Advertising & IMC: Principles and Practice (9th Edition) (Advertising : Principles and Practice)

Cover......Page 1
Title Page......Page 2
Copyright Page......Page 3
Contents......Page 6
ABOUT THE AUTHORS......Page 18
Preface......Page 20
PART 1 ENDURING PRINCIPLES IN TIMES OF TURMOIL......Page 31
1 The New World of Marketing Communication......Page 33
IT’S A WINNER: Ingredients for a Burger Freakout......Page 34
What Is Advertising?......Page 35
A MATTER OF PRACTICE: The Greatest Commercial Ever Made......Page 39
How Did Current Practices and Concepts Develop?......Page 42
The Agency World......Page 47
THE INSIDE STORY: A Passion for the Business......Page 48
A DAY IN THE LIFE: Tweets from the Front Line......Page 53
How Is the Practice of Advertising Changing?......Page 55
Key Points Summary......Page 57
Key Terms......Page 58
Take-Home Projects......Page 59
Hands-On Case: The Century Council......Page 60
2 Integrated Brand Communication......Page 61
IT’S A WINNER: Wii Wages Campaign in Video Game War......Page 62
What Is Marketing?......Page 63
A DAY IN THE LIFE: A View from the Marketing Communication Front Line......Page 65
What Is Marcom’s Role in Branding?......Page 73
A MATTER OF PRACTICE: The Complex World of Organization Branding......Page 74
A MATTER OF PRINCIPLE: It’s Pure and It Floats......Page 76
Why Integrated Marketing Communication?......Page 82
THE INSIDE STORY: Who’s the Integrator Here, Anyway?......Page 83
Brand Communication in a Time of Change......Page 84
IT’S A WRAP: Winning Video Game War with Wii......Page 86
Key Points Summary......Page 87
Key Terms......Page 88
Take-Home Projects......Page 89
Hands-On Case: The Century Council......Page 90
3 Brand Communication and Society......Page 91
IT’S A WINNER: Häagen-Dazs Creates a Buzz about Bees......Page 92
What Is the Social Impact of Brand Communication?......Page 93
A PRINCIPLED PRACTICE: Pizza, Tacos, and Truck Parts: Sex in Advertising......Page 97
A MATTER OF PRINCIPLE: Preston on Puffery......Page 101
What Are Communicators’ Ethical Responsibilities?......Page 105
PRACTICAL TIPS: Brilliant or Offensive Advertising?......Page 106
A MATTER OF PRACTICE: Advertising Gets No Respect!......Page 107
Why and How Is Advertising Regulated?......Page 109
IT’S A WRAP: It’s a Winner, Just Bee-Cause......Page 119
Key Terms......Page 120
Take-Home Projects......Page 121
Hands-On Case: The Century Council......Page 122
PART 2 PRINCIPLE: BE TRUE TO THY BRAND......Page 123
4 How Marketing Communication Works......Page 125
IT’S A WINNER: Ford in Sync with Hispanic Audience......Page 126
How Does Marketing Communication Work?......Page 128
What Are the Effects Behind Effectiveness?......Page 131
What Are the Facets of Impact?......Page 134
A MATTER OF PRINCIPLE: Ice Cubes, Breasts, and Subliminal Ads......Page 139
A MATTER OF PRACTICE: Thought vs. Feeling......Page 141
A PRINCIPLED PRACTICE: Does Negative Political Advertising Help or Hinder Citizens?......Page 146
The Power of Brand Communication......Page 150
THE INSIDE STORY: Kids, Cars, and Car Seat Safety......Page 152
Key Points Summary......Page 154
Review Questions......Page 155
Hands-On Case: The Century Council......Page 156
5 Segmenting and Targeting the Audience......Page 157
IT’S A WINNER: Old Navy SuperModelquins Reveal Secrets......Page 158
What Influences Consumer Decisions?......Page 159
A MATTER OF PRINCIPLE: Patriotism, Spending, and Saving......Page 162
How Do We Segment Consumer Groups?......Page 166
A PRINCIPLED PRACTICE: Making Blacks Visible......Page 173
Consumer Decision Making......Page 179
