and culture<br />Time<br />Inertia, resistance, rejection, and politics<br />Special International Considerations<br />
  199. 199. CHAPTER<br />19<br />
  200. 200. Chapter 19The Integrated Campaign<br />Outline<br />Total communication: IMC<br />The structure of a campaign plan<br />Evaluating the campaign plan<br />
  201. 201. Chapter 19: The Integrated Campaign<br />190<br />Total Communication: IMC<br />Integrated marketing communication (IMC)<br />Stakeholder audiences<br />Consistency and coordination<br />Organizing for integration<br />Cross-functional management<br />
  202. 202. Chapter 19: The Integrated Campaign<br />191<br />The Structure of a Campaign Plan<br />Single-shot ads versus a campaign<br />Situation analysis<br />Background research for a situation analysis<br />SWOT analysis<br />Problem identification<br />
  203. 203. Chapter 19: The Integrated Campaign<br />192<br />The Structure of a Campaign Plan<br />Campaign strategy<br />Objectives<br />Targeting<br />Positioning<br />
  204. 204. Chapter 19: The Integrated Campaign<br />193<br />The Structure of a Campaign Plan<br />Message strategy<br />Concept testing<br />Creative theme<br />Creative tactics and executions<br />
  205. 205. Chapter 19: The Integrated Campaign<br />194<br />The Structure of a Campaign Plan<br />Media strategy<br />Media mix<br />Scheduling<br />
  206. 206. Chapter 19: The Integrated Campaign<br />195<br />The Structure of a Campaign Plan<br />Other marketing communication activities<br />Zero-based planning<br />Integration<br />The appropriation and budget<br />
  207. 207. Chapter 19: The Integrated Campaign<br />196<br />Designed to answer such questions as:<br />Did it work (based on its objectives)?<br />What were the results?<br />Did it build brand or corporate reputation?<br />Was it cost effective?<br />Evaluating the Campaign<br />
  208. 208. END<br />
  209. 209. Call for Classes, Conferences or Consultancy:<br />US: ++1 +561 6935199<br />COLOMBIA: ++57 +2 8936238<br />andres.velasquez@thegreyink.comandres.velasquez@yahoo.com<br />
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×