CONTEMPORARY

advertisingand Integrated MarketingCommunications

thirteenth edition

William F. Arens

Michael F. Weigold

Christian Arens

McGraw-HillIrwln

detailed contents

The Preface, vii

Our Thanks, xix

Part One Advertising Perspectives

1. Advertising Today? 2

What Is Advertising? 8

Communication: What Makes Advertising Unique, 10

The Human Communication Process, 10 Applying the CommunicationProcess to Advertising, 11

Marketing: Determining the Type of Advertising to Use, 15

What Is Marketing? M Y A D C A MPAIGN 115 Advertising and the Overview, 7Marketing Process, A Q LAB 1-A16 Identifying Target Markets Advertising as a Literary Form, 14and Target Audiences, ETHICAL ISSUES17 Implementing Marketing ' Ethics in Advertising: An Overview, 16Strategy, 19 Integrating PORTFOLIO REVIEWMarketing Communications, 27 Audacity in Action, 20

2 The Bis Picture-The PEOPLE BEHIND THE ADS&. ine Dig riciure. me A | b e r t L a s k e r a n d a a u d e Hopkins, 26

Evolution of Advertising, 30Economics: The Growing Need for Advertising, 33

™; F do L I O H R r i E " rt.. 38

^rr *li •• • ^ The Modem History of Advertising, 38Effects of Advertising in a Free .„..„Economy, 34 The Evolution of 1 1 - , ™ c ^ - i. o ^

Ethical Dilemma or Ethical Lapse?, 43T , . x.i - i - , , ^ * %•, Tools for T e a m w o r k , 4 9looking at the 21st Century, 51

AD LAB 2-ASociety and Ethics: The Effects of What Kills Bugs Dead?, 53Advertising, 54 PEOPLE BEHING THE ADS

William Bernbach, 56

3. The Big Picture: Economicand Regulatory Aspects, 60The Many Controversies about Advertising, 63 .

The Economic Impact of Advertising, 65

Effect on the Value of Products, 66 Effect on Prices, 66 Effect onCompetition, 67 Effect on Consumer Demand, 67 Effect on ConsumerChoice, 68 Effect on the Business Cycle, 68 The Abundance Principle: TheEconomic Impact of Advertising in Perspective, 68

XXX

Detailed Contents xxxi

The Social Impact of Advertising, 69

Deception in Advertising, 69 The Effect of Advertising on Our Value System,70 The Proliferation of Advertising, 71 The Use of Stereotypes inAdvertising, 72 Offensiveness in Advertising, 74 The Social Impact ofAdvertising in Perspective, 75 *

Social Responsibility and Advertising Ethics, 76

Advertisers'Social Responsibility, 76 Ethics of Advertising, 77

How Government Regulates Advertising, 80

Government Restraints on International Advertisers, 81

Current Regulatory Issues Affecting U.S. Advertisers, 82

Freedom of Commercial Speech, 82 Consumer Privacy, 86

Federal Regulation of Advertising in North America, 87

The U.S. Federal Trade Commission, 87 The Food and Drug Administration(FDA), 90 The Federal Communications Commission (FCC), 92 The Patentand Trademark Office and the Library of Congress, 92

State and Local Regulation, 93

Regulation by State Governments, 93 Regulation by Local Governments, 94

Nongovernment Regulation, 94

The Better BusinessBureau (BBB), 95 The A D L A B 3 _ ANational Advertising Unfair and Deceptive Practices inReview Council (NARC), Advertising, 7195 Regulation by the ETHICAL ISSUESMedia, 96 Regulation by Advertising and Subliminal Persuasion, 78Consumer Groups, M Y AD CAMPAIGN 398 Self-Regulation by ' Your Assignment, 80Advertisers, 99 Self- AD LAB 3-BRegulation by Ad Agencies The Importance of Good Legal Counsel inand Associations, 99 Advertising, 83

