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CONTEMPORARY
advertisingand Integrated MarketingCommunications
thirteenth edition
William F. Arens
Michael F. Weigold
Christian Arens
McGraw-HillIrwln
detailed contents
The Preface, vii
Our Thanks, xix
Part One Advertising Perspectives
1. Advertising Today? 2
What Is Advertising? 8
Communication: What Makes Advertising Unique, 10
The Human Communication Process, 10 Applying the CommunicationProcess to Advertising, 11
Marketing: Determining the Type of Advertising to Use, 15
What Is Marketing? M Y A D C A MPAIGN 115 Advertising and the Overview, 7Marketing Process, A Q LAB 1-A16 Identifying Target Markets Advertising as a Literary Form, 14and Target Audiences, ETHICAL ISSUES17 Implementing Marketing ' Ethics in Advertising: An Overview, 16Strategy, 19 Integrating PORTFOLIO REVIEWMarketing Communications, 27 Audacity in Action, 20
2 The Bis Picture-The PEOPLE BEHIND THE ADS&. ine Dig riciure. me A | b e r t L a s k e r a n d a a u d e Hopkins, 26
Evolution of Advertising, 30Economics: The Growing Need for Advertising, 33
™; F do L I O H R r i E " rt.. 38
^rr *li •• • ^ The Modem History of Advertising, 38Effects of Advertising in a Free .„..„Economy, 34 The Evolution of 1 1 - , ™ c ^ - i. o ^
Ethical Dilemma or Ethical Lapse?, 43T , . x.i - i - , , ^ * %•, Tools for T e a m w o r k , 4 9looking at the 21st Century, 51
AD LAB 2-ASociety and Ethics: The Effects of What Kills Bugs Dead?, 53Advertising, 54 PEOPLE BEHING THE ADS
William Bernbach, 56
3. The Big Picture: Economicand Regulatory Aspects, 60The Many Controversies about Advertising, 63 .
The Economic Impact of Advertising, 65
Effect on the Value of Products, 66 Effect on Prices, 66 Effect onCompetition, 67 Effect on Consumer Demand, 67 Effect on ConsumerChoice, 68 Effect on the Business Cycle, 68 The Abundance Principle: TheEconomic Impact of Advertising in Perspective, 68
XXX
Detailed Contents xxxi
The Social Impact of Advertising, 69
Deception in Advertising, 69 The Effect of Advertising on Our Value System,70 The Proliferation of Advertising, 71 The Use of Stereotypes inAdvertising, 72 Offensiveness in Advertising, 74 The Social Impact ofAdvertising in Perspective, 75 *
Social Responsibility and Advertising Ethics, 76
Advertisers'Social Responsibility, 76 Ethics of Advertising, 77
How Government Regulates Advertising, 80
Government Restraints on International Advertisers, 81
Current Regulatory Issues Affecting U.S. Advertisers, 82
Freedom of Commercial Speech, 82 Consumer Privacy, 86
Federal Regulation of Advertising in North America, 87
The U.S. Federal Trade Commission, 87 The Food and Drug Administration(FDA), 90 The Federal Communications Commission (FCC), 92 The Patentand Trademark Office and the Library of Congress, 92
State and Local Regulation, 93
Regulation by State Governments, 93 Regulation by Local Governments, 94
Nongovernment Regulation, 94
