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The Advertising Business
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The Advertising Business
Operations, Creativity, Media Planning, Integrated Communications

First Edition


March 1999 | 560 pages | SAGE Publications, Inc
This authoritative and comprehensive handbook of successful advertising practices addresses such aspects of the business as: agency operation, creativity, media planning, operations and speciality advertising.

The distinguished contributors reflect a global mix of academic and professional backgrounds, and most chapters - complemented by a few adaptations of classic articles - have been specifically written for this volume. The result is a single `knowledge bank' of theory and practice for advertising students and professionals.

John Philip Jones
Introduction
The Advertising Business

 
 
PART ONE: HOW AGENCIES OPERATE
Eric Mower
Agency Management
Some Secrets

 
Jay Quinn
The Account Executive in an Advertising Agency
Nicholas Staveley
Account Planning
A British Perspective

 
Damian O'Malley
Account Planning
An American Perspective

 
Jeremy Bullmore
The Advertising Creative Process
John L Sellers
The Art Director
John Philip Jones
Budgeting for Advertising and the Advertising-Intensiveness Curve
Carla V Lloyd
Advertising Media
A Changing Marketplace

 
Debra L Merskin
The Media Buyer in the Advertising Agency
Rana S Said
Advertising Agency Compensation Systems
Randall Rothenberg
New Business Activity
Account Reviews

 
John Philip Jones
The Culture of an Advertising Agency
 
PART TWO: CREATIVE ASPECTS
John Philip Jones
Strategy in Advertising
Herbert E Krugman
Television Advertising
Learning without Involvement

 
Jeremy Bullmore
Humor in Television Advertising
A Practitioner's View

 
Paula Pierce
Humor in Television Advertising
A Researcher's View

 
Celebrities in Advertising

Abhilasha Mehta
Esther Thorson
Emotion and Advertising
John Philip Jones
Hierarchies of Effect
Advertising Theories

 
Carri Brown, Betzi-Lynn Hanc and Nujchayada Pangsapa
Cognitive Dissonance and Selective Perception
Their Relevance to Advertising

 
John Philip Jones
The Creative Characteristics of Successful Television Advertising
Jan S Slater
Comparative Advertising
John Philip Jones
The Unique Selling Proposition and Usage-Pull
David Ogilvy
Truth and Weasels
Jan S Slater
Television Production Costs
 
PART THREE: MEDIA ASPECTS
Stephen P Phelps
Media-Medium-Mediorum
Media Definitions

 
Erwin Ephron
Television Advertising
Continuity Scheduling (Advertising without Gaps)

 
John Philip Jones
What Does Effective Frequency Mean Today?
Brian Philip Webster
Barter Syndication
Jeremiah L Rosen, Laura A York and Aileen (Shih-I) Ku
Cable Television
 
PART FOUR: SALES PROMOTIONS AND SPECIALIST MEDIA
John Philip Jones
Trends in Promotions
Don E Schultz
Integrated Marketing Communications and How It Relates to Traditional Media Advertising
John Deighton
Integrated Marketing Communications in Practice
Rex Briggs
A Roadmap to On-line Marketing Strategy
Sidney C Liebenson
Direct Marketing
Emily Soell
Direct-Response Advertising
Creative Principles

 
John Philip Jones
Promotions and Advertising
Comparison of Effectiveness

 
William H Bolen
Specialty Advertising
Shirley F Taylor and Peggy H Cunningham
Event Marketing
Rick Burton
Sports Advertising and the Super Bowl
Beth E Barnes
Business-to-Business Advertising
Jan S Slater
Product Packaging
The Silent Salesman

 
Ian R Bruce
Public Relations and Advertising
 
PART FIVE: LEGISLATION AND ETHICS
Jay B Wright
The Supreme Court of the United States and the First Amendment Protection of Advertising
Peggy H Cunningham
Ethics of Advertising
Oxymoron or Good Business Practice?

 

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ISBN: 9780761912392
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