The Ethical and Legal EditortaTo^Advertising: It's Adversarial, 97Aspects of Advertising in P E O P L E BEHIND THE ADSPerspective, 102 Edward Boyd, Pepsi North America, 100

4. The Scope of Advertising: From Local to Global, 106

The Advertising Industry, 109

The Organizations in Advertising, 109 The People in Advertising 110

The Advertisers (the Clients), 110

Local Advertising: Where the Action Is, 110 Regional and NationalAdvertisers, 116 Transnational Advertisers, 119

The Advertising Agency, 121

The Role of the Advertising Agency, 122 Types of Agencies, 122 WhatPeople in an Agency Do, 126 How Agencies Are Structured, 129 HowAgencies Are Compensated, 130 The In-House Agency, 132

The Client/Agency Relationship, 132

How Agencies Get Clients, 132 Stages in the Client/Agency Relationship,133 Factors Affecting the Client/Agency Relationship, 138

xxxii Detailed Contents

Part Two

The Suppliers in Advertising, 138

Art Studios and Web Designers,138 Printers and RelatedSpecialists, 138 Film and VideoHouses, 139 ResearchCompanies, 139

The Media of Advertising, 139

Print Media, 140 ElectronicMedia, 141 Digital InteractiveMedia, 141 Out-of-Home Media,141 Direct Mail, 141 OtherMedia, 144 Media around theWorld, 144

Crafting Marketing andAdvertising Strategies

MY AD CAMPAIGN 4-ACreating Local Advertising, 111

MY AD CAMPAIGN 4-BCreating Local Advertising, 115

AD LAB 4-AThe Co-op Marriage, 116

AD LAB 4-BHow Big Is the Agency Business, 123

ETHICAL ISSUESAccounting for Account Reviews, 134

MY AD CAMPAIGN 4-CAgency Review, 136

MY AD CAMPAIGN 4-DWays to Be a Better Client, 137

PEOPLE BEHIND THE ADSNancy Hill, 142

5. Marketing and Consumer Behavior: The Foundations ofAdvertising, 150

The Larger Marketing Context of Advertising, 152

The Relationship of Marketing to Advertising, 153 Customer Needs andProduct Utility, 153 Exchanges, Perception, and Satisfaction, 153

The Key Participants in the Marketing Process, 156

Customers, 156 Markets, 156 Marketers, 158

Consumer Behavior: The Key to Advertising Strategy, 158

The Importance of Knowing the Consumer, 158 The Consumer DecisionProcess: An Overview, 159

Personal Processes in Consumer Behavior, 160

The Consumer Perception Process, 160 Learning and Persuasion: HowConsumers Process Information, 163 The Consumer Motivation Process, 168

Interpersonal Influences onConsumer Behavior, 170

Family Influence, 170 SocietalInfluence, 170 Cultural andSubcultural Influence, 174

Nonpersonal Influences onConsumer Behavior, 176

Time, 176 Place, 176Environment, 176

6.

AD LAB 5-AUnderstanding Needs and Utility, 154

MY AD CAMPAIGN 5Understanding What Consumers Look forin a Product, 167

ETHICAL ISSUESHelping an Industry Look like America, 171

AD LAB 5-BApplying Consumer Behavior Principles toAd Marking, 177

PEOPLE BEHIND THE ADSJon Steel, 178The Purchase Decision and

Postpurchase Evaluation, 177

Market Segmentation and the Marketing Mix:Determinants of Advertising Strategy, 184

The Market Segmentation Process, 186

Segmenting the Consumer Market: Finding the Right Niche,187 Psychographic Segmentation, 195 Segmenting Business andGovernment Markets: Understanding Organizational Buying Behavior,198 Aggregating Market Segments, 202

Detailed Contents xxxiii

The Target Marketing Process, 204

Target Market Selection, 204 The Marketing Mix: A Strategy for MatchingProducts to Markets, 204

Advertising and the Product Element, 207

Product Life Cycles, 207 Product Classifications, 209 Product Positioning,210 Product Differentiation, 211 Product Branding, 211 ProductPackaging, 213