The Better BusinessBureau (BBB), 95 The A D L A B 3 _ ANational Advertising Unfair and Deceptive Practices inReview Council (NARC), Advertising, 7195 Regulation by the ETHICAL ISSUESMedia, 96 Regulation by Advertising and Subliminal Persuasion, 78Consumer Groups, M Y AD CAMPAIGN 398 Self-Regulation by ' Your Assignment, 80Advertisers, 99 Self- AD LAB 3-BRegulation by Ad Agencies The Importance of Good Legal Counsel inand Associations, 99 Advertising, 83
The Ethical and Legal EditortaTo^Advertising: It's Adversarial, 97Aspects of Advertising in P E O P L E BEHIND THE ADSPerspective, 102 Edward Boyd, Pepsi North America, 100
4. The Scope of Advertising: From Local to Global, 106
The Advertising Industry, 109
The Organizations in Advertising, 109 The People in Advertising 110
The Advertisers (the Clients), 110
Local Advertising: Where the Action Is, 110 Regional and NationalAdvertisers, 116 Transnational Advertisers, 119
The Advertising Agency, 121
The Role of the Advertising Agency, 122 Types of Agencies, 122 WhatPeople in an Agency Do, 126 How Agencies Are Structured, 129 HowAgencies Are Compensated, 130 The In-House Agency, 132
The Client/Agency Relationship, 132
How Agencies Get Clients, 132 Stages in the Client/Agency Relationship,133 Factors Affecting the Client/Agency Relationship, 138
xxxii Detailed Contents
Part Two
The Suppliers in Advertising, 138
Art Studios and Web Designers,138 Printers and RelatedSpecialists, 138 Film and VideoHouses, 139 ResearchCompanies, 139
The Media of Advertising, 139
Print Media, 140 ElectronicMedia, 141 Digital InteractiveMedia, 141 Out-of-Home Media,141 Direct Mail, 141 OtherMedia, 144 Media around theWorld, 144
Crafting Marketing andAdvertising Strategies
MY AD CAMPAIGN 4-ACreating Local Advertising, 111
MY AD CAMPAIGN 4-BCreating Local Advertising, 115
AD LAB 4-AThe Co-op Marriage, 116
AD LAB 4-BHow Big Is the Agency Business, 123
ETHICAL ISSUESAccounting for Account Reviews, 134
MY AD CAMPAIGN 4-CAgency Review, 136
MY AD CAMPAIGN 4-DWays to Be a Better Client, 137
PEOPLE BEHIND THE ADSNancy Hill, 142
5. Marketing and Consumer Behavior: The Foundations ofAdvertising, 150
The Larger Marketing Context of Advertising, 152
The Relationship of Marketing to Advertising, 153 Customer Needs andProduct Utility, 153 Exchanges, Perception, and Satisfaction, 153
The Key Participants in the Marketing Process, 156
Customers, 156 Markets, 156 Marketers, 158
Consumer Behavior: The Key to Advertising Strategy, 158
The Importance of Knowing the Consumer, 158 The Consumer DecisionProcess: An Overview, 159
Personal Processes in Consumer Behavior, 160
The Consumer Perception Process, 160 Learning and Persuasion: HowConsumers Process Information, 163 The Consumer Motivation Process, 168
Interpersonal Influences onConsumer Behavior, 170
Family Influence, 170 SocietalInfluence, 170 Cultural andSubcultural Influence, 174
Nonpersonal Influences onConsumer Behavior, 176
Time, 176 Place, 176Environment, 176
6.
