Advertising : Principles and Practice,9780131465602

Advertising : Principles and Practice

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Edition: 7th
ISBN13: 9780131465602
ISBN10: 0131465600
Format: Hardcover
Pub. Date: 2009-01-01
Publisher(s): Pearson College Div
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List Price: $186.20

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Summary

For Introductory courses in Advertising, offered in Marketing, Journalism and Communication departments. Advertising: Principles And Practice, 7e is the only advertising textbook that emphasizes measuring advertising effectiveness.

Table of Contents

Preface xxi
PART I FOUNDATIONS
Introduction to Advertising
3(27)
Volkswagen Sings a New Song With iPOD®
3(2)
What is Advertising?
5(1)
Defining Modern Advertising
5(1)
The Key Concepts of Advertising
5(1)
The Roles and Functions of Advertising
6(4)
The Marketing Role
8(1)
The Communication Role
8(1)
The Economic Role
8(2)
The Social Role
10(1)
The Functions of Advertising
10(1)
The Key Players
10(7)
The Advertiser
10(3)
The Advertising Agency
13(2)
The Media
15(1)
The Suppliers (Vendors)
16(1)
The Target Audience
16(1)
Types of Advertising
17(2)
What Makes an AD Effective?
19(2)
The Important Role of Objectives
19(1)
Effectiveness and Award Shows
20(1)
The Evolution of Advertising
21(1)
The Current Advertising Scene
21(9)
An Expanded View of Advertising
21(1)
Integrated Marketing Communication
22(1)
Globalization
23
A Matter of Practice: Driving on the Road of Life
9(3)
A Matter of Principle: The Greatest Commercial Ever Made
12(2)
The Inside Story: Why Do I Love Advertising?
14(10)
It's a Wrap: Effective Advertising Drives Volkswagen's Success
24(1)
Summary
25(1)
Key Terms
26(1)
Review Questions
26(1)
Discussion Questions
26(1)
Class Project
26(1)
Hands-On: Introduction to Advertising
27(3)
Advertising's Role in Marketing
30(29)
Puma Is One Cool Cat
30(1)
What is Marketing?
31(6)
Key Concepts in Marketing
31(1)
The Marketing Concept: Focus on Customers
31(1)
The Concept of Exchange
32(1)
The Concept of Branding
33(2)
The Concept of Added Value
35(2)
The Key Players and Markets
37(4)
The Marketer
37(1)
Suppliers and Vendors
38(1)
Distributors and Retailers
39(1)
Types of Markets
39(2)
The Marketing Process
41(4)
Marketing Research
42(1)
Key Strategic Decisions
42(1)
Marketing Mix Strategies
42(3)
How Agencies Work
45(7)
Types of Agencies
47(2)
How Agency Work is Organized
49(2)
How Agencies Make Money
51(1)
International Marketing
52(1)
Organizing for International Marketing
52(1)
International Marketing Management
52(1)
The Dynamics of Modern Marketing
52(7)
A Matter of Principle: It's Pure and It Floats
34(12)
A Matter of Practice: Marketing a Passion for Doughnuts
46(4)
The Inside Story: The Day-to-Day Job of an Account Executive
50(3)
It's a Wrap: Puma Leaps Forward
53(1)
Summary
54(1)
Key Terms
54(1)
Review Questions
55(1)
Discussion Questions
55(1)
Class Project
55(1)
Hands-On: WWP's Owner---a British Knight with Every (Marketing) Weapon at His Disposal
56(3)
Advertising and Society
59(38)
Advertising's Social Role
61(1)
Advertising's Role in Shaping or Mirroring Society
61(1)
Social and Cultural Considerations in International Advertising
62(1)
Review and Regulation of Advertising
62(4)
Advertising's Legal Environment
62(4)
Advertising's Regulatory Environment
66(6)
The FTC
66(4)
Food and Drug Administration
70(1)
Federal Communications Commission
70(1)
Other Regulatory Bodies
70(1)
International Laws and Regulations
70(2)
Media Review of Advertising
72(3)
Self-Regulation
72(1)
Self-Discipline
73(1)
Industry Self-Regulation
73(1)
Public and Community Review
74(1)
Advertising Ethics
75(11)
Poor Taste and Offensive Advertising
75(1)
Reinforcing Stereotypes
76(3)
Body Image and Self-Image
79(1)
Targeting Children
79(1)
Misleading Claims and Other Message Strategies
80(4)
Advertising Controversial Products
84(2)
Determining What is Ethical
86(11)
The Social Ethic
86(1)
Professional Ethics
87(1)
International Standards and Codes
88(1)
Personal Ethics
88
A Matter of Principle: Cheesecake or Good Targeting?
