The advertising business : operations, creativity, media planning, integrated communications / edited by John Philip Jones.
The 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.
Saved in:
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Full Text (via SAGE) |
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| Other Authors: | |
| Format: | eBook |
| Language: | English |
| Published: |
Thousand Oaks, Calif. :
Sage Publications,
©1999.
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| Subjects: |
MARC
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| 245 | 0 | 4 | |a The advertising business : |b operations, creativity, media planning, integrated communications / |c edited by John Philip Jones. |
| 260 | |a Thousand Oaks, Calif. : |b Sage Publications, |c ©1999. | ||
| 300 | |a 1 online resource (548 pages) : |b illustrations (some color) | ||
| 336 | |a text |b txt |2 rdacontent | ||
| 337 | |a computer |b c |2 rdamedia | ||
| 338 | |a volume |b nc |2 rdacarrier | ||
| 504 | |a Includes bibliographical references and indexes. | ||
| 520 | 8 | |a The 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. | |
| 505 | 0 | |a Introduction -- John Philip Jones; The Advertising Business; PART ONE: HOW AGENCIES OPERATE; Agency Management -- Eric Mower; Some Secrets; The Account Executive in an Advertising Agency -- Jay Quinn; Account Planning -- Nicholas Staveley; A British Perspective; Account Planning -- Damian O'Malley; An American Perspective; The Advertising Creative Process -- Jeremy Bullmore; The Art Director -- John L Sellers; Budgeting for Advertising and the Advertising-Intensiveness Curve -- John Philip Jones; Advertising Media -- Carla V Lloyd; A Changing Marketplace; The Media Buyer in the Advertising Agency -- Debra L Merskin; Advertising Agency Compensation Systems -- Rana S Said; New Business Activity -- Randall Rothenberg; Account Reviews; The Culture of an Advertising Agency -- John Philip Jones; PART TWO: CREATIVE ASPECTS; Strategy in Advertising -- John Philip Jones; Television Advertising. | |
| 505 | 0 | |a Herbert E Krugman; Learning without Involvement; Humor in Television Advertising -- Jeremy Bullmore; A Practitioner's View; Humor in Television Advertising -- Paula Pierce; A Researcher's View; Celebrities in Advertising -- Abhilasha Mehta; Emotion and Advertising -- Esther Thorson; Hierarchies of Effect -- John Philip Jones; Advertising Theories; Cognitive Dissonance and Selective Perception -- Carri Brown, | |
| 505 | 0 | |a Betzi-Lynn Hanc and Nujchayada Pangsapa; Their Relevance to Advertising; The Creative Characteristics of Successful Television Advertising -- John Philip Jones; Comparative Advertising -- Jan S Slater; The Unique Selling Proposition and Usage-Pull -- John Philip Jones; Truth and Weasels -- David Ogilvy; Television Production Costs -- Jan S Slater; PART THREE: MEDIA ASPECTS; Media-Medium-Mediorum -- Stephen P Phelps; Media Definitions; Television Advertising -- Erwin Ephron; Continuity Scheduling (Advertising without Gaps); What Does Effective Frequency Mean Today? -- John Philip Jones; Barter Syndication -- Brian Philip Webster; Cable Television -- Jeremiah L Rosen, | |
| 505 | 0 | |a Laura A York and Aileen (Shih-I) Ku; PART FOUR: SALES PROMOTIONS AND SPECIALIST MEDIA; Trends in Promotions -- John Philip Jones; Integrated Marketing Communications and How It Relates to Traditional Media Advertising -- Don E Schultz; Integrated Marketing Communications in Practice -- John Deighton; A Roadmap to On-line Marketing Strategy -- Rex Briggs; Direct Marketing -- Sidney C Liebenson; Direct-Response Advertising -- Emily Soell; Creative Principles; Promotions and Advertising -- John Philip Jones; Comparison of Effectiveness; Specialty Advertising -- William H Bolen; Event Marketing -- Shirley F Taylor and Peggy H Cunningham; Sports Advertising and the Super Bowl -- Rick Burton; Business-to-Business Advertising -- Beth E Barnes; Product Packaging -- Jan S Slater; The Silent Salesman; Public Relations and Advertising -- Ian R Bruce; PART FIVE: LEGISLATION AND ETHICS; The Supreme Court of the United States. | |
| 505 | 0 | |a And the First Amendment Protection of Advertising -- Jay B Wright; Ethics of Advertising -- Peggy H Cunningham; Oxymoron or Good Business Practice? | |
| 540 | |a Restricted: Printing from this resource is governed by The Legal Deposit Libraries (Non-Print Works) Regulations (UK) and UK copyright law currently in force. |5 WlAbNL | ||
| 650 | 0 | |a Advertising |z United States. | |
| 650 | 0 | |a Advertising. | |
| 650 | 0 | |a Publicity. | |
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| 650 | 7 | |a Advertising |2 fast | |
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| 700 | 1 | |a Jones, John Philip. | |
| 758 | |i has work: |a The advertising business (Text) |1 https://id.oclc.org/worldcat/entity/E39PCGPjvP3JFCcdfcqd48Q44q |4 https://id.oclc.org/worldcat/ontology/hasWork | ||
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