Practice of Advertising, Fifth Edition

Front Cover......Page 1
The Practice of Advertising......Page 4
Copyright Page......Page 5
Contents......Page 6
List of Contributors......Page 18
Preface......Page 25
1.1 What does marketing mean?......Page 26
1.2 The marketing concept......Page 28
1.4 The changing marketing environment......Page 29
1.5 Customers and their behaviour......Page 32
1.6 The need for marketing research......Page 34
1.7 The 'old' marketing mix......Page 37
1.8 The modern marketing mix......Page 39
1.9 Strategic marketing planning......Page 41
1.10 Marketing communications......Page 44
1.12 Summary......Page 45
Notes......Page 46
2.1 What is advertising?......Page 48
2.3 A history of theories......Page 49
2.4 What acts on whom – individuals and herds......Page 53
2.5 Individuals' reaction to advertising......Page 57
2.6 King's scale of immediacy......Page 64
2.8 Towards a synthesis......Page 65
Notes......Page 67
3.1 Introduction......Page 69
3.2 Integrated marketing communications in action......Page 70
3.3 The benefits of integration......Page 75
3.5 Introducing an integrated marketing programme......Page 80
3.6 Summary......Page 82
Further reading......Page 83
4.1 Who or what is 'the advertiser'?......Page 84
4.2 The value of the brief......Page 89
4.3 Why use an agency?......Page 90
4.5 So what of the responsibility of the advertiser?......Page 91
4.7 Summary......Page 92
5.2 The origin of the advertising agency......Page 94
5.3 The evolution of the advertising agency......Page 95
5.4 Types of advertising agency......Page 99
5.5 The structure of a modern advertising agency......Page 103
5.6 The client brief......Page 110
5.7 Agency remuneration......Page 111
5.8 Managing client/agency relationships......Page 114
5.9 Summary......Page 115
Further reading......Page 116
6.1 Setting the scene......Page 117
6.2 Television......Page 120
6.3 The press......Page 132
6.4 Radio......Page 136
6.5 Cinema......Page 137
6.6 Outdoor advertising......Page 138
6.7 The internet......Page 140
6.9 Conclusions......Page 141
Further reading......Page 142
7.1 What is it?......Page 143
7.2 The creative department......Page 144
7.3 Drivers of advertising creativity......Page 146
7.4 Creating the creative idea......Page 148
7.5 How do creative teams create?......Page 150
7.6 Ten tips on how to judge creativity......Page 152
7.7 Selling creativity......Page 153
7.8 Discussion points......Page 154
Further reading......Page 156
8.1 Introduction......Page 157
8.2 Tasks (technical breakout on pre-press and publication specifications)......Page 158
8.3 Trends (the agency model now and the future?)......Page 171
8.5 Case study......Page 173
8.6 Summary......Page 174
Useful links......Page 175
9.1 TV production......Page 176
9.5 Summary......Page 181
10.1 Introduction......Page 183
10.4 Paper sizes......Page 184
10.5 Desktop publishing......Page 185
10.6 Pre-press......Page 186
10.7 Process printing......Page 187
10.9 Traditional processes......Page 188
10.10 Post-press activities......Page 195
10.12 Summary......Page 196
11.1 Situation assessment......Page 198
11.2 Setting your specific campaign objectives......Page 201
11.3 Determining your advertising budget......Page 203
11.4 The advertising brief......Page 205
11.5 Putting the plan into effect......Page 212
11.6 Evaluation of results......Page 213
Further reading......Page 214
12.1 Introduction......Page 215
12.2 Service suppliers – their focus......Page 217
12.4 Finding outside suppliers......Page 219
12.5 Appointing an agency......Page 221
12.6 Briefing an agency......Page 222
12.7 Judging proposals......Page 226
12.9 Managing the relationship......Page 227
Notes......Page 233
13.1 The purpose of media research......Page 234
13.2 The organisation of media research......Page 235
13.3 Television: BARB......Page 236
13.5 Press: The National Readership Survey Ltd......Page 239
13.6 Press: JICREG......Page 243
13.8 Radio RAJAR......Page 244
13.9 Cinema: CAVIAR......Page 245
13.10 Outdoor advertising: POSTAR......Page 246
13.12 All media: TGI......Page 248
Further reading......Page 249
Useful websites......Page 250
14.2 Introduction: what is consumer research and why do it?......Page 251
14.3 The basic principles and methods of consumer research......Page 252
14.5 Where research fits into the advertising process......Page 257
14.6 Types of research study used in advertising......Page 259
14.7 Summary of consumer research methods and their application to advertising......Page 269
Further reading......Page 270
15.1 A note on nomenclature......Page 271
15.2 Why business marcoms is different......Page 272
15.3 Business marcoms seldom sets out to generate a sale directly......Page 273
15.4 Information is needed for a rational market......Page 274
15.6 In business marcoms, lunch is a medium......Page 275
15.7 A model for the business marcoms mix......Page 278
15.8 Some threats to the model......Page 281
15.10 Summary......Page 284
16.1 Introduction......Page 286
16.2 Successful services advertising......Page 287
16.3 Halifax plc......Page 288
16.4 Conclusions......Page 291
16.5 Summary......Page 292
17.1 Introduction......Page 293
17.2 How is recruitment advertising different?......Page 294
17.3 The changing role of the recruitment advertising agency......Page 296
17.4 The Internet......Page 297
17.5 Service levels and expertise......Page 299
17.6 Agency structures......Page 300
17.8 Sources of income and costing models......Page 302
17.9 The future challenge......Page 304
Notes......Page 305
18.2 The nature of directories......Page 306
18.3 Growth of directories......Page 307
18.4 Directories as a medium......Page 308
18.5 Publishing directories......Page 310
18.6 Development of directories as a medium......Page 311
18.7 Choosing a directory......Page 313
18.8 Designing a directory advertisement......Page 316
18.10 Co-operative campaigns......Page 318
18.11 Measuring the success of directory advertisements......Page 319
18.13 Summary......Page 320
Further reading......Page 321
19.1 Introduction......Page 322
19.2 What is international advertising?......Page 323
19.3 The practical side of international advertising......Page 326
19.4 Summary......Page 334
Regular reading......Page 335
20.2 How it all began......Page 336
20.3 Setting the objectives......Page 337
20.4 Defining the strategy......Page 338
20.5 The budget......Page 340
20.6 The brief......Page 341
20.7 Techniques and mechanics......Page 342
20.8 Research and evaluation......Page 346
20.9 Creativity......Page 348
20.10 Communication......Page 349
20.11 Promotion administration......Page 350
20.12 Premium sourcing and buying......Page 351
20.13 Europe......Page 353
20.15 Summary......Page 354
21.1 Introduction......Page 356
21.2 How the self regulatory system works......Page 357
21.3 Advertising Standards Authority......Page 358
21.4 Committee of Advertising Practice......Page 360
21.5 New media......Page 366
21.7 The law......Page 367
20.9 Conclusions......Page 370
Further reading......Page 371
22.2 Characteristics of agency practitioners......Page 373
22.3 Background to industry training......Page 374
22.4 The industry approach to training......Page 375
22.6 Professional qualifications......Page 377
22.8 Summary......Page 380
Organisations......Page 381
Index......Page 384