| Autore |
Moriarty Sandra E (Sandra Ernst)
|
| Edizione | [Tenth edition, global edition.] |
| Pubbl/distr/stampa |
Boston : , : Pearson, , [2015]
|
| Descrizione fisica |
1 online resource (672 pages) : color illustrations, photographs
|
| Disciplina |
659.1
|
| Collana |
Always Learning
|
| Soggetto topico |
Advertising
|
| ISBN |
1-292-01739-2
1-292-01995-6
|
| Formato |
Materiale a stampa  |
| Livello bibliografico |
Monografia |
| Lingua di pubblicazione |
eng
|
| Nota di contenuto |
Cover -- Title Page -- Contents -- Preface -- PART 1 Principle: Back to Basics -- 1. Advertising -- IT'S A WINNER: Old Spice: What It Takes to Be a Man -- What Is Advertising? -- What Are Advertising's Basic Functions? -- What Are the Key Components of Advertising? -- Common Types of Advertising -- Other Important Promotional Tools -- What Roles Does Advertising Perform? -- A MATTER OF PRACTICE: The Greatest Commercial Ever Made -- How Did Current Practices and Concepts Evolve? -- Eras and Ages -- The Advertising World -- Who Are the Key Players? -- A MATTER OF PRINCIPLE: Mad Men: The Inherent Drama of Advertising -- THE INSIDE STORY: Freelancing: Two Sides of the Coin -- Types of Agencies -- How Are Agency Jobs Organized? -- A DAY IN THE LIFE: The Day-to-Day Job in Content Management -- How Are Agencies Paid? -- How Is the Practice of Advertising Changing? -- Consumer in Charge -- Blurring Lines and Converging Media -- Accountability and Effectiveness -- Integrated Marketing Communication -- Looking Ahead -- IT'S A WRAP: Old Spice: The Smell of Success -- Key Points Summary -- Key Terms -- Review Questions -- Discussion Questions -- Take-Home Projects -- TRACE North America Case -- 2. Brand Communication -- IT'S A WINNER: McDonald's Love Story -- What Is Brand and Marketing Communication? -- Brand Communication's Role in Marketing -- Who Are the Key Players? -- What Are the Most Common Types of Markets? -- A DAY IN THE LIFE: A View from the Marcom Front Line -- How Does the Marketing Mix Send Messages? -- Added Value -- What Is Integrated Marketing Communication? -- What Is the Role of Communication in Branding? -- THE INSIDE STORY: A Passion for the Business -- How Does a Brand Acquire Meaning? -- How Does Brand Transformation Work? -- A MATTER OF PRINCIPLE: It's Pure and It Floats -- Brand Value and Brand Equity.
A PRINCIPLED PRACTICE: PAUSE FOR THE CAUSE: Boosting Brand Value with Cause Marketing -- Brand Communication in a Time of Change -- Brand Relationships -- Accountability -- Global Marketing -- Word-of-Mouth Marketing -- Looking Ahead -- IT'S A WRAP: Golden Arches, Golden Opportunity -- Key Points Summary -- Key Terms -- Review Questions -- Discussion Questions -- Take-Home Projects -- Trace North America Case -- 3. Brand Communication and Society -- IT'S A WINNER: To Tell the truth® -- What Is the Social Impact of Brand Communication? -- What Are the Key Debates about Impact on Society? -- What Are the Key Debates and Issues about Brand Communication Practices? -- THE INSIDE STORY: Pepsi: Creating Culturally Relevant Programs -- A PRINCIPLED PRACTICE: Tribute to Ivan L. Preston: 1931-2011 -- Communicators' Ethical Responsibilities -- PRACTICAL TIPS: Brilliant or Offensive Advertising? -- Personal and Professional Ethics -- A MATTER OF PRACTICE: Advertising Gets No Respect! -- Why and How Is Brand Communication Regulated? -- Brand Communication's Legal Environment -- The Regulatory Environment -- The Impact of Regulation -- Media Review of Advertising -- Self-Regulation -- Looking Ahead -- IT'S A WRAP: The truth® Wins Out in the End -- Key Points Summary -- Key Terms -- Review Questions -- Discussion Questions -- Take-Home Projects -- TRACE North America Case -- Hands-On Case -- PART 2 Principle: Be True to Thy Brand-and Thy Consumer -- 4. How Brand Communication Works -- IT'S A WINNER: Anatomy of an Award-Winning Campaign for Chrysler -- How Does Brand Communication Work? -- The Mass Communication Foundation -- Adding Interaction to Brand Communication -- THE INSIDE STORY: What Went Wrong at Office Depot? -- Other Aspects of Communication -- What Are the Effects behind Effectiveness? -- What Are the Facets of Impact?.