AD LAB 5-AUnderstanding Needs and Utility, 154
MY AD CAMPAIGN 5Understanding What Consumers Look forin a Product, 167
ETHICAL ISSUESHelping an Industry Look like America, 171
AD LAB 5-BApplying Consumer Behavior Principles toAd Marking, 177
PEOPLE BEHIND THE ADSJon Steel, 178The Purchase Decision and
Postpurchase Evaluation, 177
Market Segmentation and the Marketing Mix:Determinants of Advertising Strategy, 184
The Market Segmentation Process, 186
Segmenting the Consumer Market: Finding the Right Niche,187 Psychographic Segmentation, 195 Segmenting Business andGovernment Markets: Understanding Organizational Buying Behavior,198 Aggregating Market Segments, 202
Detailed Contents xxxiii
The Target Marketing Process, 204
Target Market Selection, 204 The Marketing Mix: A Strategy for MatchingProducts to Markets, 204
Advertising and the Product Element, 207
Product Life Cycles, 207 Product Classifications, 209 Product Positioning,210 Product Differentiation, 211 Product Branding, 211 ProductPackaging, 213
Advertising and the Price Element, 214
Key Factors Influencing Price, 214
Advertising and the Distribution (Place) Element, 216
Direct Distribution, 216Indirect Distribution, 217Vertical MarketingSystem: The Growth ofFranchising, 219
Advertising and theCommunication(Promotion) Element, 219
Personal Selling, 220Advertising, 220 DirectMarketing, 220 PublicRelations, 220Collateral Materials, 221Sales Promotion, 223
The Marketing Mix inPerspective, 223
ETHICAL ISSUESBrand Niching May Cause BrandSwitching, 194
AD LAB 6-AMarket Segmentation: A Dog of a Job, 198
AD LAB 6-BUnderstanding the Product Element:Starbucks Coffee, 205
MY AD CAMPAIGN 6Segmenting the Audience, 206
AD LAB 6-CStarbucks and the Place Element, 217
AD LAB 6-DPrice and Promotion, 221
PEOPLE BEHIND THE ADSTere and Joe Zubi, Founders, ZubiAdvertising, 222
7. Research: Gathering Information for AdvertisingPlanning, 226
The Need for Research in Marketing and Advertising, 229
What Is Marketing Research?, 229 What Is Advertising Research?, 230
Applying Research to Advertising Decision Making, 230
Advertising Strategy Research, 231 Developing Creative Concepts, 233Pretesting and Posttesting, 234
Steps in the Research Process, 236
Step 1: Analyzing the situation and Defining the Problem, 237 Step 2:Conducting Informal (Exploratory) Research, 23 7 Step 3: EstablishingResearch Objectives, 239 Step 4:Conducting Formal
MY AD CAMPAIGN 7-AResearch, 240
MY AD CAMPAIGN 7-BMethods for Pretesting Ads, 244Methods for Posttesting Ads, 245
ETHICAL ISSUESResearch Statistics Can Be Friends orFoes, 248
MY AD CAMPAIGN 7-CDeveloping an Effective Questionnaire, 252
PEOPLE BEHIND THE ADSGeorge Gallup, 254
Research, 239 Step 5:Interpreting and Reportingthe Findings, 247
Important Issues inAdvertising Research, 248
Considerations inConducing FormalQuantitative Research,248 Collecting PrimaryData in InternationalMarkets, 252
xxxiv Detailed Contents
8.
9.
Marketing and Advertising Planning, 258
The Marketing Plan, 26l
The Mission Statement, 261 The Situation Analysis, 261 The MarketingObjectives, 262 The Marketing Strategy, 265 How Small CompaniesPlan: Bottom-Up Marketing, 268
Relationship Marketing, 270
The Importance of Relationships, 270 Levels of Relationships, 271
The Dimensions of IMC, 2 75 The IMC Approachto Marketing and AdvertisingPlanning, 275 The Importance of . .IMC to the Study of Advertising, 278
The Advertising Plan, 278