77(12)
The Inside Story: Breaking Into Madison Avenue
89(1)
It's a Wrap: Lessons from the Losers
90(1)
Summary
90(1)
Key Terms
91(1)
Review Questions
91(1)
Discussion Questions
91(1)
Class Project
92(1)
Hands-On: Boycott This!
92(2)
Part-Ending Case Chick-fil-A: Foundations
94(3)
PART II PLANNING AND STRATEGY
How Advertising Works
97(28)
SignBoy Is a Hole in One for FootJoy
97(2)
How Advertising Works as Communication
99(3)
The Communication Model
99(1)
Advertising as Communication
100(2)
Adding Interaction to Advertising
102(1)
The Effects Behind Advertising Effectiveness
102(2)
The Simple Answers
102(1)
The Facets Model of Effective Advertising
103(1)
Perception
104(2)
The Components of Perception
104(2)
The Subliminal Issue
106(1)
Cognition
106(3)
The Components of Cognition
106(3)
The Affective or Emotional Response
109(1)
The Components of Affective Response
109(1)
Association
110(3)
The Components of Association
110(1)
Brand Transformation
111(2)
Association Networks
113(1)
Persuasion
113(3)
The Components of Persuasion
113(3)
Involvement's Role in Persuasion
116(1)
Behavior
116(9)
The Components of Behavior
116
A Matter of Principle: Does Subliminal Advertising Work?
107(5)
A Matter of Practice: It's Green, It's Squishy, It's Guacamole!
112(6)
The Inside Story: The Curiosity-arousing Function of Antidrug Ads
118(1)
It's a Wrap: SignBoy is a Sign of Success for FootJoy
119(1)
Summary
120(1)
Key Terms
120(1)
Review Questions
121(1)
Discussion Questions
121(1)
Class Projects
121(1)
Hands-On: How Advertising Works: If It Walks Like the Aflac Duck
122(3)
The Consumer Audience
125(32)
So What Do You Crave?
125(1)
How Does Consumer Behavior Work?
126(1)
The Consumer Audience
127(1)
Cultural and Social Influences on Consumer Decisions
127(8)
Culture
128(1)
Subcultures
129(1)
Social Class
129(1)
Reference Groups
129(1)
Family
130(1)
Demographics
131(4)
Psychological Influences that Motivate Consumers
135(9)
Perception and State of Mind
135(4)
Motivations
139(1)
Attitudes and Values
139(1)
Personality
139(1)
Psychographic Influences
140(4)
Behavioral Influences on Consumer Decisions
144(1)
Usage Behavior
144(1)
Innovation and Adoption
144(1)
The Consumer Decision Process
145(2)
Influences on B2B Decision Making
146(1)
Segmenting and Targeting
147(10)
To Segment or Not to Segment?
