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广告学:原理与实践(英文版)

广告学:原理与实践(英文版)

作者:(美)韦尔斯(William Wells)等著

出版社:清华大学出版社

出版时间:1999-04-01

ISBN:9787302033325

定价:¥66.00

内容简介
  本书作者WilliamWells是美国明尼苏达大学新闻与传媒学院广告学教授,工业界中市场学理论的权威之一。JohnBumett是美国丹佛大学市场学教授,致力于广告效应和市场战略的研究工作,并担任多家著名企业的顾问,曾多次获得优秀教学奖。Sandra东省Moriarty是美国科罗拉多州博尔德大学市场学教授,致力于市场变化的分析研究和市场信息交流理论的创立工作。广告学是一门新兴学科。本书从广告的基础和环境、广告的背景、规划和战略、广告的媒体、广告的制作、广告的操作等六方面将现实生活中五彩缤纷的广告世界归纳提炼,阐述了广告学的基本原理,同时介绍了最新或正在发展中的理论,并涉及到一些相关学科的基本内容(如市场学、心理学、人口统计学等)。书中列举了大量实例,包括许多著名企业的经营战略,帮助读者加深对基本理论的理解。本书在内容上有几个显著特点:(1)把大量广告工作者的实际经验归纳总结,溶合到广告学理论中去;(2)重点介绍市场和信息的相互关系;(3)强调先进通讯技术对广告效应和形式的影响,着眼于21世纪的发展战略等。全书深入浅出,力求严密性和可读性的统一,每章结尾都附有思考题、小组讨论题、推荐参考书以及实例分析。本书是一本很好的供工:商管理学院师生学习的教材,同时也是企业经营决策阶层、广告部门的参考书籍。为了适应我国社会主义市场经济的建设和发展,满足国内广大读者了解、学习和借鉴国外先进的管理经验和掌握经济理论的前沿动态,清华大学出版社与PrenticeHall国际出版公司合作影印出版一系列英文版经济管理方面的图书。我们所选择的图书,基本上是已再版多次、在国外深受欢迎、并被广泛采用的优秀教材,绝大部分是该领域中较具权威性的经典之作。在选书的过程中,我们得到了很多专家、学者的支持、帮助与鼓励,在此深表谢意!本书由清华大学经济管理学院宋学宝先生推荐,在此一并致谢!由于原作者所处国家的政治、经济和文化背景等与我国不同,对书中所持观点,敬请广大读者在阅读过程中注意加以分析和鉴别。我们期望这套影印书的出版对我国经济科学的发展能有所帮助,对我国经济管理专业的教学能有所促进。欢迎广大读者给我们提出宝贵的意见和建议;同时也欢迎有关的专业人士向我们推荐您所接触到的国外优秀图书。清华大学出版社第三编辑室1999.2
作者简介
暂缺《广告学:原理与实践(英文版)》作者简介
目录
    OVERVIEW
   Preface xvii
   About the Authors xxi
   PART I APVERTISING FOUNDATIONS AND ENVIRONMENT
    1 Introduction to Advertising
    2 Advertising and Society: Ethics and Regulation
    3 Advertising and the Marketing Process
    4 Advertising Agencies
   PART II APVEPTISINC BACKGROUND. PLANNING. ANO STRATEGY
    5 The Conswmer Audience
    6 Strategic Research
    7 Strategy and Planning
    8 How Advertising Works
   PART 111 APVERTISING MEDIA
    9 Meaw Strategy and Planning
    10 PrintMedia
    11 Broadcast Media
    12 Media Bvying
   PART IV CREATING ADVERTISING_____
    13 The Creative Side ofAdvertising
    14 Creating Print Advertising
    15 Creating Broadcast Advertising
    16 Creating Direct-Response Advertising
    17 Creating Directory and Out-of-Home Advertising
   PART V APVEPTISIIMG OPERATIONS
    18 Sales Promotion
    19 Public Relations
    20 Tbe Advertising Campaign
    21 Evaluative Research
   PART Vl MlSCELLANEOUS APVERTISING
    22 Business-to-Business and Retail Advertising
    23 Intennational Advertising
   Appendix: Careers in Advertising
   Glossary
   Credits
   Index
    CONTENTS
   Preface xvii
   About the Authors xxi
    PART 1 ADVERTISING FOUNDATIONS AND ENVI RONMENT
   CHAPTER1 Introduction to Advertising
    Refurbishing the Golden Arches
    What Makes an Ad Great?