Reviewing the Marketing Plan,278 Setting AdvertisingObjectives, 278 AdvertisingStrategy and the Creative Mix,281 The Secret to SuccessfulPlanning, 285
Allocating Funds forAdvertising, 286
Advertising: An Investment inFuture Sales, 286 Methods ofAllocating Funds, 291 TheBottom Line, 295
Planning Media Strategy:Disseminating theMessage, 298
Media Planning: IntegratingScience with Creativity inAdvertising, 301
The Challenge, 302 The Role ofMedia in the MarketingFramework, 309 The Media-Planning Framework, 311
Defining Media Objectives, 311
Audience Objectives,311 Message-DistributionObjectives, 312 OptimizingReach, Frequency, and Continuity:The Art of Media Planning, 316
MY AD CAMPAIGN 8-ADeveloping the Situation Anylysis, 263
AD LAB 8-AThe Strategies of Marketing Warfare, 266
ETHICAL ISSUESA War of Comparisons, 268
MY AD CAMPAIGN 8-BThe SWOT Anylysis, 273
MY AD CAMPAIGN 8-CDeveloping Advertising Objectives, 282
AD LAB 8-BThe Economic Effect of Advertising onSales, 287
PORTFOLIO REVIEWStrategic Use of the Creative Mix, 288
MY AD CAMPAIGN 8-DWays to Set Advertising Budgets, 291
PEOPLE BEHIND THE ADS:Cie Nicholson, CMO, PepsiCo NorthAmerica, 293
AD LAB 9-AOff-the-Wall Media That Pull CustomersOff the Fence, 304
ETHICAL ISSUESThe Ethical Dilemmas of AgencyCompensation, 308
MY AD CAMPAIGN 9Developing Media Objectives andStrategies, 325
AD LAB 9-BMedia Selection: A Quicklist ofAdvantages, 327
PEOPLE BEHIND THE ADSKen Cervantes, MediaVest, 332
Developing a Media Strategy: TheMedia Mix, 318
Elements of the Media Mix: The Five Ms, 318 Factors That Influence MediaStrategy Decisions, 319 Stating the Media Strategy, 325
Media Tactics: Selecting and Scheduling Media Vehicles, 326
Criteria for Selecting Individual Media Vehicles, 326 Economics of ForeignMedia, 329 The Synergy of Mixed Media, 330 Methods for SchedulingMedia, 330 Computers in Media Selection and Scheduling, 331
Detailed Contents
Part Three Creating Advertisements and Commercials
10. Creative Strategy and the Creative Process, 336
The Creative Team: The Originators of Advertising Creativity
What Makes Great Advertising?, 339
The Resonance Dimension, 340 The Relevance Dimension, 341
Formulating Advertising Strategy: The Key to Great Creative, 341
Writing the Creative Brief (Copy Platform), 342 Elements of MessageStrategy, 343
How Creativity Enhances Advertising, 344
What Is Creativity? 344 The Role Of Creativity In Advertising, 344Understanding Creative Thinking, 347
The Creative Process, 349
The Explorer Role:Gathering Information, 350
Develop an InsightOutlook, 351 Know theObjective, 351Brainstorm, 351
The Artist Role: Developingand Implementing the BigIdea, 351
Task 1: Develop the BigIdea, 351 Task 2:Implement the BigIdea, 356 The CreativePyramid: A Guide toFormulating Copy andArt, 356
The Judge Role: Decision Time, 361
The Warrior Role: Overcoming Setbacks and Obstacles, 362
AD LAB 10-AThe. Psychological Impact of Color, 346
MY AD CAMPAIGN 10The Creative Brief, 353
ETHICAL ISSUESDoes Sex Appeal?, 358
AD LAB 10-BApplying the Creative Pyramid toAdvertising, 361
AD LAB 10-CThe Creative Gymnasium, 363
PORTFOLIO REVIEWThe Creative Director's Greatest Ads, 364
PEOPLE BEHIND THE ADSTim Piper, Associate Creative Director,Ogilvy & Mather, Toronto, 368
11. Creative Execution: Art and Copy, 372
Delivering on the BigIdea: The Visual and theVerbal, 375
The Art of Creating PrintAdvertising, 375
