LEADER 04513nam 2200577 a 450 001 9910779209103321 005 20161219111610.0 010 $a1-4522-3144-3 010 $a0-7619-1238-X 010 $a1-4522-6464-3 035 $a(CKB)2550000000105729 035 $a(EBL)996945 035 $a(OCoLC)821725062 035 $a(SSID)ssj0000675389 035 $a(PQKBManifestationID)12348179 035 $a(PQKBTitleCode)TC0000675389 035 $a(PQKBWorkID)10669873 035 $a(PQKB)11398307 035 $a(MiAaPQ)EBC996945 035 $a(OCoLC)1007860180 035 $a(StDuBDS)EDZ0000085131 035 $a(EXLCZ)992550000000105729 100 $a20120516d1999 fy 0 101 0 $aeng 135 $aur||||||||||| 181 $ctxt 182 $cc 183 $acr 200 04$aThe advertising business$b[electronic resource] $eoperations, creativity, media planning, integrated communications /$fedited by John Philip Jones 210 $aThousand Oaks, Calif. ;$aLondon $cSAGE$dc1999 215 $a1 online resource (548 p.) $cill. (some col.) 300 $aDescription based upon print version of record. 311 $a1-322-41888-8 311 $a0-7619-1239-8 320 $aIncludes bibliographical references and indexes. 327 $aCover; Contents; Chapter 1 - Introduction: The Advertising Business; Part I - How Agencies Operate; Chapter 2 - Agency Management: Some Secrets; Chapter 3 - The Account Executive in an Advertising Agency; Chapter 4 - Account Planning; Chapter 5 - The Advertising Creative Process; Chapter 6 - The Art Director; Chapter 7 - Budgeting for Advertising and the Advertising-Intensiveness Curve; Chapter 8 - Advertising Media: A Changing Marketplace; Chapter 9 - The Media Buyer in the Advertising Agency; Chapter 10 - Advertising Agency Compensation Systems 327 $aChapter 11 - New Business Activity: Account ReviewsChapter 12 - The Culture of an Advertising Agency; Part II - Creative Aspects; Chapter 13 - Strategy in Advertising; Chapter 14 - Television Advertising: Learning Without Involvement; Chapter 15 - Humor in Television Advertising: A Practitioner's View; Chapter 16 - Humor in Television Advertising: A Researcher's View; Chapter 17 - Celebrities in Advertising; Chapter 18 - Emotion and Advertising; Chapter 19 - Hierarchies of Effect: Advertising Theories; Chapter 20 - Cognitive Dissonance and Selective Perception: Their Relevance to Advertising 327 $aChapter 21 - The Creative Characteristics of Successful Television AdvertisingChapter 22 - Comparative Advertising; Chapter 23 - The Unique Selling Proposition and Usage-Pull; Chapter 24 - Truth and Weasels; Chapter 25 - Television Production Costs; Part III - Media Aspects; Chapter 26 - Media-Medium-Mediorum: Media Definitions; Chapter 27 - Television Advertising: Continuity Scheduling (Advertising Without Gaps); Chapter 28 - What Does Effective Frequency Mean Today?; Chapter 29 - Barter Syndication; Chapter 30 - Cable Television; Part IV - Sales Promotions and Specialist Media 327 $aChapter 31 - Trends in PromotionsChapter 32 - Integrated Marketing Communications and How It Relates to Traditional Media Advertising; Chapter 33 - Integrated Marketing Communications in Practice; Chapter 34 - A Road Map to On-Line Marketing Strategy; Chapter 35 - Direct Marketing; Chapter 36 - Direct-Response Advertising: Creative Principles; Chapter 37 - Promotions and Advertising: Comparison of Effectiveness; Chapter 38 - Specialty Advertising; Chapter 39 - Event Marketing; Chapter 40 - Sports Marketing and the Super Bowl; Chapter 41 - Business-to-Business Advertising 327 $aChapter 42 - Product Packaging: The Silent SalesmanChapter 43 - Public Relations and Advertising; Part V - Legislation and Ethics; Chapter 44 - The Supreme Court of the United States and First Amendment Protection of Advertising; Chapter 45 - Ethics of Advertising: Oxymoron or Good Business Practice?; Name Index; Subject Index; About the Contributors 330 8 $aThe contributors to this volume are a mixture of academics and professionals from around the world. They address agency operation, creativity, media planning, operations and speciality advertising. 606 $aAdvertising 615 0$aAdvertising. 676 $a659.1 701 $aJones$b John Philip$0520552 801 0$bStDuBDS 801 1$bStDuBDS 906 $aBOOK 912 $a9910779209103321 996 $aThe advertising business$93756044 997 $aUNINA