Cover......Page 1
Contents......Page 8
Guided tour......Page 14
Overview of the book......Page 16
Design features and presentation......Page 19
Support materials......Page 20
Acknowledgements......Page 21
Publisher’s acknowledgements......Page 22
Aims and learning objectives......Page 24
Minicase: Painting through insight......Page 25
Introduction......Page 26
Brief background and development of advertising......Page 27
ViewPoint 1.1 A glass and a half of chocolate advertising......Page 30
The significance and scope of the advertising industry......Page 31
The nature and role of advertising in society......Page 34
ViewPoint 1.2 Stroking the public good......Page 39
Definitions – what is advertising?......Page 40
Types of advertising......Page 41
ViewPoint 1.3 Bricking it with the BDA......Page 42
Advertising and communication......Page 43
Engagement and the role of advertising......Page 44
ViewPoint 1.4 Attracting new teachers through behavioural engagement......Page 46
Chapter summary......Page 47
Review questions......Page 48
Chapter references......Page 49
Aims and learning objectives......Page 51
Minicase: Finding a Match.com......Page 52
The core model of communication......Page 53
ViewPoint 2.1 Understanding Chinese office coffee drinkers......Page 55
Factors that influence the communication process......Page 58
The influencer model of communication......Page 59
ViewPoint 2.2 Opinion leadership in action......Page 60
The interactional model of communication......Page 62
Other types of communication......Page 64
Source characteristics......Page 65
Establishing credibility......Page 66
ViewPoint 2.3 Smoking seeks credibility......Page 67
Cognitive processing......Page 70
Attitudes......Page 72
Using advertising to influence attitudes......Page 74
The elaboration likelihood model......Page 77
ViewPoint 2.4 Meerkats go peripheral......Page 78
Chapter summary......Page 80
Review questions......Page 81
Chapter references......Page 82
Aims and learning objectives......Page 85
Minicase: Johnnie Walker keeps striding......Page 86
Introduction......Page 87
ViewPoint 3.1 An emotional recovery for Hovis......Page 89
Advertising models and concepts......Page 95
Eclectic models of advertising......Page 97
ViewPoint 3.2 Crown get people talking about paint......Page 99
The strong and weak theories of advertising......Page 100
Using advertising strategically......Page 102
ViewPoint 3.3 Sleeping with wolves . . . well, nearly......Page 104
The Institute of Practitioners in Advertising......Page 106
ViewPoint 3.4 Ring me for fame......Page 107
Chapter summary......Page 108
Review questions......Page 109
Chapter references......Page 110
Aims and learning objectives......Page 112
Minicase: Ulster Bank . . . ing on students......Page 113
What is strategy?......Page 114
Communications strategies......Page 117
Objectives and strategic development......Page 125
ViewPoint 4.1 Retailer aims to make customers’ lives easier......Page 126
Advertising planning and frameworks......Page 127
ViewPoint 4.2 Pringles crunch into China......Page 132
ViewPoint 4.3 It’s how they behave and what they look like......Page 134
Positioning......Page 135
ViewPoint 4.4 Adopting a safe position in Germany......Page 139
Chapter summary......Page 140
Review questions......Page 141
Chapter references......Page 142
Aims and learning objectives......Page 144
Minicase: Creative repositioning needed by Volvo......Page 145
Introduction......Page 146
What is creativity?......Page 147
Creative roles and skills......Page 149
ViewPoint 5.1 Sir John Hegarty, a leading creative light......Page 150
The creative process......Page 151
Creative content......Page 153
ViewPoint 5.2 Creative ideas and original content key for brands......Page 157
Message appeals......Page 158
ViewPoint 5.3 Benetton returns to ‘edgy’ advertising......Page 165
Evaluating creativity......Page 167
ViewPoint 5.4 Winning at Cannes Creative Festival......Page 168
Chapter summary......Page 171
Chapter references......Page 172
Aims and learning objectives......Page 176
Minicase: Diamonds, because she’s worth it......Page 177
Introduction......Page 178
Brand definitions......Page 180
Types of branding......Page 181
ViewPoint 6.1 Coca-Cola means lifestyle . . . today......Page 182
ViewPoint 6.2 Eddie Stobart delivers strong B2B branding......Page 185
Brand characteristics......Page 188
ViewPoint 6.3 Red Bull’s exciting personality......Page 191
The role of advertising and communications in branding......Page 194
ViewPoint 6.4 Virgin Atlantic do it up there – above the line......Page 196
ViewPoint 6.5 Building brands of steel with Tata......Page 197
ViewPoint 6.6 Around the line with Armenian brandy......Page 199
Brand equity......Page 201
Chapter summary......Page 203
Review questions......Page 204
Chapter references......Page 205
Aims and learning objectives......Page 209
Minicase: Help is at hand: a new agency approach......Page 210
Introduction......Page 211
Agency structures and integration......Page 212
ViewPoint 7.1 Procter & Gamble’s BAL agency model......Page 214
Advertising agency structures and types......Page 215
ViewPoint 7.2 DDB - some of the original ‘Madmen’......Page 216
ViewPoint 7.3 Global communications at WPP and Dentsu......Page 217
Agency operations and roles......Page 219
Advertising agency selection......Page 221
Agency remuneration......Page 226
ViewPoint 7.4 Coca-Cola’s recipe for agency compensation......Page 227