Advertising and the Price Element, 214

Key Factors Influencing Price, 214

Advertising and the Distribution (Place) Element, 216

Direct Distribution, 216Indirect Distribution, 217Vertical MarketingSystem: The Growth ofFranchising, 219

Advertising and theCommunication(Promotion) Element, 219

Personal Selling, 220Advertising, 220 DirectMarketing, 220 PublicRelations, 220Collateral Materials, 221Sales Promotion, 223

The Marketing Mix inPerspective, 223

ETHICAL ISSUESBrand Niching May Cause BrandSwitching, 194

AD LAB 6-AMarket Segmentation: A Dog of a Job, 198

AD LAB 6-BUnderstanding the Product Element:Starbucks Coffee, 205

MY AD CAMPAIGN 6Segmenting the Audience, 206

AD LAB 6-CStarbucks and the Place Element, 217

AD LAB 6-DPrice and Promotion, 221

PEOPLE BEHIND THE ADSTere and Joe Zubi, Founders, ZubiAdvertising, 222

7. Research: Gathering Information for AdvertisingPlanning, 226

The Need for Research in Marketing and Advertising, 229

What Is Marketing Research?, 229 What Is Advertising Research?, 230

Applying Research to Advertising Decision Making, 230

Advertising Strategy Research, 231 Developing Creative Concepts, 233Pretesting and Posttesting, 234

Steps in the Research Process, 236

Step 1: Analyzing the situation and Defining the Problem, 237 Step 2:Conducting Informal (Exploratory) Research, 23 7 Step 3: EstablishingResearch Objectives, 239 Step 4:Conducting Formal

MY AD CAMPAIGN 7-AResearch, 240

MY AD CAMPAIGN 7-BMethods for Pretesting Ads, 244Methods for Posttesting Ads, 245

ETHICAL ISSUESResearch Statistics Can Be Friends orFoes, 248

MY AD CAMPAIGN 7-CDeveloping an Effective Questionnaire, 252

PEOPLE BEHIND THE ADSGeorge Gallup, 254

Research, 239 Step 5:Interpreting and Reportingthe Findings, 247

Important Issues inAdvertising Research, 248

Considerations inConducing FormalQuantitative Research,248 Collecting PrimaryData in InternationalMarkets, 252

xxxiv Detailed Contents

8.

9.

Marketing and Advertising Planning, 258

The Marketing Plan, 26l

The Mission Statement, 261 The Situation Analysis, 261 The MarketingObjectives, 262 The Marketing Strategy, 265 How Small CompaniesPlan: Bottom-Up Marketing, 268

Relationship Marketing, 270

The Importance of Relationships, 270 Levels of Relationships, 271

The Dimensions of IMC, 2 75 The IMC Approachto Marketing and AdvertisingPlanning, 275 The Importance of . .IMC to the Study of Advertising, 278

The Advertising Plan, 278

Reviewing the Marketing Plan,278 Setting AdvertisingObjectives, 278 AdvertisingStrategy and the Creative Mix,281 The Secret to SuccessfulPlanning, 285

Allocating Funds forAdvertising, 286

Advertising: An Investment inFuture Sales, 286 Methods ofAllocating Funds, 291 TheBottom Line, 295

Planning Media Strategy:Disseminating theMessage, 298

Media Planning: IntegratingScience with Creativity inAdvertising, 301

The Challenge, 302 The Role ofMedia in the MarketingFramework, 309 The Media-Planning Framework, 311

Defining Media Objectives, 311

Audience Objectives,311 Message-DistributionObjectives, 312 OptimizingReach, Frequency, and Continuity:The Art of Media Planning, 316