147(3)
Targeting the Right Audience
150
A Matter of Practice: Choice Hotels Says ``Thanks for Traveling''
136(7)
The Inside Story: The Grand Myth of Early Adoption
143(8)
It's a Wrap: Making Cravers One of Ours
151(1)
Summary
151(1)
Key Terms
152(1)
Review Questions
152(1)
Discussion Questions
152(1)
Class Projects
152(1)
Hands-On: Toyota Goes After Tuners
153(4)
Strategic Research
157(22)
Leaping Over Learning
157(1)
Research: The Quest for Intelligence and Insight
157(5)
Types of Research
157(5)
The Uses of Research
162(3)
Market Information
162(1)
Consumer Insight Research
162(1)
Media Research
163(1)
Message Development and Evaluation Research
163(2)
Research Methods Used in Advertising Planning
165(7)
Background Research
165(1)
Consumer Research
166(5)
Choosing a Research Method
171(1)
Research Challenges
172(7)
Globalization
172(1)
New Media Technology
172(1)
Internet and Virtual Research
173(1)
Embedded Research
173(1)
Insightful Analysis
174
A Matter of Practice: The Army Marches to a Different Drummer
164(3)
The Inside Story: The Power of Design Personas
167(7)
It's a Wrap: Leap Into a Total Learning System
174(1)
Summary
175(1)
Key Terms
175(1)
Review Questions
175(1)
Discussion Questions
175(1)
Class Projects
176(1)
Hands-On: What Lies Beneath? Making a Choice
176(3)
Strategic Planning
179(30)
The Legendary Service of Citizens Bank
179(2)
Strategic Planning
181(4)
The Business Plan
182(1)
The Marketing Plan
183(1)
The Advertising or IMC Plan
184(1)
Basic Strategic Planning Decisions
185(9)
Typical Advertising or IMC Plan Outline
185(1)
Situation Analysis
186(2)
Advertising Objectives and Strategies
188(1)
Segmenting and Targeting
189(1)
Positioning Strategy
190(3)
Budgeting
193(1)
Evaluation: Determining Effectiveness
194(1)
Account Planning: What Is It?
194(15)
The Research Foundation
195(1)
Consumer Insight
195(3)
The Communication Brief
198(1)
Personal Characteristics of a Planner
199
The Inside Story: Exploiting the Dot---Repositioning a Luxury Coffee Brand
192(4)
A Matter of Practice: Everybody's Favorite Soul Food
196(5)
It's a Wrap: Proving That a Bank Is Not Typical
201(1)
Summary
202(1)
Key Terms
202(1)
Review Questions
202(1)
Discussion Questions
202(1)
Class Projects
203(1)
Hands-On: Unscrambling the NASCAR Fan
203(1)
Part-Ending Case Chick-fil-A: Planning and Strategy
204(5)
PART III EFFECTIVE ADVERTISING MEDIA
Print and Out-of-Home Media
209(32)
Apple Tops the Charts with Digital Music
209(2)
The Media Industry
211(1)
Basic Media Concepts
212(1)
Planning and Buying
212(1)
Reach and Frequency
212(1)
Impressions
212(1)
Media Key Players
213(1)
Print Media
213(1)
Newspapers
214(6)
The Structure of the Newspaper Industry
214(3)
Types of Newspaper Advertising
217(1)
Newspaper Readership
218(1)
The Advantages and Disadvantages of Advertising in Newspapers
219(1)
The Future of the Newspaper Industry
220(1)
Magazines
220(6)
Types of Magazines
221(2)
Distribution and Circulation
223(1)
Magazine Advertising
223(1)
Magazine Readership Measurement
224(1)
Advantages and Disadvantages of Advertising in Magazines
225(1)
The Future of Magazine Advertising
226(1)
Packaging
226(1)
Out-of-Home Advertising