Advertising budgets......Page 228
ViewPoint 7.5 Who spends the most?......Page 229
Chapter summary......Page 234
Chapter references......Page 235
Aims and learning objectives......Page 237
Minicase: Flying in Finnair to Asia......Page 238
Introduction......Page 239
Print media......Page 240
Magazines......Page 241
Some strengths in using magazines in the media plan......Page 244
Some weaknesses in using magazines in the media plan......Page 245
Newspapers......Page 246
Some strengths in using newspapers in the media plan......Page 248
Some weaknesses in using newspapers in the media plan......Page 249
Radio......Page 250
ViewPoint 8.2 Nike in China - branding sports......Page 251
Some strengths in using radio in the media plan......Page 252
Some weaknesses in using radio in the media plan......Page 253
Television......Page 254
Some strengths in using television in the media plan......Page 255
Some weaknesses in using television in the media plan......Page 256
Out-of-home media......Page 257
Some strengths in using out-of-home in the media plan......Page 258
Some weaknesses in using out-of-home in the media plan......Page 259
ViewPoint 8.4 Reaching Aussie teens about cyberbullying......Page 260
Alternative advertising media......Page 261
Chapter summary......Page 262
Review questions......Page 263
Chapter references......Page 264
Aims and learning objectives......Page 267
Minicase: Changing the country from the ground up......Page 268
Introduction......Page 269
Internet and online advertising......Page 270
Some strengths in using online in the media plan......Page 272
ViewPoint 9.1 A Singapore brand for the digital age......Page 274
Some weaknesses in using online in the media plan......Page 275
ViewPoint 9.2 Using paint to decorate a website......Page 276
Mobile marketing......Page 277
ViewPoint 9.3 Funding a worthy cause through mobile marketing......Page 279
Some strengths in using mobile telephony in the media plan......Page 280
Some weaknesses in using mobile telephony in the media plan......Page 281
Social media marketing......Page 282
Some strengths in using social media in the media plan......Page 284
Gaming......Page 286
Some strengths in using gaming in the media plan......Page 289
Some weaknesses in using gaming in the media plan......Page 290
Supplementary digital advertising media......Page 291
Chapter summary......Page 293
Review questions......Page 294
Chapter references......Page 295
Aims and learning objectives......Page 299
Minicase: A need to revisit supermarket TV......Page 300
Introduction......Page 301
How does media planning work?......Page 302
ViewPoint 10.1 The Apartheid Museum: media plan creates awareness through pop culture......Page 303
A short and recent evolution of media planning......Page 304
The media plan......Page 307
ViewPoint 10.2 Engaging social media in Brazil......Page 308
Factors in determining media objectives and strategies......Page 309
Scheduling......Page 314
ViewPoint 10.3 Nutritious . . . and delicious......Page 317
Media buying......Page 320
ViewPoint 10.4 Planning media (internally) for two languages......Page 321
Review questions......Page 322
Chapter references......Page 323
Aims and learning objectives......Page 325
Minicase: Measuring the media......Page 326
Introduction......Page 327
Media audience research......Page 328
Calculating the audience......Page 329
ViewPoint 11.2 Rebating the holiday season......Page 330
Broadcast measurement......Page 332
Digital measurement......Page 335
Internet......Page 336
ViewPoint 11.3 The Marmarati - only extreme lovers need apply......Page 338
Social media measurement......Page 340
ViewPoint 11.4 Bringing International Women’s Day to Twitter......Page 344
Buying the media......Page 346
Review questions......Page 348
Chapter references......Page 349
Aims and learning objectives......Page 351
Minicase: Saving the Indian tiger with Aircel......Page 352
Attitudes towards advertising......Page 353
Ethics and advertising......Page 356
Controls and regulations......Page 357
Codes of practice......Page 358
Complaints and sanctions......Page 360
ViewPoint 12.1 So what do consumers complain about?......Page 361
ViewPoint 12.2 Promoting responsible drinking......Page 365
Corporate social responsibility......Page 370
ViewPoint 12.3 Leading brands to inspire sustainability in the UK......Page 371
ViewPoint 12.4 Kenco forms alliance to establish CSR......Page 374
Chapter summary......Page 376
Chapter references......Page 377
Aims and learning objectives......Page 379
Minicase: Go on, be a hero and pay your TV licence fee: a Swedish case of Radiotjänst......Page 380
Introduction......Page 381
Why can’t we integrate our brand communications?......Page 382
ViewPoint 13.1 Morrisons do integrated growing......Page 385
Integration - the issues......Page 387
Consumer insights......Page 389
ViewPoint 13.2 Action with behavioural economics......Page 391
Advertising and social networks......Page 393
Clutter and changing ad formats......Page 394
ViewPoint 13.3 Just the app, up and away......Page 395
Media management planning......Page 396
Measuring ad effectiveness......Page 398
ViewPoint 13.4 Measuring engagement - it’s Intel inside......Page 402
Ad response or brand response?......Page 403
Chapter summary......Page 405
Review questions......Page 406
Chapter references......Page 407
B......Page 410
C......Page 411
F......Page 412
J......Page 413
N......Page 414
S......Page 415
U......Page 416
Z......Page 417