MY AD CAMPAIGN 8-ADeveloping the Situation Anylysis, 263

AD LAB 8-AThe Strategies of Marketing Warfare, 266

ETHICAL ISSUESA War of Comparisons, 268

MY AD CAMPAIGN 8-BThe SWOT Anylysis, 273

MY AD CAMPAIGN 8-CDeveloping Advertising Objectives, 282

AD LAB 8-BThe Economic Effect of Advertising onSales, 287

PORTFOLIO REVIEWStrategic Use of the Creative Mix, 288

MY AD CAMPAIGN 8-DWays to Set Advertising Budgets, 291

PEOPLE BEHIND THE ADS:Cie Nicholson, CMO, PepsiCo NorthAmerica, 293

AD LAB 9-AOff-the-Wall Media That Pull CustomersOff the Fence, 304

ETHICAL ISSUESThe Ethical Dilemmas of AgencyCompensation, 308

MY AD CAMPAIGN 9Developing Media Objectives andStrategies, 325

AD LAB 9-BMedia Selection: A Quicklist ofAdvantages, 327

PEOPLE BEHIND THE ADSKen Cervantes, MediaVest, 332

Developing a Media Strategy: TheMedia Mix, 318

Elements of the Media Mix: The Five Ms, 318 Factors That Influence MediaStrategy Decisions, 319 Stating the Media Strategy, 325

Media Tactics: Selecting and Scheduling Media Vehicles, 326

Criteria for Selecting Individual Media Vehicles, 326 Economics of ForeignMedia, 329 The Synergy of Mixed Media, 330 Methods for SchedulingMedia, 330 Computers in Media Selection and Scheduling, 331

Detailed Contents

Part Three Creating Advertisements and Commercials

10. Creative Strategy and the Creative Process, 336

The Creative Team: The Originators of Advertising Creativity

What Makes Great Advertising?, 339

The Resonance Dimension, 340 The Relevance Dimension, 341

Formulating Advertising Strategy: The Key to Great Creative, 341

Writing the Creative Brief (Copy Platform), 342 Elements of MessageStrategy, 343

How Creativity Enhances Advertising, 344

What Is Creativity? 344 The Role Of Creativity In Advertising, 344Understanding Creative Thinking, 347

The Creative Process, 349

The Explorer Role:Gathering Information, 350

Develop an InsightOutlook, 351 Know theObjective, 351Brainstorm, 351

The Artist Role: Developingand Implementing the BigIdea, 351

Task 1: Develop the BigIdea, 351 Task 2:Implement the BigIdea, 356 The CreativePyramid: A Guide toFormulating Copy andArt, 356

The Judge Role: Decision Time, 361

The Warrior Role: Overcoming Setbacks and Obstacles, 362

AD LAB 10-AThe. Psychological Impact of Color, 346

MY AD CAMPAIGN 10The Creative Brief, 353

ETHICAL ISSUESDoes Sex Appeal?, 358

AD LAB 10-BApplying the Creative Pyramid toAdvertising, 361

AD LAB 10-CThe Creative Gymnasium, 363

PORTFOLIO REVIEWThe Creative Director's Greatest Ads, 364

PEOPLE BEHIND THE ADSTim Piper, Associate Creative Director,Ogilvy & Mather, Toronto, 368

11. Creative Execution: Art and Copy, 372

Delivering on the BigIdea: The Visual and theVerbal, 375

The Art of Creating PrintAdvertising, 375

Designing the Print Ad,3 75 The Use of Layouts,3 75 Advertising Designand Production: TheCreative and ApprovalProcess, 376 CreatingEffective Layouts: Tools andFormats, 379

The Use of Visuals in PrintAdvertising, 381

AD LAB 11-AThe Role of the Advertising Artist, 377

MY AD CAMPAIGN 1 1-AProduct Facts for Creatives, 378

MY AD CAMPAIGN 1 1-BCreating Great Headlines, Copy, andVisuals, 382

PORTFOLIO REVIEWThe Art Director's Guide to LayoutStyles, 384

MY AD CAMPAIGN 11-CDesign Principles, 387

ETHICAL ISSUESImitation, Plagiarism, or Flattery?, 390

MY AD CAMPAIGN 1 1-DWriting Effective Copy, 393

xxxvi Detailed Contents

Copywriting and Formats for PrintAdvertising, 388

Headlines, 388 Subheads, 391Body Copy, 391 Slogans, 394Seals, Logos, and Signatures, 395