    Classics, Characteristics of'Great Ads
    The World of Advertising
    Defining Advertismg
    Types of Advertising Roles ofAdvertising
    Functiow of Advertising
    The Four Players
    The Advertiser
    The Advertising Agency
    The Media
    Vendors
    The Evolution of Advertising
    The Ancient Periad
    TheAge ofPrint
    The Formattve Years
    Modern Advertising
    Summary
    VlDEO CASE: Can the Ban: Uproar wer LiquorAds
   CHAPTER2 Advertising and Society: Ethics and Regulation
    Has Volvo Done It Again?
    Advertising Ethics
    Ethical Criteria
    The Problem ofBeing Ethical
    Ethical Issues in Adverdsing
    Puffery
    Jaite and Advertmng
    Stereotyping m Advertismg
    Advertising toChildren
    Advertising Controverswl Products
    Subliminal Advertising
    Advertismg and the Law
    Advertising and the First Amendment
    The Federal Trade Commission
    The FTC and Advertisers
    FTC Concems with Advertising
    Deception
    Reasonable Basisfor Making a Claim
    RICO Suits
    Comparaive Advertising
    Endorsements
    Demowtrations
    Remedies for Decepdve and Unfair Adverasing
    Cansent Decrees
    Cease-and-Desut Orders
    Corrective Advertismg
    FTCHints
    Tbe Legal Responsibility ofthe Agency
    Substantiating Advertising Claims
    CoRedress
    Food and Drug Administration
    Federal Commumcattons Cvmmissim
    Other Federal Agencies
    Self-Regulation
    Self-Disdpline
    National Agenms
    Local Reguiation: BBB
    Media Regttla
    Aduertising
    A Final Consideration
    Summary
    VlDEO CASE: You Can't Fudge a Book by Its Cover
   CHARPER3 Advertising and the Marketing Process
    Paring Down at P&G
    Tht Idea afa Market
    Types ofMarkets
    The Marketing Concept
    The 4Ps ofMarketing
    Product
    Place (Channel of Distribution)
    Pricing
    Promition
    Advertising and the Marketing Mix
    Summary
    VlDEO CASE: Slotting Fees: New Front in the Great Space War 100
   CHARPER4 Advertising Agencies
    Managing a Lasting Relationship
    Essence ofthe Business: Value-Adding Ideas
    Why Hire an Agency?
    Expertise, Objectivityand Dedication
    Staffing and Management
    The Agency World
    Full-Service Agencv
    Specialized Agencies
    Virtual Agencies
    Igency
    Philosophies
    Trends in Advertistng and Marketing Communication
    Integrated Marketing Communication,
    How Agencies Are Organized
    Accwnt Management
    Creative Development and Production
    Media Plann
    Buying
    Research Department
    Intemal Seruices
    How Agencies Are Paid
    The Commission System
    The Fee System
    The Future: Efficiency
    Effectiveness
    and Accountability
    Summary
    CASE STUDY: The Honda Way
    VlDEO CASE: Chiat/Day
    PART 11 AnVFBTISIMG R ACKG OUND Pl ANNING AND STRATEGY
   CHARPER5 The Consumer Audience
    Settling Kids' Tummies
    Consumer Behavior
    The Comumer Audience
    Market Segmentation/Target Marketing,
    Influences on You as a Consumer
    Cultural and Social Influences
    Reference Groups
    Personal Influences
    Demographics
    Geograpbic Location
    Psycbographics
    Buying Behavior
    The Key to Effective Advertising: Understanding the Audience
    Summary
    VlDEO CASE: How Healthy is Health Food?
    APPENDIx: Studying Consumer Trends Using Social Trends for Advertuing
    Decisiom
    Strategic Research
    Understanding Europe's Generation X
    Research: The Quest for Intelligence
    Strategic Research versus Evaluative Research
    Exploratory Research
    Who Organizes the Facts?