227(6)
Outdoor Advertising
227(3)
On-Premise Signs
230(1)
Posters
230(1)
Transit Advertising
231(2)
Directory Advertising
233(2)
Using Print Advertising
235(6)
A Matter of Practice: International Truck Delivers the Goods
222(10)
The Inside Story: Kellogg's Special K 2-Week Challenge
232(3)
It's a Wrap: iPod® Dances to Tunes
235(1)
Summary
236(1)
Key Terms
236(1)
Review Questions
237(1)
Discussion Questions
237(1)
Class Projects
237(1)
Hands-On: Next Month's Issue: Credibility
238(3)
Broadcast Media
241(28)
A Drugstore Goes Online
241(2)
Broadcast Media
243(1)
Radio
243(6)
The Structure of the Radio Industry
243(1)
Radio Advertising
244(2)
The Radio Audience
246(2)
Advantages and Disadvantages of Advertising on Radio
248(1)
Using Radio Effectively
249(1)
Trends in Radio/Audio Advertising
249(1)
Television
249(13)
Structure of the Television Industry
250(5)
Television Advertising
255(2)
The Television Audience
257(2)
Advantages of Advertising on Television
259(1)
Disadvantages of Television Advertising
259(2)
Changes and Trends in Broadcast Television
261(1)
Film and Video
262(1)
Advantages and Disadvantages of Movie Advertising
262(1)
Product Placement
263(1)
Advantages and Disadvantages of Product Placements
263(1)
Using Broadcast Advertising Effectively
263(6)
A Matter of Practice: Starbucks Makes TV Less Intrusive
256(4)
The Inside Story: Selling a Political Party with Humor
260(4)
It's a Wrap: Using TV to Demonstrate Convenience
264(1)
Summary
265(1)
Key Terms
265(1)
Review Questions
265(1)
Discussion Questions
266(1)
Class Projects
266(1)
Hands-On: Will Radio Listeners Finally Get Sirius with Howard Stern?
266(3)
Interactive and Alternative Media
269(22)
eBay Reinvents the Marketplace
269(2)
Interactive Media
271(1)
The Internet
271(5)
E-Business and Marketing Communication
271(3)
The Internet and Marketing Communication
274(2)
Internet Advertising
276(5)
Purpose of Internet Advertising
277(1)
Types of Internet Advertising
277(1)
Off-line Advertising for Web Sites
278(1)
The Internet Audience
278(1)
Advantages and Disadvantages of Internet Advertising
279(1)
The Web in International Advertising
280(1)
Changes and Trends in Internet Advertising
280(1)
E-Mail Advertising
281(1)
Spam
281(1)
Viral Marketing
282(1)
Alternative and New Media
282(9)
Advertainment
282(1)
New Internet Practices
283(1)
Video Games
284(1)
Wireless Communication
284(1)
Nonelectronic New Media
285(1)
Guerilla Marketing
285
The Inside Story: Entertaining the User Through Web Site Redesign
272(1)
A Matter of Principle: Cookies and G-Mail
273(13)
It's a Wrap: eBay Rewrites the Rules for e-Marketers
286(1)
Summary
287(1)
Key Terms
287(1)
Review Questions
287(1)
Discussion Questions
287(1)
Class Projects
288(1)
Hands-On: BMW Knows the ABC's of C to B
288(3)
Media Planning and Buying
291(34)
Archipelago Rings the Bell
291(2)
Media Planning and Buying
293(1)
The Aperture Concept
293(1)
The Media Plan
293(4)
Media Research: Information Sources
293(4)
Media Objectives
297(3)
Exposure and GRPs
297(1)
The Reach Objective
298(1)
The Frequency Objective
299(1)
Effective Frequency
300(1)
Media Strategies
300(10)
Delivering on the Objectives