Copywriting for ElectronicMedia, 395

Writing Radio Copy, 395 WritingTelevision Copy, 396

MY AD CAMPAIGN 11-ECreating Effective RadioCommercials, 397

MY AD CAMPAIGN 1 1-FCreating Effective TV Commercials, 398

AD LAB 1 1 -BCreative Ways to Sell on Radio, 400

PEOPLE BEHIND THE ADSAlex Bogusky, Cochairman,Crispin Porter + Bogusky, 406

The Role of Art in Radio and TVAdvertising, 398

Developing the Artistic Concept for Commercials, 398 Formats for Radio andTV Commercials, 399 Basic Mechanics of Storyboard Development, 403

Writing for the Internet, 404

Creating Ads for International Markets, 405

Translating Copy, 408 Art Direction for International Markets, 409 LegalRestraints on International Advertisers, 409

12. Producing Ads for Print, Electronic, and Digital Media, 414

Managing the Advertising Production Process, 416

The Role of the Production Manager or Producer, 416 Managing ProductionCosts, 417

. The Print Production Process, 421

The Preproduction Phase: Planning the Project, 421 The Production Phase:Creating the Artwork, 424 The Prepress Phase: Stripping, Negs, and Plates,427 The Duplication and Distribution Phase: Printing, Binding, andShipping, 428

Quality Control in Print Production, 429

Production Phase Quality Issues, 429 Prepress Quality Issues, 429

The Radio Commercial Production Process, 438

Preproduction, 438 Production:Cutting the Spot, 439Postproduction: Finishing theSpot, 440

The Television CommercialProduction Process, 440

The Role of the CommercialProducer, 440 The PreproductionPhase, 440 Production: TheShoot, 443 Postproduction, 445

Producing Advertising for DigitalMedia, 446

The Emergence of Digital Media,446 The Role of Digital Media inAdvertising, 447 The People WhoProduce Digital MediaAdvertising, 450 The ProductionProcess, 450

AD LAB 12-AThe Characteristics of Type, 422

PORTFOLIO REVIEWCreative Department: From Conceptthrough Production of a Magazine Ad andTelevision Commercial, 430

MY AD CAMPAIGN 12Producing Ads, 437

AD LAB 12-BThe Film versus Tape Decision, 443

ETHICAL ISSUESClosed-Circuit Programming, 448

PEOPLE BEHIND THE ADSJohn Posey, 449

Detailed Contents xxxvii

Part Four Using Advertising Media

13. Using Print Media, 454

The Role of the Print Media Buyer, 456

Using Magazines in the Creative Mix, 457

The Pros and Cons ofMagazine Advertising,457 Special Possibilitieswith Magazines,457 How Magazines AreCategorized,460 Geography,461 Size, 465

Buying MagazineSpace, 465

Understanding MagazineCirculation, 465 ReadingRate Cards, 467 Softwarefor Buying PrintMedia, 468

Using Newspapers in theCreative Mix, 468

Who Uses Newspapers?,469 The Pros and Consof Newspaper Advertising,469 How Newspapers AreCategorized, 470 Types ofNewspaper Advertising, 473

How Advertisers Buy Newspaper Space, 473

Understanding Readership and Circulation, 473 Co-ops andNetworks, 476 Insertion Orders and Tearsheets, 477