Targeting the Right Audience......Page 181
THE INSIDE STORY: Behavioral Targeting: An Emerging Online Strategy......Page 184
Key Points Summary......Page 185
Review Questions......Page 186
Discussion Questions......Page 187
Hands-On Case: The Century Council......Page 188
6 Strategic Research......Page 189
IT’S A WINNER: Cheesy Fun. It’s Not Just for Kids.......Page 190
How Do You Find Consumer Insights?......Page 192
A MATTER OF PRINCIPLE: Does Advertising Make Smoking Cool?......Page 197
THE INSIDE STORY: How the Lamb Industry in Iceland Survived the Economic Downturn......Page 199
What Are the Most Common Research Methods?......Page 203
A MATTER OF PRACTICE: PART 1: Online Survey Research......Page 206
A MATTER OF PRACTICE: PART 2: Online Qualitative Research......Page 208
A DAY IN THE LIFE: A Stopwatch, Codesheet, and Curiosity......Page 209
Research Trends and Challenges......Page 213
Key Points Summary......Page 214
Discussion Questions......Page 215
Hands-On Case: The Century Council......Page 216
7 Strategic Planning......Page 217
IT’S A WINNER: How to Sell Diet Drinks to People Who Don’t Like the Idea of Diet Drinks......Page 218
What Is Strategic Planning?......Page 219
What’s in a Campaign Plan?......Page 223
THE INSIDE STORY: Branding Billings......Page 224
A PRINCIPLED PRACTICE: What Is Diversity and Why Is It Important?......Page 230
A MATTER OF PRINCIPLE: 7-Up: The Uncola Story......Page 235
Account Planning: What Is It?......Page 239
A MATTER OF PRACTICE: “Just Give Me My One Vice:” College Students and Smoking......Page 241
Planning for IMC Campaigns......Page 245
A MATTER OF PRACTICE: The Crossover between Account Planning and IMC......Page 246
Words of Wisdom: Recommended Reading......Page 248
Discussion Questions......Page 249
Hands-On Case: The Century Council......Page 250
PART 3 PRACTICE: WHERE IS CREATIVE HEADED?......Page 251
8 The Creative Side......Page 253
IT’S A WINNER: Frontier: A Whole Different Animal......Page 254
Science and Art?......Page 255
A DAY IN THE LIFE: What’s in a Title?......Page 258
Message Strategies......Page 264
A MATTER OF PRINCIPLE: Six Message Strategies in Six Minutes......Page 267
Creative Thinking: So How Do You Do It?......Page 273
PRACTICAL TIPS: Ten Creative Tips......Page 274
PRACTICAL TIPS: Exercise Your Creative Muscles......Page 278
Managing Creative Strategies......Page 280
A MATTER OF PRACTICE: A Campaign with Legs (and Flippers)......Page 281
Key Points Summary......Page 283
Review Questions......Page 284
Take-Home Projects......Page 285
Hands-On Case: The Century Council......Page 286
9 Copywriting......Page 287
IT’S A WINNER: Chick-fil-A Gets Creative with Renegade Cows......Page 288
What Is the Language of Copywriting?......Page 289
PRACTICAL TIPS: So You Think You Want to Create a Funny Ad?......Page 293
How Is Copy Created for Print?......Page 294
A PRINCIPLED PRACTICE: Check Those Claims......Page 295
A MATTER OF PRINCIPLE: The Principle of Truth......Page 301
How Is Copy Written for Radio?......Page 304
How to Write Television Copy......Page 306
A MATTER OF PRACTICE: How the Emotional Pivot Works in a Story......Page 308
How Different Is Copywriting for the Internet?......Page 311
Lessons about Copywriting......Page 312
IT’S A WRAP: Cows Build Moo-Mentum for Chick-fil-A......Page 313
Words of Wisdom: Recommended Reading......Page 314
Discussion Questions......Page 315
Hands-On Case: The Century Council......Page 316
10 Visual Communication......Page 317
IT’S A WINNER: A Strong Mint with a Curious Past......Page 318
