You are here

The Advertising Business
Share

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?  

Preview this book

For instructors

This book is not available as an inspection copy. For more information contact your local sales representative.

Select a Purchasing Option

ISBN: 9780761912392
£87.00

SAGE Knowledge is the ultimate social sciences digital library for students, researchers, and faculty. Hosting more than 4,400 titles, it includes an expansive range of SAGE eBook and eReference content, including scholarly monographs, reference works, handbooks, series, professional development titles, and more.

The platform allows researchers to cross-search and seamlessly access a wide breadth of must-have SAGE book and reference content from one source.

SAGE Knowledge brings together high-quality content from across our imprints, including CQ Press and Corwin titles.