How to Advertise

Preface: will there still be advertising? Reflections on David Ogilvy: the purpose of advertising Part 1What to say -- and where to say it 1Advertising is about ideas You can be better than you are right now; So what's the role of the client in all this?; Generating ideas; The magic of ideas 2 Brands and strategies Strategies; Why brands fail; Brand loyalty; Making it happen 3Research Ad testing; Strategic research; In-market research; Good research improves the odds; There's no substitute for judgement 4Campaigns Three elements that make a campaign; Global campaigns; Evolving a campaign -- the IBM story; When to change campaigns 5Media strategies and tactics Media concepts; Continuity -- the key to success; Fish where the fish are; How to get better media plans; How much to spend on advertising?; Non-traditional media; Integrating creative and media 6Target marketing Attitudinal segmentation; Demographic segments; Precision marketing 7Integrated communications The multi-channel consumer; Integration is more than just creative; Start with a core concept; Integration takes commitment Part 2Getting the message out 8Television The key is involvement; How to read a storyboard; More effective television commercials; Which dramatic form works best for you?; How to control commercial production costs; Does it have legs? 9Magazines and newspapers Think of a remote control that turns pages; Magazines -- for special interests; Newspapers -- a news environment; What works best in print; Techniques that reduce readership; Business-to-business advertising; How to control print production costs 10Radio and out-of-home Radio -- the one-to-one medium; Out-of-home -- the everywhere medium 11The internet How to advertise on the internet; Customer service -- ideally suited to the web; Interactive advertising -- work in progress 12Direct marketing It pays to test; What works best in direct and e-mail; Broadcast direct marketing; Telemarketing; Relationship marketing; Touching the customer; Direct mail for prospects, e-mail for relationships 13Brochures, web sites, sales pieces Better brochures; Successful catalogues; Small but potent 14Promotion Building value with promotion; Displays; Event marketing; Contests and sweepstakes; Product publicity 15Truth and ethics Advertising and the law; Advertising and responsibility; Public service advertising; Regulation and responsibility 16 Working with an agency Create an environment for ideas; Evaluating an agency; Agency compensation; Consultants; Selecting a new agency; What it takes to succeed; The client makes the difference Glossary Index