Designing the Print Ad,3 75 The Use of Layouts,3 75 Advertising Designand Production: TheCreative and ApprovalProcess, 376 CreatingEffective Layouts: Tools andFormats, 379
The Use of Visuals in PrintAdvertising, 381
AD LAB 11-AThe Role of the Advertising Artist, 377
MY AD CAMPAIGN 1 1-AProduct Facts for Creatives, 378
MY AD CAMPAIGN 1 1-BCreating Great Headlines, Copy, andVisuals, 382
PORTFOLIO REVIEWThe Art Director's Guide to LayoutStyles, 384
MY AD CAMPAIGN 11-CDesign Principles, 387
ETHICAL ISSUESImitation, Plagiarism, or Flattery?, 390
MY AD CAMPAIGN 1 1-DWriting Effective Copy, 393
xxxvi Detailed Contents
Copywriting and Formats for PrintAdvertising, 388
Headlines, 388 Subheads, 391Body Copy, 391 Slogans, 394Seals, Logos, and Signatures, 395
Copywriting for ElectronicMedia, 395
Writing Radio Copy, 395 WritingTelevision Copy, 396
MY AD CAMPAIGN 11-ECreating Effective RadioCommercials, 397
MY AD CAMPAIGN 1 1-FCreating Effective TV Commercials, 398
AD LAB 1 1 -BCreative Ways to Sell on Radio, 400
PEOPLE BEHIND THE ADSAlex Bogusky, Cochairman,Crispin Porter + Bogusky, 406
The Role of Art in Radio and TVAdvertising, 398
Developing the Artistic Concept for Commercials, 398 Formats for Radio andTV Commercials, 399 Basic Mechanics of Storyboard Development, 403
Writing for the Internet, 404
Creating Ads for International Markets, 405
Translating Copy, 408 Art Direction for International Markets, 409 LegalRestraints on International Advertisers, 409
12. Producing Ads for Print, Electronic, and Digital Media, 414
Managing the Advertising Production Process, 416
The Role of the Production Manager or Producer, 416 Managing ProductionCosts, 417
. The Print Production Process, 421
The Preproduction Phase: Planning the Project, 421 The Production Phase:Creating the Artwork, 424 The Prepress Phase: Stripping, Negs, and Plates,427 The Duplication and Distribution Phase: Printing, Binding, andShipping, 428
Quality Control in Print Production, 429
Production Phase Quality Issues, 429 Prepress Quality Issues, 429
The Radio Commercial Production Process, 438
Preproduction, 438 Production:Cutting the Spot, 439Postproduction: Finishing theSpot, 440
The Television CommercialProduction Process, 440
The Role of the CommercialProducer, 440 The PreproductionPhase, 440 Production: TheShoot, 443 Postproduction, 445
Producing Advertising for DigitalMedia, 446
The Emergence of Digital Media,446 The Role of Digital Media inAdvertising, 447 The People WhoProduce Digital MediaAdvertising, 450 The ProductionProcess, 450
AD LAB 12-AThe Characteristics of Type, 422
PORTFOLIO REVIEWCreative Department: From Conceptthrough Production of a Magazine Ad andTelevision Commercial, 430
MY AD CAMPAIGN 12Producing Ads, 437
AD LAB 12-BThe Film versus Tape Decision, 443
ETHICAL ISSUESClosed-Circuit Programming, 448
PEOPLE BEHIND THE ADSJohn Posey, 449
Detailed Contents xxxvii
Part Four Using Advertising Media
13. Using Print Media, 454
The Role of the Print Media Buyer, 456
Using Magazines in the Creative Mix, 457
The Pros and Cons ofMagazine Advertising,457 Special Possibilitieswith Magazines,457 How Magazines AreCategorized,460 Geography,461 Size, 465
Buying MagazineSpace, 465
Understanding MagazineCirculation, 465 ReadingRate Cards, 467 Softwarefor Buying PrintMedia, 468
Using Newspapers in theCreative Mix, 468
Who Uses Newspapers?,469 The Pros and Consof Newspaper Advertising,469 How Newspapers AreCategorized, 470 Types ofNewspaper Advertising, 473
How Advertisers Buy Newspaper Space, 473