Print: A Worldwide Medium, 478

Print Media and New Technologies, 480

Sources of Print Media Information, 482

MY AD CAMPAIGN 13-AThe Pros and Cons of MagazineAdvertising, 458

AD LAB 13-AMagazines and the Creative Mix, 459

AD LAB 13-BInnovations in Magazine Advertising, 460

PORTFOLIO REVIEWOutstanding Magazine Ads, 462

MY AD CAMPAIGN 13-BThe Pros and Cons of NewspaperAdvertising, 470

AD LAB 13-CNewspapers and the Creative Mix, 471

ETHICAL ISSUESWhat's at Stake with Sweepstakes, 477

MY AD CAMPAIGN 13-CPlanning and Evaluating Print Media 479

PEOPLE BEHIND THE ADSLinda Johnson Rice, Publisher,Ebony Magazine, 481

14. Using Electronic Media: Television and Radio, 486

The Medium ofTelevision, 489

Broadcast TV, 489 CableTV, 489 TV AudienceTrends, 492 The Use ofTelevision in IMC,494 Types of TVAdvertising, 495

Cable Ratings,503 Defining TelevisionMarkets, 503 Dayparts,503 Audience Measures,504 Gross RatingPoints, 505

MY AD CAMPAIGN 14-APlanning and Buying TV and Radio, 490

MY AD CAMPAIGN 14-BThe Pros and Cons of Broadcast TVAdvertising, 492

MY AD CAMPAIGN 14-CThe Pros and Cons of Cable TVAdvertising, 495

ETHICAL ISSUESAdvertising to Children: Child's Play?, 499

AD LAB 14-AWhere Do Those Infamous TV RatingsCome From?, 502

xxxviii Detailed Contents

Buying Television Time, 505

Requesting Avails, 506 SelectingPrograms for Buys,506 Negotiating Prices andContracts, 506 Electronic MediaBuying Software, 506

Other Forms of Television, 508

The Medium of Radio, 508

Who Uses Radio, 508 The Use ofRadio in IMC, 509 RadioProgramming and Audiences, 509

Buying Radio Time, 511

Types of Radio Advertising, 511 Radio Terminology, 513 The Seven Steps inPreparing a Radio Schedule, 515

AD LAB 14-BGetting "You're Out" on TV, 507

MY AD CAMPAIGN 14-DThe Pros and Cons of RadioAdvertising, 512,;

AD LAB 14-CThe Reports That Make or Break RadioStations, 513

PEOPLE BEHIND THE ADSJoe Uva, CEO, Univision, 516

15. Using Digital Interactive Media, 520

Digital Interactive Media, 524

The Internet as a Medium, 526

A Brief History of the Internet and the World Wide Web, 528 The InternetAudience, 529

Measuring the Internet Audience, 531

How People Access the Internet, 531 How People Use the Internet, 531Media Planning Tools, 532 The Promise of Enhanced Tracking, 532Seeking Standardization, 534

Buying Time and Spaccon the Internet, 535

Pricing Methods, 535 The Cost of Targeting, 53 7 Stretching Out the Dollars,538 Types of Internet Advertising, 538 Search Engine Marketing,539 Problems with the Internet as an Advertising Medium, 550 Using theInternet in IMC, 550

The Global Impact of theInternet, 551

The Rise of Social Media, 552

Other Interactive Media, 552

DVD Catalogs and Magazines,553 Kiosks, 553Interactive TV, 553 Mobile PhoneAdvertising, 555

AD LAB 15-AInternet Ratings: The Next Frontier, 533

ETHICAL ISSUESIt's Not Always Good to Share, 536

PORTFOLIO REVIEWAdvertising on the Internet, 540

MY AD CAMPAIGN 15-AUsing Interactive Media, 550

PEOPLE BEHIND THE ADS ,Mark Zuckerberg, CEO, Facebook, 554

16. Using Out-of-Home,Exhibitive, and SupplementaryMedia, 560

Out-of-Home Media, 563

Outdoor Advertising, 563

Standardization of the Outdoor Advertising Business, 564 Types of OutdoorAdvertising, 565 Buying Outdoor Advertising, 567 Regulation of OutdoorAdvertising, 574

Detailed Contents xxxix

Transit Advertising, 574 AD LAB 16-ATypes of Transit j How to Use Type and Color in BillboardAdvertising, 574 Buying \ Advertising, 566Transit Advertising, 576 PORTFOLIO REVIEW

