Format:
1 online resource (392 pages)
Edition:
5th ed.
ISBN:
9780750661737
,
9780080473925
Content:
The Practice of Advertising addresses key issues in the industry, presenting a comprehensive overview of its components. Clarity in both style and content has been ensured so that the information is easily accessible and terminology is suitable for the reader. Based on the successful and highly regarded text previously edited by Norman Hart, this fifth edition contains up-to-date examples to illustrate key points and support underlying principles. Topics addressed range from introducing the roles of advertiser and the advertising agency, through to more specialised areas of advertising such as recruitment and directory advertising. The specialist knowledge gained from the contributors provides a valuable insight for practitioners and students wishing to gain a solid grounding in the subject. By looking at the current situation as well as considering developments likely to occur in the future, the text demonstrates how best to implement existing methods as well as considering how improvements can be made
Note:
Cover -- Title -- Copyright -- Contents -- List of Contributors -- Preface -- Chapter 1. Marketing - and the Place of Advertising within It -- Learning outcomes -- 1.1 What does marketing mean? -- 1.2 The marketing concept -- 1.3 The marketing process -- 1.4 The changing marketing environment -- 1.5 Customers and their behaviour -- 1.6 The need for marketing research -- 1.7 The 'old' marketing mix -- 1.8 The modern marketing mix -- 1.9 Strategic marketing planning -- 1.10 Marketing communications -- 1.11 Choosing methods of communication -- 1.12 Summary -- Notes -- Chapter 2. How Advertising Works -- Learning outcomes -- 2.1 What is advertising? -- 2.2 The role of advertising in 'selling' -- 2.3 A history of theories -- 2.4 What acts on whom - individuals and herds -- 2.5 Individuals' reaction to advertising -- 2.6 King's scale of immediacy -- 2.7 Incongruency and consistency -- 2.8 Towards a synthesis -- 2.9 Summary -- Notes -- Chapter 3. Integrated Marketing Communications -- Learning outcomes -- 3.1 Introduction -- 3.2 Integrated marketing communications in action -- 3.3 The benefits of integration -- 3.4 Evaluating the benefits of integrated marketing communications -- 3.5 Introducing an integrated marketing programme -- 3.6 Summary -- Further reading -- Chapter 4. The Advertiser -- Learning outcomes -- 4.1 Who or what is 'the advertiser'? -- 4.2 The value of the brief -- 4.3 Why use an agency? -- 4.4 So how should an advertiser choose an agency? -- 4.5 So what of the responsibility of the advertiser? -- 4.6 Why thank advertisers? -- 4.7 Summary -- Chapter 5. The Advertising Agency -- Learning outcomes -- 5.1 Introduction -- 5.2 The origin of the advertising agency -- 5.3 The evolution of the advertising agency -- 5.4 Types of advertising agency -- 5.5 The structure of a modern advertising agency -- 5.6 The client brief
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21.2 How the self regulatory system works -- 21.3 Advertising Standards Authority -- 21.4 Committee of Advertising Practice -- 21.5 New media -- 21.6 Broadcast advertising -- 21.7 The law -- 21.8 Self-regulation in Europe -- 20.9 Conclusions -- 21.10 Summary -- Further reading -- Chapter 22. Training for a Career in Advertising -- Learning outcomes -- 22.1 Introduction -- 22.2 Characteristics of agency practitioners -- 22.3 Background to industry training -- 22.4 The industry approach to training -- 22.5 The IPA's Continuous Professional Development in Advertising Accreditation Standard -- 22.6 Professional qualifications -- 22.7 The provision of academic learning -- 22.8 Summary -- The IPA's seven stages -- Organisations -- Index
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5.7 Agency remuneration -- 5.8 Managing client/agency relationships -- 5.9 Summary -- Further reading -- Chapter 6. Media -- Learning outcomes -- 6.1 Setting the scene -- 6.2 Television -- 6.3 The press -- 6.4 Radio -- 6.5 Cinema -- 6.6 Outdoor advertising -- 6.7 The internet -- 6.8 Discussion points -- 6.9 Conclusions -- 6.10 Summary -- Further reading -- Chapter 7. Advertising Creativity -- Learning outcomes -- 7.1 What is it? -- 7.2 The creative department -- 7.3 Drivers of advertising creativity -- 7.4 Creating the creative idea -- 7.5 How do creative teams create? -- 7.6 Ten tips on how to judge creativity -- 7.7 Selling creativity -- 7.8 Discussion points -- 7.9 Summary -- Further reading -- Chapter 8. Press Production -- Learning outcomes -- 8.1 Introduction -- 8.2 Tasks (technical breakout on pre-press and publication specifications) -- 8.3 Trends (the agency model now and the future?) -- 8.4 Trends (market pressures) -- 8.5 Case study -- 8.6 Summary -- Useful links -- Chapter 9. TV, Radio and Cinema Production -- Learning outcomes -- 9.1 TV production -- 9.2 Cinema -- 9.3 Radio -- 9.4 Conclusions -- 9.5 Summary -- Chapter 10. Printing -- Learning outcomes -- 10.1 Introduction -- 10.2 Production processes -- 10.3 Original image production -- 10.4 Paper sizes -- 10.5 Desktop publishing -- 10.6 Pre-press -- 10.7 Process printing -- 10.8 Printing processes -- 10.9 Traditional processes -- 10.10 Post-press activities -- 10.11 Checklist for production issues -- 10.12 Summary -- Chapter 11. Advertising Planning and Budgeting -- Learning outcomes -- 11.1 Situation assessment -- 11.2 Setting your specific campaign objectives -- 11.3 Determining your advertising budget -- 11.4 The advertising brief -- 11.5 Putting the plan into effect -- 11.6 Evaluation of results -- 11.7 Summary -- Further reading
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Chapter 12. Getting the Best from Advertising Agencies and Other Outside Suppliers -- Learning outcomes -- 12.1 Introduction -- 12.2 Service suppliers - their focus -- 12.3 In-house or buying-in? -- 12.4 Finding outside suppliers -- 12.5 Appointing an agency -- 12.6 Briefing an agency -- 12.7 Judging proposals -- 12.8 Controlling expenditure -- 12.9 Managing the relationship -- 12.10 Summary -- Notes -- Chapter 13. Media Research -- Learning outcomes -- 13.1 The purpose of media research -- 13.2 The organisation of media research -- 13.3 Television: BARB -- 13.4 Press: circulation -- 13.5 Press: The National Readership Survey Ltd -- 13.6 Press: JICREG -- 13.7 Press: other surveys -- 13.8 Radio RAJAR -- 13.9 Cinema: CAVIAR -- 13.10 Outdoor advertising: POSTAR -- 13.11 Internet -- 13.12 All media: TGI -- 13.13 Proprietary surveys -- 13.14 Summary -- Further reading -- Useful websites -- Chapter 14. Consumer Research -- Learning outcomes -- 14.1 How this chapter is organised -- 14.2 Introduction: what is consumer research and why do it? -- 14.3 The basic principles and methods of consumer research -- 14.4 The importance of the brief -- 14.5 Where research fits into the advertising process -- 14.6 Types of research study used in advertising -- 14.7 Summary of consumer research methods and their application to advertising -- 14.8 Summary -- Further reading -- Chapter 15. Business-to-Business Advertising -- Learning outcomes -- 15.1 A note on nomenclature -- 15.2 Why business marcoms is different -- 15.3 Business marcoms seldom sets out to generate a sale directly -- 15.4 Information is needed for a rational market -- 15.5 The technology can be a nightmare -- 15.6 In business marcoms, lunch is a medium -- 15.7 A model for the business marcoms mix -- 15.8 Some threats to the model -- 15.9 A golden age for business advertising -- 15.10 Summary
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Chapter 16. Services Advertising -- Learning outcomes -- 16.1 Introduction -- 16.2 Successful services advertising -- 16.3 Halifax plc -- 16.4 Conclusions -- 16.5 Summary -- Chapter 17. Recruitment Advertising -- Learning outcomes -- 17.1 Introduction -- 17.2 How is recruitment advertising different? -- 17.3 The changing role of the recruitment advertising agency -- 17.4 The Internet -- 17.5 Service levels and expertise -- 17.6 Agency structures -- 17.7 Services -- 17.8 Sources of income and costing models -- 17.9 The future challenge -- 17.10 Summary -- Notes -- Chapter 18. Directory Advertising -- Learning outcomes -- 18.1 Introduction -- 18.2 The nature of directories -- 18.3 Growth of directories -- 18.4 Directories as a medium -- 18.5 Publishing directories -- 18.6 Development of directories as a medium -- 18.7 Choosing a directory -- 18.8 Designing a directory advertisement -- 18.9 Regulations -- 18.10 Co-operative campaigns -- 18.11 Measuring the success of directory advertisements -- 18.12 Conclusions -- 18.13 Summary -- Further reading -- Chapter 19. International Advertising -- Learning outcomes -- 19.1 Introduction -- 19.2 What is international advertising? -- 19.3 The practical side of international advertising -- 19.4 Summary -- Further reading -- Regular reading -- Chapter 20. Sales Promotion in Marketing -- Learning outcomes -- 20.1 Defining sales promotion -- 20.2 How it all began -- 20.3 Setting the objectives -- 20.4 Defining the strategy -- 20.5 The budget -- 20.6 The brief -- 20.7 Techniques and mechanics -- 20.8 Research and evaluation -- 20.9 Creativity -- 20.10 Communication -- 20.11 Promotion administration -- 20.12 Premium sourcing and buying -- 20.13 Europe -- 20.14 The future -- 20.15 Summary -- Chapter 21. Advertising: Self-regulation and the Law -- Learning outcomes -- 21.1 Introduction
Additional Edition:
Print version Mackay, Adrian Practice of Advertising Oxford : Taylor & Francis Group,c2004 ISBN 9780750661737
Language:
English
Keywords:
Electronic books
URL:
FULL
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