The Perception Facet: See/Hear -- A PRINCIPLED PRACTICE: Ice Cubes, Breasts, and Subliminal Ads -- The Emotion or Affect Facet: Feel -- The Cognition Facet:Think/Understand -- A MATTER OF PRINCIPLE: Thought vs. Feeling -- The Association Facet: Connect -- The Persuasion Facet: Believe -- The Behavior Facet: Act/Do -- A MATTER OF PRACTICE: May VW's Force Be with You -- The Power of Brand Communication -- Strong and Weak Effects -- Looking Ahead -- IT'S A WRAP: Finding Chrysler's Heart and Soul -- Key Points Summary -- Key Terms -- Review Questions -- Discussion Questions -- Take-Home Projects -- TRACE North America Case -- 5. Segmenting and Targeting the Audience -- IT'S A WINNER: Dove Audiences Redefine Beauty -- Starting the Conversation -- How Do Consumers Make Brand Decisions? -- Paths to a Brand Decision -- What Influences Consumer Decisions? -- Cultural Influences -- A MATTER OF PRINCIPLE: "There Are No Ugly Women, Only Lazy Ones": Why Dove's Real Beauty Campaign Flopped in Taiwan -- Social Influences -- THE INSIDE STORY: Scotts Brand Comes Alive as Scott -- Psychological Influences -- Influences on B2B Decision Making -- How Do We Segment Markets and Target Audiences? -- Segmentation Strategies -- Types of Segmentation -- Targetingthe Best Audience -- Profiling Markets and Target Audiences -- Targeting and Profiling Using Demographics -- A MATTER OF PRACTICE: Same-Sex Marriage: A Boon to the Economy? -- Targeting and Profiling Using Psychographics -- Sociodemographic Segments -- Targeting and Profiling Using Behavioral Patterns -- Seeking Seekers -- Looking Ahead -- IT'S A WRAP: The Beauty of a Campaign -- Key Points Summary -- Key Terms -- Review Questions -- Discussion Questions -- Take-Home Projects -- TRACE North America Case -- 6. Strategic Research -- IT'S A WINNER: Domino's Cooks Up a Recipe for Success.
How Do You Get Insights into Consumer Behavior? -- What Are the Basic Types of Research? -- Basic Research Designs -- A Principled Practice: Does Advertising Make Smoking Cool? -- How Do We Use Research? -- Market Information -- Consumer Insight -- Media Information -- Message Development and Diagnostics -- Evaluation -- A MATTER OF PRINCIPLE: Finding Moments of Truth -- What Are the Most Common Research Methods? -- Ways of Contact: Quantitative Methods -- Ways of Contact:Qualitative Methods -- A MATTER OF PRACTICE: Online Marketing Research -- A Day in the life: A Stopwatch, Code Sheet, and Curiosity -- How Do You Choose a Research Method? -- Research Trends and Challenges -- Sampling Challenges -- Global Issues -- IMC Research Challenges -- Looking Ahead -- IT'S A WRAP: Domino's Gets Its Slice of the (Pizza) Pie -- Key Points Summary -- Key Terms -- Review Questions -- Discussion Questions -- Take-Home Projects -- TRACE North America Case -- 7. Strategic Planning -- IT'S A WINNER: Re-telling a Tale -- What Is Strategic Planning? -- The Business Plan -- The Marketing Plan -- A PRINCIPLED PRACTICE: "Just Give Me My One Vice" -- A MATTER OF PRACTICE: "My SPAR": Letting Our Customers Lead -- The Brand Communication/IMC Plan -- Plans for Marketing Communication Functions -- Key Strategic Decisions -- The Communication Objectives -- The Target Audience -- Brand Identity Strategy -- THE INSIDE STORY: Mistake #1: Drinking and Driving Drunk -- Brand Positioning Strategy -- Consumer Insight and Account Planning -- A MATTER OF PRINCIPLE: The 7-Up Uncola Story: A Classic in Repositioning -- Account Planning -- The Consumer Insight Process -- The Creative Brief -- Looking Ahead -- IT'S A WRAP: Re-telling a Tale -- Key Points Summary -- Key Terms -- Review Questions -- Discussion Questions -- Take-Home Projects -- TRACE North America Case -- Hands-On Case.
PART 3 Practice: Developing Breakthrough Ideas in the Digital Age -- 8. The Creative Side -- IT'S A WINNER: A Tale of Brotherly Love and Sharp Thinking -- Science and Art? -- Who Are the Key Players? -- What Is the Role of Creativity? -- A DAY IN THE LIFE: Tweets from the Front Line -- The Creative Brief -- Message Strategies -- Which Strategic Approach to Use? -- A MATTER OF PRINCIPLE: Six Message Strategies in Six Minutes -- Strategic Formats -- Matching Messages to Objectives -- Creative Thinking: So How Do You Do It? -- Big Ideas -- PRACTICAL TIPS: Checklist for Killer Ads -- The ROI of Creativity -- The Creative Leap -- Dialing Up Your Creativity -- The Creative Process: How to Get an Idea -- Brainstorming -- Managing Creative Strategies -- Extension: An Idea with Legs -- Adaptation: Taking an Idea Global -- Evaluation: The Go/No-Go Decision -- Looking Ahead -- IT'S A WRAP: Creating Ideas That Stick -- Key Points Summary -- Key Terms -- Review Questions -- Discussion Questions -- Take-Home Projects -- TRACE North America Case -- 9. Promotional Writing -- IT'S A WINNER: Wildlife Blaze Trails for Frontier -- The Writer's Role in Brand Communication -- The Language of Brand Communication -- Writing Styles -- Strategy and Legal Imperatives -- Types of Brand Communication Writing -- The Ad Copywriter -- PRACTICAL TIPS: So You Think You Want to Create a Funny Ad? -- Public Relations Writing -- Direct-Response Writing -- Writing for Various Media -- Basics of Writing for Print Media -- A MATTER OF PRINCIPLE: The Principle of Truth -- Radio Messages and How to Write Them -- Television Messages and How to Write Them -- A MATTER OF PRACTICE: How the Emotional Pivot Works in a Story -- A DAY IN THE LIFE: A Copywriter's View of Television Production -- The Internet and How to Write for It -- Copywriting Challenges -- Writing for a Global Brand.
Looking Ahead.
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| Record Nr. | UNINA-9910151591503321 |
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