    The Strategy Document
    Marketing Obyective The Product The Target Audimce Promise and
    Support Brand Personality Strategy Statment
    Message Development Research
    Diagnostic Research and Early Feedback Commtunicatim Tests
    The Future of Advertising Research
    Trend 1: Right Sizing Trend 2: Globalization Trend 3: New Media Technology,
    Trend 4: Integrated Marketing Communication Trend 5: Increased Government
    Activism
    Summary
    VIDEO CASE: Christmas Toys
    Strategy and Planning
    RadioShack Has the Answers
    Strategy and Planning
    Strategic Planning: Making Intelligent Decisions, The Business Plan,
    The Marketing Plan
    Marketing Objectives Marketing Problems and Opportunities, Selecting Target
    Markets Marketing Strategies Executing Plans Evaluating Plans
    The Advertising Plan
    Situation Analysis Advertising Strategy Decisions Implementation and
    Evaluation The Advertising Budget
    The Creative Plan and Copy Strategy
    Message Strategies, Sellmg Premises, Execution Details,
    Summary
    CASE STUDY: GM Goes Electric
    VlDEO CASE: A Microbrew by Any Other Name
    How Advertising Works
    Zapping the Ads
    Advertising Impact
    The Advertising Environment The Audience Breakthrough Advertismg
    The Psychology ofAdvertising
    Perception: Creating Stopping Power Awareness: Making an Impression
    * Understanding: Making It Clear Persuasim: Making Mming Messages Locking
    Power: Making It Memorable
    How Brand Images Work
    Brand Image, Building a B
    Summary
    CASE STUDY: Do Spnkescharacters and Celebrities Pay Out in Saies?
    VlDEO CASE: Tootbpaste Adwertising: More than Kype?
    PART 111 ADVEHTISING MEDIA
   CHAPTER 9 Media Strategy and Planning
    Where Are Those College Studenrs?
    The Function ofMedia Planning in Advertising
    The Aperture Concept in Media Planning
    Media Planning Operations: Information Sources and Analysis
    Marketing Sources
    Creatiue Swrces
    Media Sources
    Media Planning Operations: Setting Objecrives
    Finding Target Audiences in Media Opportunittes
    Sales Geography: Wtere toAdvertise?
    Timing: When to Advertise?
    Duration: How Long to Advertise?
    Media Planning Operadons: Developing Strategies
    Target Audience Strategies: New Technolcay ofMsasurement
    Geographic
    Strategies: Allocating Medic Weight
    Timing/Duration Strategies: Cmtinuity Pattens
    Media Planning Operations: Media Selection Procedures
    Audience Measvres Used in Msdia Planning
    Reach and Media Planning
    Frequencyand Media Planning
    Combining Reach and Frequewy Goals: Effective Frequency
    Cast Effideency as a Planning Dimmsion
    Seiecting Acceptable Media Environments
    Media Planning Operations: Staging a Media Plan
    Background/Situation Analysis
    Media Objectives/AferWft Opportunities
    Stratecy:Selectim ofMedia
    The Flow Chart: Scbeduling and Budgeting Allocation
    Summary
    VlDEO CASE: Call Waitmg
   CHAPTER10 PrintMedia
    Spimning toward Generation X
    Print Media
    Newspapers
    The Structure ofNewspapers The Readers of Newspapers Measuring the Newspaper
    Audience Adverttsing m Newspapers The Advantagts ofNewspapers The
    Disadvantages ofNewspapers The Future of NeTVspapcrs
    Magazines
    The Structure ofMagazines The Readers of Magazmes Msasuring Magazine
    Readership Advertising in Magszines The Advantages ofMagaztnes The
    Disedvantages of Magazines The Future of Magazmes
    SSummary
    VlDEO CASE: Infromnercials
    CHAPTER11 Brcadcast Media
    MTV in Europe: One Country at a Time
    The Structure of Television
    JVired Network Television Uvwied Network Televisim, Public Televuion: The Fifth
    Network Cable and Subscription Television Local Television Specialty
    Telnision Interactive Television Television Syndication
    Television Advertising
    Forms ofTelevmm Advertising
    The Television Audience
    How People Watch Television Measuring the Televiswn Audience
    Advantages and Disadvantages ofTelevision
    Advantages Disadvantages Inflexibility
    The Structure of Radio
    AMSadio FMSadio Cable and DAB Kadio
    Radio Advertising
    Network Radio Spot Radic
    The Radio Audience
    Measuring the Radiu Audience
    Advancages and Disadvantages ofRadio