Why Is Visual Communication Important?......Page 319
A PRINCIPLED PRACTICE: An Imperative: Respect the Dignity of the Person......Page 322
What Is Art Direction?......Page 325
THE INSIDE STORY: Loving McDonald’s New Look......Page 326
A MATTER OF PRINCIPLE: Obama’s HOPE Poster Hangs on a Question of Fair Use......Page 328
What Do You Need to Know about Production?......Page 334
What Do You Need to Know about Video Production?......Page 338
A DAY IN THE LIFE: A Copywriter’s View of TV Production......Page 339
A MATTER OF PRACTICE: BU Ad Class Ready for Its Close-Up......Page 344
Why Study Web Design?......Page 345
PRACTICAL TIPS: The Best and Worst Website Designs......Page 346
IT’S A WRAP: Keeping the Altoids Brand in Mint Condition......Page 347
Words of Wisdom: Recommended Reading......Page 348
Discussion Questions......Page 349
Hands-On Case: The Century Council......Page 350
PART 4 PRACTICE: WHERE ARE MEDIA HEADED?......Page 351
11 Media Basics......Page 353
IT’S A WINNER: Getting Dirty Boys Cleaner......Page 354
What Do We Mean by Media?......Page 355
A MATTER OF PRINCIPLE: The Dynamics of the Changing Media Environment......Page 357
A MATTER OF PRACTICE: People Really Enjoy Their Large-Screen Televisions......Page 359
What Are the Fundamentals of Media Strategy?......Page 361
A MATTER OF PRACTICE: Thoughts About Media Evolution and Revolution......Page 366
THE INSIDE STORY: The Animated Axe Effect in City Hunters......Page 374
Key Points Summary......Page 378
Discussion Questions......Page 379
Hands-On Case: The Century Council......Page 380
12 Traditional Media......Page 381
IT’S A WINNER: Quacking through Clutter......Page 382
What Are the Key Print Media Characteristics?......Page 383
A MATTER OF PRINCIPLE: Directories: The Medium You Trust the Most......Page 392
What Are the Out-of-Home Media Characteristics?......Page 393
PRACTICAL TIPS: Outdoor: An Effective Brand Communication Medium......Page 395
What Are Broadcast Media Characteristics?......Page 398
A MATTER OF PRACTICE: Mad Men: Advertising at the Intersection of Social Change......Page 404
Other Video Formats......Page 411
IT’S A WRAP: Aflac’s Duck Spreads Its Wings......Page 413
Key Terms......Page 414
Discussion Questions......Page 415
Hands-On Case: The Century Council......Page 416
13 Digital Media......Page 417
IT’S A WINNER: You’re in the (Virtual) Army Now......Page 418
Interactive Media: Web 2.0 and You......Page 419
A MATTER OF PRACTICE: Toyota Taps the DIY Community......Page 423
THE INSIDE STORY: Everything Is Going Online......Page 425
Types of Online Marketing Communication......Page 428
A MATTER OF PRINCIPLE: Consumers, Advertisers, and Social Media......Page 435
How Is Internet Marcom Evolving?......Page 439
Key Points Summary......Page 444
Discussion Questions......Page 445
Hands-On Case: The Century Council......Page 446
14 Media Planning and Buying......Page 447
IT’S A WINNER: Dove Audiences Redefine Beauty......Page 448
How Are Media Plans Created?......Page 449
THE INSIDE STORY: Campaign Ads in Video Games......Page 450
What Are the Key Steps in Media Planning?......Page 453
A WEEK IN THE LIFE: What Do I DO as a Media Planner?......Page 455
PRACTICAL TIPS: When to Use Various Media......Page 461
A MATTER OF PRINCIPLE: Integrating Advertising and PR Media Planning......Page 467
A MATTER OF PRINCIPLE: When Is Too Many Too Much?......Page 469
What Is the Big Picture of Media Planning?......Page 473
How Does Media Buying Work?......Page 476
IT’S A WRAP: Beauty of a Campaign......Page 481
Key Terms......Page 482
Take-Home Projects......Page 483
