Advertising : strategy, creativity and media / / Chris Fill, Graham Hughes, Scott De Francesco

• Autore: Fill Chris
• Pubblicazione: Harlow, England : , : Pearson, , 2013
• Edizione: 1st ed.
• Descrizione fisica: 1 online resource (417 pages)
• Disciplina: 659.1072
• Soggetto topico: Advertising - Study and teaching; Mass media - Study and teaching
• Persona (resp. second.): HughesGraham; De FrancescoScott <1950->
• Note generali: Includes index.
• Nota di bibliografia: Includes bibliographical references and index.
• Nota di contenuto: Cover -- Contents -- Guided tour -- Preface -- Overview of the book -- Design features and presentation -- Support materials -- Acknowledgements -- Publisher's acknowledgements -- Chapter 1 An introduction to advertising -- Aims and learning objectives -- Minicase: Painting through insight -- Introduction -- Brief background and development of advertising -- ViewPoint 1.1 A glass and a half of chocolate advertising -- The significance and scope of the advertising industry -- The nature and role of advertising in society -- ViewPoint 1.2 Stroking the public good -- Definitions - what is advertising? -- Types of advertising -- ViewPoint 1.3 Bricking it with the BDA -- Advertising and communication -- Engagement and the role of advertising -- ViewPoint 1.4 Attracting new teachers through behavioural engagement -- Chapter summary -- Review questions -- Chapter references -- Chapter 2 OK, so is this the right meaning? -- Aims and learning objectives -- Minicase: Finding a Match.com -- Introduction -- The core model of communication -- ViewPoint 2.1 Understanding Chinese office coffee drinkers -- Factors that influence the communication process -- The influencer model of communication -- ViewPoint 2.2 Opinion leadership in action -- The interactional model of communication -- Other types of communication -- Source characteristics -- Establishing credibility -- ViewPoint 2.3 Smoking seeks credibility -- Cognitive processing -- Attitudes -- Using advertising to influence attitudes -- The elaboration likelihood model -- ViewPoint 2.4 Meerkats go peripheral -- Chapter summary -- Review questions -- Chapter references -- Chapter 3 Advertising: theories, concepts and frameworks -- Aims and learning objectives -- Minicase: Johnnie Walker keeps striding -- Introduction -- The use of information and emotion in advertising. ; ViewPoint 3.1 An emotional recovery for Hovis -- Advertising models and concepts -- Eclectic models of advertising -- ViewPoint 3.2 Crown get people talking about paint -- The strong and weak theories of advertising -- Using advertising strategically -- ViewPoint 3.3 Sleeping with wolves . . . well, nearly -- The Institute of Practitioners in Advertising -- ViewPoint 3.4 Ring me for fame -- Chapter summary -- Review questions -- Chapter references -- Chapter 4 Advertising: strategies, planning and positioning -- Aims and learning objectives -- Minicase: Ulster Bank . . . ing on students -- Introduction -- What is strategy? -- Communications strategies -- Objectives and strategic development -- ViewPoint 4.1 Retailer aims to make customers' lives easier -- Advertising planning and frameworks -- ViewPoint 4.2 Pringles crunch into China -- ViewPoint 4.3 It's how they behave and what they look like -- Positioning -- ViewPoint 4.4 Adopting a safe position in Germany -- Chapter summary -- Review questions -- Chapter references -- Chapter 5 Creativity, content and appeals -- Aims and learning objectives -- Minicase: Creative repositioning needed by Volvo -- Introduction -- What is creativity? -- Creative roles and skills -- ViewPoint 5.1 Sir John Hegarty, a leading creative light -- The creative process -- Creative content -- ViewPoint 5.2 Creative ideas and original content key for brands -- Message appeals -- ViewPoint 5.3 Benetton returns to 'edgy' advertising -- Evaluating creativity -- ViewPoint 5.4 Winning at Cannes Creative Festival -- Chapter summary -- Review questions -- Chapter references -- Chapter 6 Brand communications: the role of advertising -- Aims and learning objectives -- Minicase: Diamonds, because she's worth it -- Introduction -- Brand definitions -- Types of branding -- ViewPoint 6.1 Coca-Cola means lifestyle . . . today. ; ViewPoint 6.2 Eddie Stobart delivers strong B2B branding -- Brand characteristics -- ViewPoint 6.3 Red Bull's exciting personality -- Brand associations -- The role of advertising and communications in branding -- ViewPoint 6.4 Virgin Atlantic do it up there - above the line -- ViewPoint 6.5 Building brands of steel with Tata -- ViewPoint 6.6 Around the line with Armenian brandy -- Brand equity -- Chapter summary -- Review questions -- Chapter references -- Chapter 7 The advertising industry -- Aims and learning objectives -- Minicase: Help is at hand: a new agency approach -- Introduction -- Agency structures and integration -- ViewPoint 7.1 Procter & Gamble's BAL agency model -- Advertising agency structures and types -- ViewPoint 7.2 DDB - some of the original 'Madmen' -- ViewPoint 7.3 Global communications at WPP and Dentsu -- Agency operations and roles -- Advertising agency selection -- Agency remuneration -- ViewPoint 7.4 Coca-Cola's recipe for agency compensation -- Advertising