Advertising management:
Gespeichert in:
| Beteiligte Personen: | , , |
|---|---|
| Format: | Buch |
| Sprache: | Englisch |
| Veröffentlicht: |
London
Prentice-Hall Internat.
1996
|
| Ausgabe: | 5. ed. |
| Schlagwörter: | |
| Links: | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=007332886&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| Umfang: | XIII, 754 S. Ill., graph. Darst. |
| ISBN: | 013520917X |
Internformat
MARC
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Datensatz im Suchindex
| _version_ | 1819297734873579520 |
|---|---|
| adam_text | CONTENTS
Preface xi
PART I INTRODUCTION
Chapter 1 The Field of Advertising Management 3
The Advertiser 5
Facilitating Institutions 12
Perspectives on Advertising 32
Summary 34
Discussion Questions 35
Notes 36
Chapter 2 Advertising Planning and
Decision Making 38
Planning Framework 39
Marketing Strategy and Situation Analysis 39
The Marketing Plan 44
The Communication and Persuasion Process 45
The Advertising Plan 49
Facilitating Agencies 52
Social, Legal, and Global Factors 53
Summary 54
Discussion Questions 55
Notes 56
Readings What Happened to Advertising? 56
Do You Need Your Ad Agency? 63
j •
iV CONTENTS
Part II Objective Setting and Market Positioning
Chapter 3 integrated Marketing Communications 71
The Role of Advertising within the Marketing
Program 72
The Role of Advertising within the
Communications Mix 73
Direct or Database Marketing 74
Sales Promotions 81
Other Action Oriented Communications 91
Public Relations 96
Integrating the Different Elements 99
Summary 104
Discussion Questions 105
Notes 106
Chapter 4 Setting Goals and Objectives 108
Function of Objectives 109
Behavioral Dynamics 112
Advertising Response Variables Intervening
between Advertising and Action 121
Specifying the Target Segment 129
The DAGMAR Approach 130
Summary 145
Discussion Questions 146
Notes 147
Appendix Regional Brand of Beer 148
Cranberries 149
Diagnostic Case 150
Chapter 5 How Advertising Works: Some Research
Results 151
Research Stream One: Focus on Exposure, Salience,
and Familiarity 153
Research Stream Two: Low Involvement Learning 155
CONTENTS V
Research Stream Three: Central Versus Peripheral
Routes to Persuasion and the Elaboration
Likelihood Model 157
Research Stream Four: The Cognitive
Response Model 163
Research Stream Five: The Relationship between
Recall and Persuasion 166
Summary 168
Discussion Questions 169
Notes 170
Chapter 6 Segmentation and Positioning 173
Segmentation Strategy 174
Positioning Strategies 190
Determining the Positioning Strategy 201
Making the Positioning Decision 210
Summary 213
Discussion Questions 214
Notes 215
Part ill Message strategy
Chapter 7 Attention and Comprehension 219
Attention 221
From Attention to Recall 235
Attention versus Comprehension 236
Interpretation and Comprehension 237
Summary 243
Discussion Questions 244
Notes 245
Chapter 8 understanding Benefit Based Attitudes 249
Attitude Levels and Components 250
Means Ends and Laddering Analysis 256
Identifying Important Attributes or Benefits 258
Using Multiattribute Attitude Models 264
Vi CONTENTS
Segmentation Using Attitude Structure 269
Summary 273
Discussion Questions 274
Notes 275
Appendix New Developments in Conjoint Analysis 277
Chapter 9 Associating Feelings with the Brand 279
When are Feelings More Important? 280
Modeling the Feeling Response to Advertising 286
Transformational Advertising: Transforming
the Use Experience 289
What Affects the Intensity of Feelings 292
Attitude toward the Advertisement 293
The Role of Classical Conditioning 296
Specific Feelings Experienced by
Audience Members 299
Summary 307
Discussion Questions 310
Notes 311
Chapter 10 Brand Equity, image, and Personality 316
Brand Equity 317
Brand Personality Associations 320
Why Are Brand Personality Associations
Important? 324
When Are Brand Personality Associations
More Important? 327
Implementing a Brand Personality Strategy 328
Summary 338
Discussion Questions 342
Notes 343
Chapter 11 Group influence and
word of Mouth Advertising 345
The Concept of Reference Groups 346
Nature of Reference Group Influences on
Brand Choice 347
CONTENTS Vil
Factors Influencing the Degree of Group Influence 349
Informational Influence: Word of Mouth
and Diffusion Processes 351
Normative Influence: How Ads Can Give Brands
Cultural Meaning 358
Summary 360
Discussion Questions 361
Notes 362
Cases Seven up 364
Canada Packers: Tenderflake 365
Reading High Performance Marketing:
An interview with Nike s Phil Knight 374
PART IV MESSAGE TACTICS
Chapter 12 Creative Approaches 389
Rational Creative Approaches 390
Emotional Creative Approaches 400
Using an Endorser 401
Distraction Effects 408
Summary 409
Discussion Questions 410
Notes 411
Chapter 13 The Art of Copy writing 414
The Creative Process: Coming up with an Idea 415
Copywriting 421
Illustrating 435
Layout 436
Types of Television Commercials 437
Creative Styles 439
Is Execution More Important Than Content? 456
Summary 458
Discussion Questions and Exercises 458
Notes 459
Vili CONTENTS