Hands-On Case: The Century Council......Page 484
PART 5 PRINCIPLES: IMC AND TOTAL COMMUNICATION......Page 485
15 Public Relations......Page 487
IT’S A WINNER: The Ultimate Road Trip......Page 488
What Is Public Relations?......Page 489
What Are the Different Types of Public Relations Programs?......Page 492
A MATTER OF PRINCIPLE: Can Advertising Help the U.S. Government Sell Ideas and Attract Tourists?......Page 496
What Key Decisions Guide Public Relations Plans?......Page 497
What Are the Most Common Types of Public Relations Tools?......Page 500
A PRINCIPLED PRACTICE: The Social Impact of Public Service Advertising......Page 502
PRACTICAL TIPS: How to Write E-Mail Pitch Letters......Page 505
A MATTER OF PRACTICE: Engaging Word of Mouth through Online Influencers......Page 509
The Bottom Line......Page 510
Key Points Summary......Page 512
Key Terms......Page 513
Hands-On Case: The Century Council......Page 514
16 Direct Response......Page 515
IT’S A WINNER: He’s Cute; He’s Green; He Sells Insurance......Page 516
What Is Direct-Response Marketing Communication?......Page 517
What Are the Primary Media of DMC?......Page 524
Why Are Databases the Foundation of DMC?......Page 534
DMC Trends and Challenges......Page 538
A PRINCIPLED PRACTICE: PRIVACY: The Need to Use But Not Abuse Consumer Information......Page 539
Key Points Summary......Page 542
Discussion Questions......Page 543
Hands-On Case: The Century Council......Page 544
17 Promotions......Page 545
IT’S A WINNER: Frontier Campaigns for Favorite Animal Votes and Web Hits......Page 546
Why Sales Promotion?......Page 547
Consumer Promotions......Page 550
THE INSIDE STORY: The Intersection of the Movie and Promotion Industries......Page 555
Trade Promotions......Page 556
Multiplatform Promotions......Page 560
A MATTER OF PRACTICE: Advertising through Sports......Page 562
A MATTER OF PRINCIPLE: Who’ll Win the Next Super Bowl Ad Championship? It Might Be You.......Page 563
Promotion Strategy......Page 566
Key Points Summary......Page 570
Review Questions......Page 571
Hands-On Case: The Century Council......Page 572
18 The IMC Umbrella......Page 573
IT’S A WINNER: Match CR-V to Your Lifestyle......Page 574
IMC Management......Page 575
Retail Marketing Communication......Page 579
A MATTER OF PRACTICE: “Life Is Great” at SPAR......Page 584
Business-to-Business Marketing Communication......Page 585
Nonprofit or Social Marketing......Page 588
International Marketing Communication......Page 592
THE INSIDE STORY: Chasing the Same Dream......Page 600
Key Points Summary......Page 601
Words of Wisdom: Recommended Reading......Page 602
Discussion Questions......Page 603
Hands-On Case: The Century Council......Page 604
19 Evaluation of Effectiveness......Page 605
IT’S A WINNER: The Colorado Pass—The Coolest Club on the Slopes!......Page 606
Impact: Does It Work?......Page 608
What Is Message Evaluation?......Page 611
A MATTER OF PRACTICE: Finding Moments of Truth......Page 615
Media Evaluation......Page 620
Evaluating IMC Tools, Campaigns, and Programs......Page 623
THE INSIDE STORY: How Web Sites Build Brands (or Don’t)......Page 627
A PRINCIPLED PRACTICE: Can a Broken Guitar Really Hurt United?......Page 629
IT’S A WRAP: The Colorado Pass Club Comes to Pass......Page 631
Review Questions......Page 632
Hands-On Case: The Century Council......Page 633
Appendix......Page 634
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Credits......Page 657
Notes......Page 660
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P......Page 680
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