budgets -- ViewPoint 7.5 Who spends the most? -- Chapter summary -- Review questions -- Chapter references -- Chapter 8 Traditional media -- Aims and learning objectives -- Minicase: Flying in Finnair to Asia -- Introduction -- Print media -- Magazines -- Some strengths in using magazines in the media plan -- Some weaknesses in using magazines in the media plan -- ViewPoint 8.1 Arla seek to Integrate with a loyalty campaign -- Newspapers -- Newspaper advertising -- Some strengths in using newspapers in the media plan -- Some weaknesses in using newspapers in the media plan -- Electronic media -- Radio -- ViewPoint 8.2 Nike in China - branding sports -- Some strengths in using radio in the media plan -- Some weaknesses in using radio in the media plan -- Television -- Some strengths in using television in the media plan. ; Some weaknesses in using television in the media plan -- ViewPoint 8.3 Cable television - branding with Latino cool -- Out-of-home media -- Some strengths in using out-of-home in the media plan -- Some weaknesses in using out-of-home in the media plan -- Direct mail -- ViewPoint 8.4 Reaching Aussie teens about cyberbullying -- Some strengths in using direct mail in the media plan -- Some weaknesses in using direct mail in the media plan -- Alternative advertising media -- Chapter summary -- Review questions -- Chapter references -- Chapter 9 Digital media and emerging technologies -- Aims and learning objectives -- Minicase: Changing the country from the ground up -- Introduction -- Internet and online advertising -- Some strengths in using online in the media plan -- ViewPoint 9.1 A Singapore brand for the digital age -- Some weaknesses in using online in the media plan -- ViewPoint 9.2 Using paint to decorate a website -- Mobile marketing -- ViewPoint 9.3 Funding a worthy cause through mobile marketing -- Some strengths in using mobile telephony in the media plan -- Some weaknesses in using mobile telephony in the media plan -- ViewPoint 9.4 Promoting HD football packages via mobile advertising -- Social media marketing -- Some strengths in using social media in the media plan -- Some weaknesses in using social media in the media plan -- Gaming -- Some strengths in using gaming in the media plan -- Some weaknesses in using gaming in the media plan -- Supplementary digital advertising media -- Chapter summary -- Review questions -- Chapter references -- Chapter 10 Media planning -- Aims and learning objectives -- Minicase: A need to revisit supermarket TV -- Introduction -- How does media planning work? -- ViewPoint 10.1 The Apartheid Museum: media plan creates awareness through pop culture -- A short and recent evolution of media planning. ; The media plan -- ViewPoint 10.2 Engaging social media in Brazil -- Factors in determining media objectives and strategies -- Scheduling -- ViewPoint 10.3 Nutritious . . . and delicious -- Media buying -- ViewPoint 10.4 Planning media (internally) for two languages -- Chapter summary -- Review questions -- Chapter references -- Chapter 11 Measuring advertising efficiency and effectiveness -- Aims and learning objectives -- Minicase: Measuring the media -- Introduction -- Media audience research -- ViewPoint 11.1 Seeking lasting relationships through online media measurability -- Calculating the audience -- Print measurement -- ViewPoint 11.2 Rebating the holiday season -- Broadcast measurement -- Digital measurement -- Internet -- ViewPoint 11.3 The Marmarati - only extreme lovers need apply -- Social media measurement -- ViewPoint 11.4 Bringing International Women's Day to Twitter -- Buying the media -- Chapter summary -- Review questions -- Chapter references -- Chapter 12 Standards and responsibilities -- Aims and learning objectives -- Minicase: Saving the Indian tiger with Aircel -- Introduction -- Attitudes towards advertising -- Ethics and advertising -- Controls and regulations -- The Advertising Standards Authority (ASA) -- Codes of practice -- Complaints and sanctions -- ViewPoint 12.1 So what do consumers complain about? -- ViewPoint 12.2 Promoting responsible drinking -- Corporate social responsibility -- ViewPoint 12.3 Leading brands to inspire sustainability in the UK -- ViewPoint 12.4 Kenco forms alliance to establish CSR -- Chapter summary -- Review questions -- Chapter references -- Chapter 13 Contemporary issues in advertising -- Aims and learning objectives -- Minicase: Go on, be a hero and pay your TV licence fee: a Swedish case of Radiotjänst -- Introduction -- Why can't we integrate our brand communications?. ; ViewPoint 13.1 Morrisons do integrated growing.
• Sommario/riassunto: The book covers advertising from top to bottom, with extensive coverage of traditional and contemporary approaches to all advertising media and a wealth of contemporary examples from around Europe and beyond. This book is the essential companion for undergraduate, postgraduate and professional students studying Advertising, Media and related subjects. &nbsp.
• Titolo autorizzato: Advertising
• ISBN: 1-78764-066-3; 0-273-76091-2
• Formato: Materiale a stampa
• Livello bibliografico: Monografia
• Lingua di pubblicazione: Inglese
• Record Nr.: 9910150227903321
• Lo trovi qui: Univ. Federico II
• Serie: Always learning.