    Aduantages Disadvantages
    Summary
    VlDEO CASE: Infvmercials in the 1990s: More than Slicing and Dicing
   CHAPTER12 Media Buying
    Ads May Show Up Anywhere
    Media-Buying Functions
    Providing Inside Information to the Media Planner Mcdia Vehicle
    Selection Negntiating Media Prices Monitoring Vehicle Performance
    Postcampaign Analysis
    Special Skills: Expert Knowledge ofMedia Opportumries
    Media Cmtent Audience Habits Research Evaluetion
    Special Skills: Knowledge ofMedia Pricing
    Media Cost Responsibilities
    Special Skills: Media Vehicle Selection and Negotiation
    The Boundaries: Working Wtthin Plan Requrrements Negotiatioii: The Art of a Buyer,
    Spedal Skills: Maintaming Plan Performance
    Mwitoring Audience Research Schedule and Technical Problems
    Summary
    VlDEO CASE: Look' Up in the Sky' It's a Bird! It's a Plane! It's an -
    Advertisement'
    CHAPTER13 Tbe Creative Side of Advertising
    How Ideas Evolve: The "Got Milk?" Campaign
    The Creative Concept
    What Makes an Idea Creattue? ROI Strategy and Creatwity
    Creadve Thinlking
    Tbs Creative Person Creative Roles
    The Creative Process
    Manegmg the Creative Process
    Creadve Strategy
    TyftS ofMessages Hard and Saft Sell
    Crearive Execudons
    Aduertising Formats Tone Words and Pictures
    Effective Creativity
    Summary
    VlDEO CASE: Garbage
   CHAPTER14 Creating Print Advertising
    Slow Down and Dream
    Print Advertising
    Newspaper Advertisements Magazine Advertuements
    Wriring for Print
    Headlines Otber Display Copy BodyCopy
    Designing for Print
    Layout Styles Design Principles Coior
    Print Production
    Typegraply TheA Color Reprodwtion Printing Process Vew
    Jecbnology
    Summary
    CASE STUDY: Bastball Needs a Hame Run
    VlDEO CASE: The Gap: Creating Prmt Advertismgfar a Changing Market
   CHAPTER15 Creating Broadcast Advertising
    Promoting the Big Screen on the Litde Screen
    The Video Environment
    Characteristics oflelevision Commercials
    Message Strategy Elements Filming and Taping Planning and
    Producing Commercials Scripts and Storyboards The Team
    Producing a Television Commercial
    Preproduction The Sboot Postproduction Rules ofTbumb for
    Producmg Television Commercials
    The Radio Commercial
    Characteristics oftbe Radio Environment Message Strategy Writing for Audio,
    Tools Scriptmg
    Producing a Radio Commercial
    Taptd Cvmmercials Jve Spots
    Message Trends
    Zapping Image Manipulation Interactive Media
    Summary
    VlDEO CASE: Man vs. Machines: Tbe Digital Revolution in Mwic
    CHAPTER16 Creatmg Direct-ResPmnse Advertising
    They Keep Coming Back
    Direct Marketing
    Types ofDirect Marketmg
    The Direct-Response Industry
    Reasansfwr Growth
    Integrated Direct Marketing
    Prvblems witb Direct Marketing Direct-Rtsponse Adoertising Database
    Marketing
    Managing Direct Marketing
    The Advertisers TheAgencies The Consumers
    Managing the Database
    Designing a Dtrect-Marketing Piece
    The Media of Direct Response
    DirectMail The Catahg Markttplace PrintMedia Broadcast
    Media
    Telemarketing
    Costs Cbaracteristics Tbe Message
    Online Marketing
    The Future ofDirect Markedng
    Summary
    VlDEO CASE: We've Seen the Future and, It's Home Shopping 503
   CHAPTER17 Creating Directory and Out-of-Home Advertising 505
    Delivering the Goods
    Out-of-Home Advertising
    Outdoor Aduertising Message Design Production ofOutdowAdvertising
    Bvymg Outdoor Space The Audience
    Transit Advertising
    The Transit Audience Message Design Other Posters
    Directory Advertising
    Yellow Pages Advertising ThtAudience Creating the Yellow Pages
    Ad Trends m Directories
    Other Innovadve Advertising Media
    Movie Advertismg Other Altennauve Media Reminder Messages Actian
    Messages
    Summary
    VlDEO CASE: Cadillac Style
    PART V ADVERTISING OPRATLQNS
   CHAPTER18 Sales Promotion
    Happy Meals--Happy Opportunities
    Defining Sales Promotion
    The Size of Sales Promotion
    Reasonsfor tbe Growth ofSales Prvmotion,
    The Role of Sales Promotion in Markering
    The Relationship Between Sales Promodon and Advertising
    Dtffermces and Similarities Introducing a New Product Can Sales
    Promotion Build Brands?