300(1)
Target Audience Strategies
301(2)
Media Mix Selection
303(2)
Cost Efficiency: CPM and CPP
305(1)
Scheduling Strategies
306(2)
The Media Budget
308(1)
Global Media Planning
308(2)
A Sample Media Plan for Pizza Hut
310(3)
Situation and Consumer Analysis
310(1)
Media Objectives and Aperture Strategies
310(1)
The Media Mix
310(2)
The Flowchart: Scheduling and Budgeting Allocation
312(1)
Media Buying
313(3)
Media Buying Specifics
313(3)
Global Media Buying
316(1)
Media Planning Changes and Challenges
316(9)
Unbundling Media Buying and Planning
316(1)
Online Media Buying
317(1)
New Forms of Media Research Needed
317
A Matter of Practice: Polaroid Zones In
302(7)
The Inside Story: The Reality of Budget Cuts
309(8)
It's a Wrap: The Open Show Opens the Door for Archipelago
317(1)
Summary
318(1)
Key Terms
318(1)
Review Questions
318(1)
Discussion Questions
319(1)
Class Projects
319(1)
Hands-On: P&G Puts the Medium Before the Message
319(2)
Part-Ending Case Chick-fil-A: Effective Advertising Media
321(4)
PART IV EFFECTIVE ADVERTISING MESSAGES
The Creative Side and Message Strategy
325(30)
MSN Takes Wing
325(2)
The Art and Science of Creative Advertising
327(7)
The ROI of Effective Advertising
327(3)
Creative Thinking
330(2)
The Creative Process: How to Get on Idea
332(2)
Creative Strategy
334(2)
Message Objectives
334(1)
Head and Heart Strategies
334(2)
Facets of Creative Strategy
336(9)
Messages That Drive Perception
336(2)
Messages That Drive Cognition
338(2)
Messages That Touch Emotions
340(1)
Messages That Persuade
340(2)
Messages That Transform a Product into a Brand
342(2)
Messages That Drive Action
344(1)
Message Approaches
344(1)
Delivering on the Objectives and Strategies
345(1)
Planning and Managing Creative Strategy
345(10)
The Creative Brief
345(2)
Message Execution
347(1)
Managing the Global Creative Strategy
348(1)
The Go/No-Go Decision
349
The Inside Story: How Does a Quintessentially American Brand Introduce Itself on Espanol?
343(6)
A Matter of Principle: Finding a Universal Truth About Cats
349(1)
It's a Wrap: MSN's Butterfly Emerges as a Winning Big Idea
350(1)
Summary
351(1)
Key Terms
351(1)
Review Questions
351(1)
Discussion Questions
352(1)
Class Projects
352(1)
Hands-On: How Do You Put a Price on Great Creative? Ask McCann-Erickson
353(2)
Copy writing
355(30)
Frontier's Tales About Tails
355(2)
Copywriting: The Language of Advertising
357(3)
The Copywriter
357(1)
Advertising Writing Style
358(2)
Copywriting for Print
360(7)
How to Write Headlines
360(3)
How to Write Other Display Copy
363(1)
How to Write Body Copy
364(1)
Print Media Requirements
365(2)
How to Write Radio Copy
367(2)
The Tools of Radio Copywriting
368(1)
The Practice of Radio Copywriting
369(1)
Planning the Radio Commercial: Scripts
369(1)
How to Write Television Copy
369(9)
Tools of Television Copywriting
374(2)
Planning the TV Commercial
376(2)
Writing for the Web
378(2)
Banners
378(2)
Web Ads
380(1)
Other Web Formats
380(1)
Copywriting in a Global Environment
380(5)
The Inside Story: Selling Newspaper Classifieds on the Radio
370(5)
A Matter of Practice: ``Hello, London Calling with a Jaguar Just for You.''