Understanding Readership and Circulation, 473 Co-ops andNetworks, 476 Insertion Orders and Tearsheets, 477
Print: A Worldwide Medium, 478
Print Media and New Technologies, 480
Sources of Print Media Information, 482
MY AD CAMPAIGN 13-AThe Pros and Cons of MagazineAdvertising, 458
AD LAB 13-AMagazines and the Creative Mix, 459
AD LAB 13-BInnovations in Magazine Advertising, 460
PORTFOLIO REVIEWOutstanding Magazine Ads, 462
MY AD CAMPAIGN 13-BThe Pros and Cons of NewspaperAdvertising, 470
AD LAB 13-CNewspapers and the Creative Mix, 471
ETHICAL ISSUESWhat's at Stake with Sweepstakes, 477
MY AD CAMPAIGN 13-CPlanning and Evaluating Print Media 479
PEOPLE BEHIND THE ADSLinda Johnson Rice, Publisher,Ebony Magazine, 481
14. Using Electronic Media: Television and Radio, 486
The Medium ofTelevision, 489
Broadcast TV, 489 CableTV, 489 TV AudienceTrends, 492 The Use ofTelevision in IMC,494 Types of TVAdvertising, 495
Cable Ratings,503 Defining TelevisionMarkets, 503 Dayparts,503 Audience Measures,504 Gross RatingPoints, 505
MY AD CAMPAIGN 14-APlanning and Buying TV and Radio, 490
MY AD CAMPAIGN 14-BThe Pros and Cons of Broadcast TVAdvertising, 492
MY AD CAMPAIGN 14-CThe Pros and Cons of Cable TVAdvertising, 495
ETHICAL ISSUESAdvertising to Children: Child's Play?, 499
AD LAB 14-AWhere Do Those Infamous TV RatingsCome From?, 502
xxxviii Detailed Contents
Buying Television Time, 505
Requesting Avails, 506 SelectingPrograms for Buys,506 Negotiating Prices andContracts, 506 Electronic MediaBuying Software, 506
Other Forms of Television, 508
The Medium of Radio, 508
Who Uses Radio, 508 The Use ofRadio in IMC, 509 RadioProgramming and Audiences, 509
Buying Radio Time, 511
Types of Radio Advertising, 511 Radio Terminology, 513 The Seven Steps inPreparing a Radio Schedule, 515
AD LAB 14-BGetting "You're Out" on TV, 507
MY AD CAMPAIGN 14-DThe Pros and Cons of RadioAdvertising, 512,;
AD LAB 14-CThe Reports That Make or Break RadioStations, 513
PEOPLE BEHIND THE ADSJoe Uva, CEO, Univision, 516
15. Using Digital Interactive Media, 520
Digital Interactive Media, 524
The Internet as a Medium, 526
A Brief History of the Internet and the World Wide Web, 528 The InternetAudience, 529
Measuring the Internet Audience, 531
How People Access the Internet, 531 How People Use the Internet, 531Media Planning Tools, 532 The Promise of Enhanced Tracking, 532Seeking Standardization, 534
Buying Time and Spaccon the Internet, 535
Pricing Methods, 535 The Cost of Targeting, 53 7 Stretching Out the Dollars,538 Types of Internet Advertising, 538 Search Engine Marketing,539 Problems with the Internet as an Advertising Medium, 550 Using theInternet in IMC, 550
The Global Impact of theInternet, 551
The Rise of Social Media, 552
Other Interactive Media, 552
DVD Catalogs and Magazines,553 Kiosks, 553Interactive TV, 553 Mobile PhoneAdvertising, 555
AD LAB 15-AInternet Ratings: The Next Frontier, 533
ETHICAL ISSUESIt's Not Always Good to Share, 536
PORTFOLIO REVIEWAdvertising on the Internet, 540
MY AD CAMPAIGN 15-AUsing Interactive Media, 550
PEOPLE BEHIND THE ADS ,Mark Zuckerberg, CEO, Facebook, 554
16. Using Out-of-Home,Exhibitive, and SupplementaryMedia, 560
Out-of-Home Media, 563
Outdoor Advertising, 563
Standardization of the Outdoor Advertising Business, 564 Types of OutdoorAdvertising, 565 Buying Outdoor Advertising, 567 Regulation of OutdoorAdvertising, 574
Detailed Contents xxxix
