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The Advertising Business : Operations, Creativity, Media Planning, Integrated Communications - John Philip Jones

The Advertising Business

Operations, Creativity, Media Planning, Integrated Communications

Paperback

Published: 1st March 1999
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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.<P></P><P>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.</P>

Introduction
The Advertising Business
How Agencies Operate
Agency Management
Some Secrets
The Account Executive in an Advertising Agency
Account Planning
A British Perspective
Account Planning
An American Perspective
The Advertising Creative Process
The Art Director
Budgeting for Advertising and the Advertising-Intensiveness Curve
Advertising Media
A Changing Marketplace
The Media Buyer in the Advertising Agency
Advertising Agency Compensation Systems
New Business Activity
Account Reviews
The Culture of an Advertising Agency
Creative Aspects
Strategy in Advertising
Television Advertising
Learning without Involvement
Humor in Television Advertising
A Practitioner's View
Humor in Television Advertising
A Researcher's View
Celebrities in Advertising
Emotion and Advertising
Hierarchies of Effect
Advertising Theories
Cognitive Dissonance and Selective Perception
Their Relevance to Advertising
The Creative Characteristics of Successful Television Advertising
Comparative Advertising
The Unique Selling Proposition and Usage-Pull
Truth and Weasels
Television Production Costs
Media Aspects
Media-Medium-Mediorum
Media Definitions
Television Advertising
Continuity Scheduling (Advertising without Gaps)
What Does Effective Frequency Mean Today?
Barter Syndication
Cable Television
Sales Promotions And Specialist Media
Trends in Promotions
Integrated Marketing Communications and How It Relates to Traditional Media Advertising
Integrated Marketing Communications in Practice
A Roadmap to On-line Marketing Strategy
Direct Marketing
Direct-Response Advertising
Creative Principles
Promotions and Advertising
Comparison of Effectiveness
Specialty Advertising
Event Marketing
Sports Advertising and the Super Bowl
Business-to-Business Advertising
Product Packaging
The Silent Salesman
Public Relations and Advertising
Legislation And Ethics
The Supreme Court of the United States and the First Amendment Protection of Advertising
Ethics of Advertising
Oxymoron or Good Business Practice?
Table of Contents provided by Ingram. All Rights Reserved.

ISBN: 9780761912392
ISBN-10: 0761912398
Audience: Professional
Format: Paperback
Language: English
Number Of Pages: 560
Published: 1st March 1999
Publisher: SAGE Publications Inc
Country of Publication: US
Dimensions (cm): 22.86 x 15.24  x 3.18
Weight (kg): 0.91