375(4)
A Matter of Principle: The Ocean Speaks
379(2)
It's a Wrap: Talking Animals on the Tarmac
381(1)
Summary
381(1)
Key Terms
382(1)
Review Questions
382(1)
Discussion Questions
382(1)
Class Projects
383(1)
Hands-On: Beautiful Just the Way You Are, Finds Ogilvy
383(2)
Design and Production
385(36)
The Work of a Lifetime
385(1)
Visual Communication
386(3)
Visual Impact
387(1)
The Art Director
387(2)
Print Art Direction
389(10)
Illustrations and Photos
389(1)
Color in Print
390(1)
Typography
391(3)
Layout and Design
394(5)
Print Production
399(5)
Print Media Requirements
399(1)
Art Reproduction
400(4)
Television Art Direction
404(3)
Video Graphics
405(1)
TV and Film Requirements
406(1)
Broadcast Production
407(5)
Producing TV Commercials
407(1)
The TV Production Process
408(4)
Effective Web Design
412(9)
Action and Interaction
413
A Matter of Practice: Kitty Slickers and Cat Herders
404(7)
A Matter of Principle: Honda ``Cog'' Gets It Right, But Not the First Time
411(2)
The Inside Story: The Best and Worst of Site Design
413(1)
It's a Wrap: Imagine a Legendary Lifestyle
414(1)
Summary
414(1)
Key Terms
415(1)
Review Questions
415(1)
Discussion Questions
416(1)
Class Projects
416(1)
Hands-On: The Future Definition of Advertising
417(1)
Part-Ending Case Chick-fil-A: Effective Advertising Messages
418(3)
PART V INTEGRATION AND EVALUATION
Direct Response
421(30)
What's Holding You Back from a Harley?
421(2)
The Practice of Direct Marketing
423(5)
Advantages and Disadvantages of Direct Marketing
424(1)
Direct Marketing and Direct-response Advertising
424(4)
Database Marketing
428(4)
Lists
429(1)
Data-driven Communication
430(2)
Customer Relationship Management (CRM)
432(1)
The Key Players
432(3)
The Advertisers
432(1)
The Agencies
433(1)
The Media Companies
433(1)
The Customers
433(2)
The Tools of Direct Marketing
435(8)
Direct Mail
435(2)
Catalogs
437(1)
Telemarketing
438(2)
Direct-response Advertising
440(2)
The Internet and Direct Response
442(1)
Integrated Direct Marketing
443(8)
Linking the Channels
444(1)
Creating Loyalty
444(1)
Global Considerations in Direct Marketing
445
A Matter of Principle: The Principles of Data-driven Relationships
431(3)
The Inside Story: Shaping the World of Miss Hall's School
434(7)
A Matter of Practice: GEICO Delivers a ``Good News'' Story
441(4)
It's a Wrap: Living the Harley Dream
445(1)
Summary
446(1)
Key Terms
446(1)
Review Questions
447(1)
Discussion Questions
447(1)
Class Projects
447(1)
Hands-On: I Won't Be Calling, But Let's Talk: Telemarketers Respond to the Do-Not-Call Registry
448(3)
Sales Promotion, Events, and Sponsorships
451(24)
History's Lost and Found Auction Block
451(2)
The Practice of Sales Promotion
453(2)
Changes in the Promotion Industry
453(1)
Reasons for the Growth of Sales Promotion
454(1)
Categories of Sales Promotion
455(1)
Consumer Promotions
455(6)
Types of Consumer Promotions
455(3)
How to Use Consumer Promotions
458(3)
Trade Promotions
461(3)
Types of Trade Promotion
461(1)
How to Use Trade Promotion
462(2)
Promotions that Cross the Lines
464(3)
Sponsorships and Event Marketing
464(1)
Other Promotional Support
465(1)
Interactive and Internet Promotions
465(1)
Loyalty Programs
466(1)
Partnership Programs
466(1)
Promotion Strategy
467(8)
Promotion Objectives
468(1)
The Issue of Brand Building
468(1)
Promotion Integration
469(1)
Promotion Effectiveness
470
A Matter of Practice: Brown Sugar and Honey: I Love Those Links!
457(2)
The Inside Story: The Phaeton Test Drive Program at W Hotels™
459(12)
It's a Wrap: History Channel Finds a Winning Promotion Idea
471(1)
Summary
471(1)
Key Terms
472(1)
Review Questions
472(1)
Discussion Questions
472(1)
Class Projects
472(1)
Hands-On: Upromise Uses Values Marketing to Pay for College
473(2)
Public Relations
475(28)
Kids Are Hungry. Believe It!