Out-of-Home Advertising, 568Other Out-of-Home ETHICAL ISSUESMedia, 578 Does Spillover Need Mopping Up?, 575

Mobile Billboards, 578 \ MY AD CAMPAIGN 16-AElectronic Signs and Using Out-of-Home, Exhibitive, andDisplay Panels, 578 Supplementary Media, 577Parking Meters and Public PEOPLE BEHIND THE ADSPhones 578 '• C l i f f M a r k s ' CineMedia, 586

Exhibitive Media, 578

Product Packaging, 578Trade-Show Booths and Exhibits, 581

Supplementary Media, 582

Specialty Advertising, 582 Directories and Yellow pages, 583 EmergingMedia, 584

Part Five Integrating Advertising with Other Elementsof IMC

17. Relationship Building: Direct Marketing, Personal Selling, andSales Promotion, 592

The Importance of Relationship Marketing and IMC, 595

Understanding Direct Marketing, 595

The Role of Direct Marketing in IMC, 597

The Evolution of Direct Marketing, 597 The Impact of Databases on DirectMarketing, 598 The Importance of Direct Marketing to IMC, 599Drawbacks to Direct Marketing, 602

Types of Direct Marketing Activities, 603

Direct Sales, 603 Direct-Response Advertising, 604 Direct-Mail Advertising:The Addressable Medium, 604

Personal Selling: The Human Medium, 612

Types of Personal Selling, 613 Advantages of Personal Selling, 613Drawbacks of Personal Selling, 614

The Role of PersonalSelling in IMC, 614 ETHICAL ISSUES

Gathering Information, 614 Political Advertising: PositivelyProviding Information, 615 Negative, 600Fulfilling Orders, 615 M Y A D CAMPAIGN 17-ABuilding Relationships, 616 Developing a Plans Book, 607

AD LAB 17-AThe Role of Sales Developing Effective Direct-MailPromotion in IMC, 6l6 Packages, 610

The Positive Effect of Sales ADLAB17-BPromotion on Brand A p p l y i " g Pu£'T>u" Strategies to Salesir t si-, ru *.T • Promotion, 622Volume, 617 The Negative p y H EEffect of Sales Promotion H o w a r d D D r a f t f c b |on Brand Value, 617 -

xl Detailed Contents

Sales Promotion Strategies and Tactics, 618

Giving Brands a Push with Trade Promotions, 619

Using Consumer Promotions to Pull Brands Through, 622

4

18. Relationship Building: Public Relations, Sponsorship, andCorporate Advertising, 632

The Role of Public Relations, 634

The Difference between Advertising and Public Relations, 635 Advertisingand PR in the Eyes of Practitioners, 63 7

The Public Relations Job, 638

PR Planning and Research, 638Reputation Management, 639Other Public RelationsActivities, 641 Public RelationsTools, 644

Sponsorships and Events, 647

The Growth of Sponsorship, 648Benefits of Sponsorship, 649Drawbacks of Sponsorship, 650Types of Sponsorship,650 Methods ofSponsorship, 653 MeasuringSponsorship Results, 654

Corporate Advertising, 654

Public Relations Advertising, 654 Corporate/Institutional Advertising,655 Corporate Identity Advertising, 663 Recruitment Advertising, 663

Epilogue Repositioning a Brand, 666

Appendix A Marketing Plan Outline, 679

Appendix B Advertising Plan Outline, 686

Important Terms, 690

End Notes, 715

Credits and Acknowledgments, 733

When Is Advertising Not ReallyAdvertising, 636

AD LAB 18-A"Green" Advertising, 642

MY AD CAMPAIGN 18-ACorporate Blogging, 644M y A D C A M P A I G N , 8 _ B

The Client Presentation, 646

AD LAB 18-BDavid Ogilvy on CorporateAdvertising, 656

PEOPLE BEHIND THE ADSTara Lamberson, MindComet, 657

PORTFOLIO REVIEWCorporate Advertising, 658