Title: The advertising business : operations, creativity, media planning, integrated communications /
Authors: Jones, John Philip
Publisher: Sage Publications,
Year: 1999
Subjects: Advertising United States; Advertising.; Publicité États-Unis.; Publicité; Advertising; Reclamebureaus.; Reclame-industrie.; Publicité États-Unis.; Publicité; United States
Abstract: Offers a knowledge bank of theory and practice for advertising students and professionals. Describes the main operational functions of advertising agencies, with sections on how agencies operate, the creative process, the strategy and tactics of media selection, sales promotions and specialist media.
Contents: 1. Introduction: The Advertising Business / John Philip Jones -- 2. Agency Management: Some Secrets / Eric Mower -- 3. The Account Executive in an Advertising Agency / Jay Quinn -- 4. Account Planning. A British Perspective / Nicholas Staveley. An American Perspective / Damian O'Malley -- 5. The Advertising Creative Process / Jeremy Bullmore -- 6. The Art Director / John L. Sellers -- 7. Budgeting for Advertising and the Advertising-Intensiveness Curve / John Philip Jones -- 8. Advertising Media: A Changing Marketplace / Carla V. Lloyd -- 9. The Media Buyer in the Advertising Agency / Debra L. Merskin -- 10. Advertising Agency Compensation Systems / Rana S. Said -- 11. New Business Activity: Account Reviews / Randall Rothenberg -- 12. The Culture of an Advertising Agency / John Philip Jones -- 13. Strategy in Advertising / John Philip Jones -- 14. Television Advertising: Learning Without Involvement / Herbert E. Krugman-- 15. Humor in Television Advertising: A Practitioner's View / Jeremy Bullmore -- 16. Humor in Television Advertising: A Researcher's View / Paula Pierce -- 17. Celebrities in Advertising / Abhilasha Mehta -- 18. Emotion and Advertising / Esther Thorson -- 19. Hierarchies of Effect: Advertising Theories / John Philip Jones -- 20. Cognitive Dissonance and Selective Perception: Their Relevance to Advertising / Carri Brown, Betzi-Lynn Hanc and Nujchayada Pangsapa -- 21. The Creative Characteristics of Successful Television Advertising / John Philip Jones -- 22. Comparative Advertising / Jan S. Slater -- 23. The Unique Selling Proposition and Usage-Pull / John Philip Jones -- 24. Truth and Weasels / David Ogilvy -- 25. Television Production Costs / Jan S. Slater -- 26. Media-Medium-Mediorum: Media Definitions / Stephen P. Phelps -- 27. Television Advertising: Continuity Scheduling (Advertising Without Gaps) / Erwin Ephron-- 28. What Does Effective Frequency Mean Today? / John Philip Jones -- 29. Barter Syndication / Brian Philip Webster -- 30. Cable Television / Jeremiah L. Rosen, Laura A. York and Aileen (Shih-I) Ku -- 31. Trends in Promotions / John Philip Jones -- 32. Integrated Marketing Communications and How It Relates to Traditional Media Advertising / Don E. Schultz -- 33. Integrated Marketing Communications in Practice / John Deighton -- 34. A Road Map to On-Line Marketing Strategy / Rex Briggs -- 35. Direct Marketing / Sidney C. Liebenson -- 36. Direct-Response Advertising: Creative Principles / Emily Soell -- 37. Promotions and Advertising: Comparison of Effectiveness / John Philip Jones -- 38. Specialty Advertising / William H. Bolen -- 39. Event Marketing / Shirley F. Taylor and Peggy H. Cunningham -- 40. Sports Marketing and the Super Bowl / Rick Burton -- 41. Business-to-Business Advertising / Beth E. Barnes -- 42. Product Packaging: The Silent Salesman / Jan S. Slater-- 43. Public Relations and Advertising / Ian R. Bruce -- 44. The Supreme Court of the United States and First Amendment Protection of Advertising / Jay B. Wright -- 45. Ethics of Advertising: Oxymoron or Good Business Practice? / Peggy H. Cunningham.