Advertising
By: Thomas C. O'Guinn, Chris T. Allen, Richard J. Semenik
Contributors: Allen, Chris T.; Semenik, Richard J.
Edition: 2nd ed.
Publisher: South-Western College Pub.
Published: 2000
Place of publication: Cincinnati
Language: eng
Number of pages: 694
ISBN-13: 9780324006612
Subjects: Publicite; Advertising media planning; Plans medias; Advertising
Notes: Supplementary multimedia instructional materials are available to accompany the text.

"Web site addresses": pages 649-654.

Includes bibliographical references and indexes.
Table of contents: title: Preface --; title: Acknowledgments -- -- Part 1.; title: The Process: Advertising in Business and Society -- -- 1.; title: Advertising as a Process --; title: What Is Advertising? --; title: Advertising as a Communication Process --; title: Advertising as a Business Process --; title: Advertising and Integrated Marketing Communications --; title: Summary --; title: Key Terms --; title: Questions for Review and Critical Thinking --; title: Experiential Exercises --; title: Using the internet -- -- 2.; title: The Structure of the Advertising Industry: Advertisers, Advertising Agencies, and Support Organizations --; title: An Industry in Transition --; title: The Scope of the Advertising Industry --; title: The Structure of the Advertising Industry --; title: Summary --; title: Key Terms --; title: Questions for Review and Critical Thinking --; title: Experiential Exercises --; title: Using the internet -- -- 3.; title: The Evolution of Advertising --; title: Fundamental Influences --; title: Advertising in Practice --; title: The Value of an Evolutionary Perspective --; title: Summary --; title: Key Terms --; title: Questions for Review and Critical Thinking --; title: Experiential Exercises --; title: Using the internet -- -- 4.; title: Social, Ethical, and Regulatory Aspects of Advertising --; title: The Social Aspects of Advertising --; title: The Ethical Aspects of Advertising --; title: The Regulatory Aspects of Advertising --; title: Summary --; title: Key Terms --; title: Questions for Review and Critical Thinking --; title: Experiential Exercises --; title: Using the internet -- -- IMC Part I.; title: From Principles to Practice: A Comprehensive IMC Case --; title: Background and Participants --; title: What Is IMC? --; title: Factors Contributing to IMC's Rising Prominence --; title: Sounds Great. So What's So Hard about IMC? --; title: An Agency in Pursuit of Integrated Marketing Communication --; title: A Client in Pursuit of Integrated Marketing Communication -- -- Part 2.; title: The Planning: Analyzing the Advertising Environment -- -- 5.; title: Advertising and Consumer Behavior --; title: Perspective One: The Consumer as Decision Maker --; title: Perspective Two: The Consumer as Social Being --; title: Summary --; title: Key Terms --; title: Questions for Review and Critical Thinking --; title: Experiential Exercises --; title: Using the internet -- -- 6.; title: Market Segmentation, Positioning, and the Value Proposition --; title: STP Marketing and the Evolution of Marketing Strategies --; title: Identifying Target Segments --; title: Prioritizing Target Segments --; title: Formulating the Positioning Strategy --; title: Capturing Your Strategy in a Value Proposition --; title: Summary --; title: Key Terms --; title: Questions for Review and Critical Thinking --; title: Experiential Exercises --; title: Using the internet -- -- 7.; title: Advertising Research --; title: The Role of Research --; title: Developmental Advertising Research --; title: Fundamental Issues in Message Evaluation --; title: Pretest Message Research --; title: Posttest Message Tracking --; title: Secondary Data --; title: Summary --; title: Key Terms --; title: Questions for Review and Critical Thinking --; title: Experiential Exercises --; title: Using the internet -- -- 8.; title: The Advertising Plan --; title: The Advertising Plan and Its Marketing Context --; title: The Role of the Advertising Agency in Advertising Planning --; title: Summary --; title: Key Terms --; title: Questions for Review and Critical Thinking --; title: Experiential Exercises --; title: Using the internet -- -- 9.; title: Advertising Planning: An International Perspective --; title: The Pepsi Challenge in Brazil: Confronting a Global Brand --; title: Overcoming Cultural Barriers --; title: The Challenges in Executing Advertising Worldwide --; title: Advertising Agencies around the World --; title: Globalized versus Localized Campaigns --; title: Summary --; title: Key Terms --; title: Questions for Review and Critical Thinking --; title: Experiential Exercises --; title: Using the internet -- -- IMC PART II.; title: From Principles to Practice: A Comprehensive IMC Case --; title: A Model for Planning Integrated Marketing Communications --; title: Assessing CBW's Situation Prior to Launch --; title: Pinpointing the Target Segment for Launch --; title: Launch Strategy and the CBW Value Proposition --; title: Objectives and Budget --; title: The Mix of Persuasion Tools -- -- Part 3.; title: Preparing the Message -- -- 10.; title: Creativity and Advertising --; title: Creativity, Science, and Magic --; title: Creativity across Domains --; title: Advertising Agencies, the Creative Process, and the Product --; title: Summary --; title: Key Terms --; title: Questions for Review and Critical Thinking --; title: Experiential Exercises --; title: Using the internet -- -- 11.; title: Message Strategy: Objectives and Methods --; title: Message Strategy --; title: Summary --; title: Key Terms --; title: Questions for Review and Critical Thinking --; title: Experiential Exercises --; title: Using the internet -- -- 12.; title: Copywriting --; title: Copywriting and the Creative Plan --; title: Copywriting for Print Advertising --; title: Copywriting for Cyberspace --; title: Copywriting for Broadcast Advertising --; title: Slogans --; title: Common Mistakes in Copywriting --; title: The Copy Approval Process --; title: Summary --; title: Key Terms --; title: Questions for Review and Critical Thinking --; title: Experiential Exercises --; title: Using the internet -- -- 13.; title: Art Direction and Production --; title: Illustration, Design, and Layout --; title: Production in Print Advertising --; title: Art Direction and Production in Cyberspace --; title: Art Direction and Production in Television Advertising --; title: Summary --; title: Key Terms --; title: Questions for Review and Critical Thinking --; title: Experiential Exercises --; title: Using the internet -- -- IMC Part III.; title: From Principles to Practice: A Comprehensive IMC Case --; title: Making Beautiful Music Together: Coordination, Collaboration, and Creativity --; title: Teams as the Engine for Coordination, Collaboration, and Creativity in the Launch of Cincinnati Bell Wireless -- -- Part 4.; title: Placing the Message -- -- 14.; title: Media Planning, Objectives, and Strategy --; title: An Overview of the Major Media --; title: The Media-Planning Process --; title: Computer Media-Planning Models --; title: Other Ongoing Challenges in the Media Environment --; title: Summary --; title: Key Terms --; title: Questions for Review and Critical Thinking --; title: Experiential Exercises --; title: Using the internet -- -- 15.; title: Media Evaluation: Print, Television, and Radio --; title: The Importance and Process of Media Evaluation --; title: Print Media Evaluation --; title: Summary --; title: Key Terms --; title: Questions for Review and Critical Thinking --; title: Experiential Exercises --; title: Using the internet -- -- 16.; title: Support Media, P-O-P Advertising, and Event Sponsorship --; title: Traditional Support Media --; title: Point-of-Purchase (P-O-P) Advertising --; title: Event Sponsorship --; title: The Coordination Challenge --; title: Summary --; title: Key Terms --; title: Questions for Review and Critical Thinking --; title: Experiential Exercises --; title: Using the internet -- -- 17.; title: Advertising on the Internet --; title: An Overview of Cyberspace --; title: Advertising and Marketing on the Internet --; title: Establishing a Site on the World Wide Web --; title: E-Commerce: Buying on the Web --; title: Summary --; title: Key Terms --; title: Questions for Review and Critical Thinking --; title: Experiential Exercises --; title: Using the internet -- -- 18.; title: Sales Promotion --; title: Basic Forms of Sales Promotion --; title: The Importance and Growth of Sales Promotion --; title: Sales Promotion Directed at Consumers --; title: Sales Promotion Directed at the Trade --; title: The Risks of Sales Promotion --; title: The Coordination Challenge -- IMC and Sales Promotion --; title: Summary --; title: Key Terms --; title: Questions for Review and Critical Thinking --; title: Experiential Exercises --; title: Using the internet -- -- 19.; title: Direct Marketing --; title: The Evolution of Direct Marketing --; title: Database Marketing --; title: Media Applications in Direct Marketing --; title: The Coordination Challenge Revisited --; title: Summary --; title: Key Terms --; title: Questions for Review and Critical Thinking --; title: Experiential Exercises --; title: Using the internet -- -- 20.; title: Public Relations and Corporate Advertising --; title: Public Relations --; title: Corporate Advertising --; title: Summary --; title: Key Terms --; title: Questions for Review and Critical Thinking --; title: Experiential Exercises --; title: Using the internet -- -- IMC Part IV.; title: Cincinnati Bell: From Principles to Practice: A Comprehensive IMC Case --; title: An Overview of the CBW Launch Campaign --; title: Gauging the Impact of the CBW Launch Campaign -- -- Appendix.; title: Web Site Addresses --; title: Glossary --; title: Name/Brand/Company Index --; title: Subject Index --; title: Credits.