The Advertising Business: Operations, Creativity, Media Planning, Integrated Communications
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The Advertising Business: Operations, Creativity, Media Planning, Integrated Communications

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ISBN-13:
9780761912392
Einband:
Taschenbuch
Erscheinungsdatum:
01.02.1999
Seiten:
560
Autor:
John Philip Jones
Gewicht:
744 g
Format:
229x152x29 mm
Sprache:
Englisch
Beschreibung:
Introduction - John Philip Jones
The Advertising Business
PART ONE: HOW AGENCIES OPERATE
Agency Management - Eric Mower
Some Secrets
The Account Executive in an Advertising Agency - Jay Quinn
Account Planning - Nicholas Staveley
A British Perspective
Account Planning - Damian O'Malley
An American Perspective
The Advertising Creative Process - Jeremy Bullmore
The Art Director - John L Sellers
Budgeting for Advertising and the Advertising-Intensiveness Curve - John Philip Jones
Advertising Media - Carla V Lloyd
A Changing Marketplace
The Media Buyer in the Advertising Agency - Debra L Merskin
Advertising Agency Compensation Systems - Rana S Said
New Business Activity - Randall Rothenberg
Account Reviews
The Culture of an Advertising Agency - John Philip Jones
PART TWO: CREATIVE ASPECTS
Strategy in Advertising - John Philip Jones
Television Advertising - Herbert E Krugman
Learning without Involvement
Humor in Television Advertising - Jeremy Bullmore
A Practitioner's View
Humor in Television Advertising - Paula Pierce
A Researcher's View
Celebrities in Advertising - Abhilasha Mehta
Emotion and Advertising - Esther Thorson
Hierarchies of Effect - John Philip Jones
Advertising Theories
Cognitive Dissonance and Selective Perception - Carri Brown, Betzi-Lynn Hanc and Nujchayada Pangsapa
Their Relevance to Advertising
The Creative Characteristics of Successful Television Advertising - John Philip Jones
Comparative Advertising - Jan S Slater
The Unique Selling Proposition and Usage-Pull - John Philip Jones
Truth and Weasels - David Ogilvy
Television Production Costs - Jan S Slater
PART THREE: MEDIA ASPECTS
Media-Medium-Mediorum - Stephen P Phelps
Media Definitions
Television Advertising - Erwin Ephron
Continuity Scheduling (Advertising without Gaps)
What Does Effective Frequency Mean Today? - John Philip Jones
Barter Syndication - Brian Philip Webster
Cable Television - Jeremiah L Rosen, Laura A York and Aileen (Shih-I) Ku
PART FOUR: SALES PROMOTIONS AND SPECIALIST MEDIA
Trends in Promotions - John Philip Jones
Integrated Marketing Communications and How It Relates to Traditional Media Advertising - Don E Schultz
Integrated Marketing Communications in Practice - John Deighton
A Roadmap to On-line Marketing Strategy - Rex Briggs
Direct Marketing - Sidney C Liebenson
Direct-Response Advertising - Emily Soell
Creative Principles
Promotions and Advertising - John Philip Jones
Comparison of Effectiveness
Specialty Advertising - William H Bolen
Event Marketing - Shirley F Taylor and Peggy H Cunningham
Sports Advertising and the Super Bowl - Rick Burton
Business-to-Business Advertising - Beth E Barnes
Product Packaging - Jan S Slater
The Silent Salesman
Public Relations and Advertising - Ian R Bruce
PART FIVE: LEGISLATION AND ETHICS
The Supreme Court of the United States and the First Amendment Protection of Advertising - Jay B Wright
Ethics of Advertising - Peggy H Cunningham
Oxymoron or Good Business Practice?
This authoritative and comprehensive handbook of successful advertising practices addresses such aspects of the business as: agency operation, creativity, media planning, operations and speciality advertising.