Chapter 14 Advertising Copy Testing and Diagnosis 462
Copy Testing Strategy 463
Diagnostic Copy Tests 476
Tracking Studies 480
Selecting Copy Tests: Validity and Reliability 482
Example of a Copy Test Report 489
Summary 489
Discussion Questions 491
Notes 492
Appendix Notes on Four Copy Testing services 496
Chapter 15 Production and implementation 500
The Advertising Production Process 500
A Model of the Creation and Production Process 501
The Client Agency Relationship 515
Summary 521
Discussion Questions 522
Notes 522
Reading in Advertising, What Distinguishes
a Great Client? 523
Cases Perdue Food 527
Levi Strauss Co. 533
Part V Media Strategy and Tactics
Chapter 16 Media Strategy: Setting Media Budgets 541
Economic Analysis in Setting
and Allocating Budgets 548
Simple but Questionable Budgeting Decision Rules 551
Marketing Experimentation and Budgeting 555
Regression Analysis for Budgeting 564
Studies of Optimal Repetition Frequency 568
Summary 574
Discussion Questions 575
CONTENTS IX
Appendix A Model of Adaptive Control 579
Chapter 17 Media Tactics: Allocating Media Budgets 582
Media Class Decisions 584
Media Vehicle Decisions 586
Media Option Decisions 604
Scheduling and Timing Decisions 606
Creativity in Media Planning 609
Media Buying and Organization 609
The Media Plan for the Broilers 611
Summary 613
Discussion Questions 613
Notes 614
Reading Checking In at Checkerboard Square, 617
Appendix Sources of Media Data G21
PART VI THE BROADER ENVIRONMENT
Chapter 18 Advertising Regulation 641
History of Federal Regulation of Advertising 642
What is Deceptive Advertising? 643
Determining Deception Using Advertising Research 654
Remedies 657
Competitor Lawsuits 660
Self Regulation 660
Summary 661
Discussion Questions 662
Notes 664
Chapter 19 Advertising and Society 668
A Structuring of the Issues 668
Nature and Content of Advertising 669
Effects on Values and Lifestyles 679
Economic Effects of Advertising 691
X CONTENTS
Remedies 699
Summary 700
Discussion Questions 702
Notes 704
Chapter 20 Global Marketing and Advertising 711
The Globalization of Markets 711
Global Production and Marketing:
The Argument for Globalization 713
Persisting Cultural Differences:
The Argument for Localization 713
Cross National Differences in Culture
and Consumer Behavior 715
Global Consumer Segments 717
Seeking a Balance: Planning Globally
but Acting Locally 719
Global Branding and Positioning 720
Global Advertising 721
Message Strategy 722
Message Tactics 724
Media Strategy 726
Media Tactics 727
Organizing for Global Advertising 728
Summary 730
Discussion Questions 730
Notes 730
Reading A Blueprint for Campaigns that
Travel Around the world 733
index 739
|
| any_adam_object | 1 |
| author | Batra, Rajeev Myers, John G. Aaker, David A. 1938- |
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| building | Verbundindex |
| bvnumber | BV010961379 |
| ctrlnum | (OCoLC)34850627 (DE-599)BVBBV010961379 |
| dewey-full | 659.1 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 659 - Advertising and public relations |
| dewey-raw | 659.1 |
| dewey-search | 659.1 |
| dewey-sort | 3659.1 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| edition | 5. ed. |
| format | Book |
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| id | DE-604.BV010961379 |
| illustrated | Illustrated |
| indexdate | 2024-12-20T10:03:54Z |
| institution | BVB |
| isbn | 013520917X |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-007332886 |
| oclc_num | 34850627 |
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| owner_facet | DE-19 DE-BY-UBM |
| physical | XIII, 754 S. Ill., graph. Darst. |
| publishDate | 1996 |
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| spellingShingle | Batra, Rajeev Myers, John G. Aaker, David A. 1938- Advertising management Advertising Publicité - Gestion ram Reclame gtt Advertising Management Werbestrategie (DE-588)4133682-3 gnd Verkauf (DE-588)4117346-6 gnd Werbung (DE-588)4065541-6 gnd Management (DE-588)4037278-9 gnd Werbeplanung (DE-588)4130474-3 gnd Marketing (DE-588)4037589-4 gnd |
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| title | Advertising management |
| title_auth | Advertising management |
| title_exact_search | Advertising management |
| title_full | Advertising management Rajeev Batra ; John G. Myers ; David A. Aaker |
| title_fullStr | Advertising management Rajeev Batra ; John G. Myers ; David A. Aaker |
| title_full_unstemmed | Advertising management Rajeev Batra ; John G. Myers ; David A. Aaker |
| title_short | Advertising management |
| title_sort | advertising management |
| topic | Advertising Publicité - Gestion ram Reclame gtt Advertising Management Werbestrategie (DE-588)4133682-3 gnd Verkauf (DE-588)4117346-6 gnd Werbung (DE-588)4065541-6 gnd Management (DE-588)4037278-9 gnd Werbeplanung (DE-588)4130474-3 gnd Marketing (DE-588)4037589-4 gnd |
| topic_facet | Advertising Publicité - Gestion Reclame Advertising Management Werbestrategie Verkauf Werbung Management Werbeplanung Marketing |
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