475(2)
The Practice of Public Relations
477(6)
Public Opinion
478(1)
Reputation: Goodwill, Trust, and Integrity
478(1)
Comparing Public Relations and Advertising
478(2)
Types of Public Relations Programs
480(3)
Public Relations Planning
483(4)
Research and SWOT Analysis
483(1)
Targeting
484(1)
Objectives and Strategies
484(2)
The Big Idea
486(1)
PR's Role in IMC
486(1)
Public Relations Tools
487(10)
Advertising
487(2)
Publicity
489(3)
Publications
492(1)
Videos/DVDs, CDs, and Books
493(1)
Speakers and Photos
493(1)
Displays and Exhibits
493(1)
Special Events and Tours
493(3)
Online Communication
496(1)
Effectiveness and Prexcellence
497(6)
Excellence in Public Relations
498
A Matter of Practice: ``I Love Smoke-Free NYC''
479(16)
The Inside Story: The Spokane Stampede: A Sales Mission to Calgary
495(4)
It's a Wrap: P&G Works Globally
499(1)
Summary
499(1)
Key Terms
500(1)
Review Questions
500(1)
Discussion Questions
500(1)
Class Projects
500(1)
Hands-On: Oprah Helps People Live Their Wildest Dreams, with Some Help from Pontiac
501(2)
Special Advertising Situations
503(28)
Novell Speaks Your Language
503(1)
Retail Advertising
504(6)
Retail Advertising Strategies
505(2)
Creating the Retail Ad
507(2)
The Media of Retail Advertising
509(1)
Business-to-Business Advertising
510(5)
Types of Business-to-Business Advertising
510(3)
Buying Behavior
513(1)
Creating B2B Advertising
513(1)
Advertising Media
514(1)
Nonprofit or Social Marketing
515(3)
Cause and Mission Marketing
516(1)
Nonprofit Marketing
516(2)
International Advertising and Marketing Communication
518(13)
Stages of Market Development
518(1)
The Global Versus Local Debate
519(2)
Planning Global Marketing Communication Programs
521(2)
Planning a Global Advertising Strategy
523(2)
The IMC Factor in Global Advertising
525
A Matter of Practice: Fred Makes the IT Manager a Hero
511(6)
A Matter of Principle: The Great American Bake Sale Cooks Up Donations
517(7)
The Inside Story: The ``Mr. Contac'' Campaign in Japan: A Case Study
524(3)
It's a Wrap: Giving Voice to the Bottom Line
527(1)
Summary
527(1)
Key Terms
528(1)
Review Questions
528(1)
Discussion Questions
528(1)
Class Projects
529(1)
Hands-On: A New Alliance Turns Google Yellow
529(2)
Evaluation of Effectiveness
531(26)
Changing Perceptions from the Mailroom to the Board Room
531(2)
Evaluating Effectiveness
533(2)
Types and Stages of Evaluation
533(1)
Factors to Be Evaluated
534(1)
Copy-testing Services
534(1)
Stages of Copy Testing
535(7)
Message Development Research
536(1)
During Execution: Concurrent Testing
537(3)
Posttesting: After Execution Research
540(2)
Media Evaluation
542(2)
Evaluating Audience Exposure
542(1)
Advertising ROI and Media Efficiency
543(1)
Campaign and IMC Evaluation
544(13)
Marketing Communication Evaluation
544(4)
IMC Consistency
548(1)
Special Advertising Situations
548
The Inside Story: Volvo Road Tests the ``Starting a Family'' Campaign
536(2)
A Matter of Practice: Research Finds Moments of Truth for IBM
538(12)
It's a Wrap: What Can Brown Do for You?
550(1)
Summary
551(1)
Key Terms
551(1)
Review Questions
551(1)
Discussion Questions
551(1)
Class Projects
552(1)
Hands-On: Lovin' It at McDonald's Again
552(2)
Part-Ending Case Chick-fil-A: Integration and Evaluation
554(3)
Glossary 557(14)
Credits 571(4)
Notes 575(6)
Index 581

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