Transit Advertising, 574 AD LAB 16-ATypes of Transit j How to Use Type and Color in BillboardAdvertising, 574 Buying \ Advertising, 566Transit Advertising, 576 PORTFOLIO REVIEW
Out-of-Home Advertising, 568Other Out-of-Home ETHICAL ISSUESMedia, 578 Does Spillover Need Mopping Up?, 575
Mobile Billboards, 578 \ MY AD CAMPAIGN 16-AElectronic Signs and Using Out-of-Home, Exhibitive, andDisplay Panels, 578 Supplementary Media, 577Parking Meters and Public PEOPLE BEHIND THE ADSPhones 578 '• C l i f f M a r k s ' CineMedia, 586
Exhibitive Media, 578
Product Packaging, 578Trade-Show Booths and Exhibits, 581
Supplementary Media, 582
Specialty Advertising, 582 Directories and Yellow pages, 583 EmergingMedia, 584
Part Five Integrating Advertising with Other Elementsof IMC
17. Relationship Building: Direct Marketing, Personal Selling, andSales Promotion, 592
The Importance of Relationship Marketing and IMC, 595
Understanding Direct Marketing, 595
The Role of Direct Marketing in IMC, 597
The Evolution of Direct Marketing, 597 The Impact of Databases on DirectMarketing, 598 The Importance of Direct Marketing to IMC, 599Drawbacks to Direct Marketing, 602
Types of Direct Marketing Activities, 603
Direct Sales, 603 Direct-Response Advertising, 604 Direct-Mail Advertising:The Addressable Medium, 604
Personal Selling: The Human Medium, 612
Types of Personal Selling, 613 Advantages of Personal Selling, 613Drawbacks of Personal Selling, 614
The Role of PersonalSelling in IMC, 614 ETHICAL ISSUES
Gathering Information, 614 Political Advertising: PositivelyProviding Information, 615 Negative, 600Fulfilling Orders, 615 M Y A D CAMPAIGN 17-ABuilding Relationships, 616 Developing a Plans Book, 607
AD LAB 17-AThe Role of Sales Developing Effective Direct-MailPromotion in IMC, 6l6 Packages, 610
The Positive Effect of Sales ADLAB17-BPromotion on Brand A p p l y i " g Pu£'T>u" Strategies to Salesir t si-, ru *.T • Promotion, 622Volume, 617 The Negative p y H EEffect of Sales Promotion H o w a r d D D r a f t f c b |on Brand Value, 617 -
xl Detailed Contents
Sales Promotion Strategies and Tactics, 618
Giving Brands a Push with Trade Promotions, 619
Using Consumer Promotions to Pull Brands Through, 622
4
18. Relationship Building: Public Relations, Sponsorship, andCorporate Advertising, 632
The Role of Public Relations, 634
The Difference between Advertising and Public Relations, 635 Advertisingand PR in the Eyes of Practitioners, 63 7
The Public Relations Job, 638
PR Planning and Research, 638Reputation Management, 639Other Public RelationsActivities, 641 Public RelationsTools, 644
Sponsorships and Events, 647
The Growth of Sponsorship, 648Benefits of Sponsorship, 649Drawbacks of Sponsorship, 650Types of Sponsorship,650 Methods ofSponsorship, 653 MeasuringSponsorship Results, 654
Corporate Advertising, 654
Public Relations Advertising, 654 Corporate/Institutional Advertising,655 Corporate Identity Advertising, 663 Recruitment Advertising, 663
Epilogue Repositioning a Brand, 666
Appendix A Marketing Plan Outline, 679
Appendix B Advertising Plan Outline, 686
Important Terms, 690
End Notes, 715
Credits and Acknowledgments, 733
When Is Advertising Not ReallyAdvertising, 636
AD LAB 18-A"Green" Advertising, 642
MY AD CAMPAIGN 18-ACorporate Blogging, 644M y A D C A M P A I G N , 8 _ B
The Client Presentation, 646
AD LAB 18-BDavid Ogilvy on CorporateAdvertising, 656
PEOPLE BEHIND THE ADSTara Lamberson, MindComet, 657
PORTFOLIO REVIEWCorporate Advertising, 658