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Books on: □ PR
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The Essentials of Advertising
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The Essentials of Advertising. Piscataway : Research and Education Association, 1992. 67 p.
Contents
1 INTRODUCTION 1.1 What is Marketing? 1.2 What is Promotion? 1.2.1 Personal Selling 1.2.2 Sales Promotion 1.2.3 Public Relations/Publicity 1.2.4 Advertising 1.3 What is Advertising? 1.3.1 Purposes of Advertising 1.3.2 Functions of Advertising |
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7 STRUCTURE OF THE ADVERTISING BUSINESS 7.1 Advertising Agencies 7.1.1 Role of Agencies 7.1.2 Types of Agencies 7.1.З Agency Income 7.1.4 Client Solicitation 7.2 Company Agencies 7.2.1 Functions 7.2.2 Organization
8 ADVERTISING PLANNING 8.1 The Marketing Plan 8.2 The Advertising Plan 8.2.1. Research 8.2.2 Advertising Objectives 8.2.3 Advertising Strategy 8.2.4 Budgeting
9 MEDIA PLANNING 9.1 Media Objectives 9.2 Media Strategy
10 PRINT MEDIA PRODUCTION 10.1 Typography 10.2 Typesetting 10.3 Printing
11 PRINT MEDIA EVALUATION 11.1 Magazines 11.1.1 Advantages 11.1.2 Disadvantages 11.1.3 Buying Space 11.2 Newspapers 11.2.1 Advantages 11.2.2 Disadvantages 11.2.3 Buying Space
12 BROADCAST MEDIA PRODUCTION 12.1 Television 12.1.1 Types of Television Advertising 12.1.2 The Production Process 12.1.3 Techniques 12.2 Radio 12.2.1 Types of Radio Advertising 12.2.2 The Production Process
13 BROADCAST MEDIA EVALUATION 13.1 Television 13.1.1 Advantages/Disadvantages 13.1.2 Audiences 13.1.3 Buying Television Airtime 13.1.4 Measurement of the Audience 13.2 Radio 13.2.1 Advantages/Disadvantages 13.2.2 Audiences 13.2.3 Buying Radio Airtime 13.2.4 .Radio Measurement
14 ADDITIONAL SUPPORT MEDIA 14.1 Direct Marketing 14.2 Out-of-Home Media 14.3 Specialty Advertising 14.4 Other Media
15 SALES PROMOTION 15.1 Final Consumer 15.2 Reseller
16 THE COMMUNICATION PROCESS 16.1 The 5 Ws 16.2 Basic Communications 16.2.1 Source 16.2.2 Message 16.2.3 Channel 16.2.4 Receiver 16.2.5 Feedback 16.2.6 Noise
17 COPYWRITING 17.1 Building Blocks for Good Copy 17.2 Copy Objectives 17.3 Headlines 17.4 Subheads 17.5 Body Copy
18 ADVERTISING DESIGN 18.1 Layout 18.2 Illustration 18.3 Advertising Design Employees
19 ADVERTISING EFFECTIVENESS TESTING 19.1 Testing Process 19.1.1 Pretesting 19.1.2 Posttesting
20 THE LEGAL ENVIRONMENT OF ADVERTISING 20.1 Federal Regulations 20.2 State Regulations 20.3 Self-Regulation
21 INTERNATIONAL ADVERTISING 21.1 The International Environment 21.2 Global Advertising 21.3 When is Global Advertising Needed?
22 A SAMPLE OF THE ADVERTISING PLAN STRUCTURE 22.1 Situational Analysis 22.2 Advertising Strategy 22.2.1 Key Problems/Opportunities 22.2.2 Product Concept 22.2.3 Target Audience 22.2.4 Advantages 22.3 Creative Plan 22.3.1 Message Strategy 22.3.2 Concept Development/Execution 22.4 Media Plan 22.4.1 Strategy 22.4.2 Selection 22.5 Research and Evaluation 22.6 Campaign Budget
CHAPTER 1 INTRODUCTION
1.1 What is Marketing?
According to the American Marketing Association, marketing is "the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives". Marketing is broken down into what is called the marketing mix. The marketing mix consists of pricing, product, channels of distribution, and promotion. These marketing mix variables are controllable and are used to achieve the exchange between organizations and individuals described above.
1.2 What is Promotion?
The promotional variable is one of four unique variables that make up the marketing mix. It is further broken down into four functions: personal selling, sales promotion, public relations/publicity, and advertising.
1.2.1. Personal Selling Personal selling is face-to-face communication between a selling organization (usually a sales representative) and a buyer. Usually the seller is trying to persuade the buyer to purchase a product/service or accept/modify an idea.
1.2.2 Sales Promotion Promotional activities that enhance or give value-addition incentives to buyers of a product or service, such as contests, point-of-purchase displays, stamps, premiums, and trade shows, among others, are called sales promotion.
1.2.3 Public Relations/Publicity Public relations and publicity are communications to various consuming bodies (final consumers, intermediaries, stockholders, general publics, etc.) that are not paid for. There is no clear sponsorship of the communication in publicity.
1.2.4 Advertising Advertising is paid, sponsor-identified, nonpersonal communication about a product, idea, service, or organization. It is usually persuasive.
1.3 What is Advertising?
Advertising serves many purposes and functions.
1.3.1 Purposes of Advertising
Advertising is used for the following purposes: It is used to differentiate a product or service. It is used to help the consumer identify a product or service. It is used to communicate to the consumer about the company/organization, idea, or new product or service. It is used to entice consumers to try new products or services. It is used to increase the usage or re-usage of a product or service. It is used to create brand or service loyalty.
1.3.2 Functions of Advertising
Advertising provides the following general functions for society. It acts as an Educational Vehicle. an Economic Vehicle. a Communication Vehicle. a Social and Cultural Vehicle "
The full text of the book can be found at bookstores, e-bookstores and libraries.
Вернуться к содержанию Каталога книг о рекламе, PR и СМИ |
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See also: Measuring Advertising Effectiveness The Effect of Advertising and Display
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