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The Advertising Business
Operations, Creativity, Media Planning, Integrated Communications
First Edition
- John Philip Jones - Syracuse University, USA
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
PART ONE: HOW AGENCIES OPERATE
Eric Mower
Agency Management
Jay Quinn
The Account Executive in an Advertising Agency
Nicholas Staveley
Account Planning
Damian O'Malley
Account Planning
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
Debra L Merskin
The Media Buyer in the Advertising Agency
Rana S Said
Advertising Agency Compensation Systems
Randall Rothenberg
New Business Activity
John Philip Jones
The Culture of an Advertising Agency
PART TWO: CREATIVE ASPECTS
John Philip Jones
Strategy in Advertising
Herbert E Krugman
Television Advertising
Jeremy Bullmore
Humor in Television Advertising
Paula Pierce
Humor in Television Advertising
Abhilasha Mehta
Esther Thorson
Emotion and Advertising
John Philip Jones
Hierarchies of Effect
Carri Brown, Betzi-Lynn Hanc and Nujchayada Pangsapa
Cognitive Dissonance and Selective Perception
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
Erwin Ephron
Television Advertising
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
John Philip Jones
Promotions and Advertising
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
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