    Types of Sales Promotion
    Consumer Sales Promotion Reseller (Trade) Sales Promotion
    The Future of Sales Promotion
    Summary
    VlDEO CASE: Telemarklting and Sales Pramotion
   CHAPTER19 Public Relations
    Food Lion Roars Back
    The Challenge of Public Relations
    Comparing Public Relations and Advertising
    Media Use Cmtrol Credibility
    The Components of Public Relations
    Trackmg Public Opmion
    Public Relations Tools and Techniques
    Public Relations and Controlled Media Media Relations Crisis Management
    Ekctronic Communication
    Nonprofit Public Relations
    Nonprofit Organizattow
    Evaluating Public Relations
    Summary
    CASE STUDY: Hey Baby Want to Play Office?
    VlDEO CASE: "Whose Side Are You On?" Creatmg a Public Service Ad Campaign
   CHAPTER20 The Campaign Plan
    Where's Your Mustache?
    The Structure of a Campaign Plan
    Situadon Analysis
    SWOTAnalysis
    Campaign Strategy
    Objectives Targeting Pasitioning The
    Appropriation
    Marketing Communication Activities
    Creative Theme Creative Strategy and Tactics Media Plan
    Other Marketing Communicatim Activities
    Phases of a Campaign
    The Next Phase
    Evaluation
    Summary
   CHAPTER21 Evaluative Research
    Everyone Is the Same at GM
    Evaluative Research Suppliers and Methods
    Memory Tests
    Recall Tests Recognition Tests
    Persuasion Tests
    Types ofPersuasion Tests Assessing Persuasion Tests
    Direct-Response Counts
    Communcation Tests
    Focus Groups
    Physiological Tests
    Assessmg Physiologual Tests
    Frame-by-Frame Tests
    AAssessing Frame--by-Frame Tests
    In-Market Tests
    Simvlated Test Markets Single-Source Data
    Implications of Evaluative Research
    Summary
    VlDEO CASE: "Perfect" Navy by Cwer Girl
    PART Vi MlSCELLANEOUS ADVEJBTlSNG
   CHAPTER22 Rstail and Btusiness-to-Business Advertising
    A Store Withcut a Store
    Retail Advertising
    Retail Advertising versw Netional Advertising Cooferatwe Advertising
    Types ofRctau Advertising Trends in Retailing Creating the Rerail
    Ad
    Buying and Selling Local Media
    Retail Media Strategy Media Altematives Retail Markel ResMrch
    Business-to-Business Advertising
    Types of Business-to-Bwmess Advertising Busmess vsrsus Consumer Marketing
    Bwiness-to-Bwiness Advertising Objectives Creuting Business-to-Bvsiness Ads
    Business-to-Busmess Advertising Media
    General Business and Tradc Publications Directyry Adverttsing Direct
    Mprketing Ccnsumer Media Recent Trends in Medie Services Does Busimss
    Advertising Siill?
    Smmary
    CAE STUDY: SadioShack Has the Ansisen
    VlDEO CASE; Price Cbopper: "Best Fwds/Best Price"
   CHAPTER23 International Advertising
    Intemadonal Marketmg
    Evelution of Global Marketing
    The Global Perspective
    GlobalBrands The Global Debats and Advertising Open Market: and
    Regulations
    Intemadonal Managemenc
    LingM Franca Strategic Plan Budget Control
    Structure of Intemational Advertising
    Organizingfor Inunnational Advertising,
    Intemational Advertising Campaigns
    Centrally Controlled Campaigns Hvw Well Does Advertising Cross
    Borders? Mediafor Imemational Campaigns Execution of Intemational
    Campaigns
    Special Intemational Considerations
    Customs and Culture Time Inertia Resistance Rejection and Politics
    Summary
    INTERNATIONAL CASE STUDY: The Train That Runs Through It
    VlDEO CASE: Golden Arches in Moscow
    Appendix: Careers in Advertising
   Glossary
   Credits
   Index
   
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