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

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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