Advertising
Made Simple
4th Edition
Published on 3. June 2016
318 pages
978-1-4831-8318-3 (ISBN)
Description
Advertising provides a comprehensive coverage of the subject matter. It gives some sample of case studies. There are ten classes of the subject matter. These are classified as being persuasive, informative, institutional, financial, classified, retail, cooperative, industrial, government, and trade. Each of these types is defined and comprehensively explained. The subject matter also has a role to society and this is discussed in the text. The book defines such term as marketing, propaganda, and public relations. Different medium of commercial delivery are outlined. Such medium as via press, television, radio, cinema, direct mail, and exhibitions are analyzed. The process of doing an advertisement is discussed in detail. This is followed by a description of the six sides to advertising. Several advertising organizations are described in detail. And a section of the text identifies the ways in which commercials are being funded. The book will provide useful information to commercial creators, marketers, agents, students, and researchers in the field of marketing.
More details
Person
Frank Jefkins was the author of the highly successful text, Public Relations Techniques, on which this book is based. He was highly regarded in the field of public relations, illustrated by his receipt of the Sir Stephen Tallents Medal from the Institute of Public Relations for 'exceptional achievement in, and contribution to, public relations practice'.
Content
Preface to First EditionPreface to Third EditionPreface to Fourth EditionAcknowledgmentsPart 1: The Advertising Scene 1 Why Advertise? 1.1 A Simple Answer 1.2 Specific Reasons for Advertising 2 The Ten Classes of Advertising 3 The Role of Advertising in Society 3.1 Definitions 3.2 Advertising or PR? 3.3 Propaganda Defined 3.4 Marketing Defined 3.5 Marketing-Advertising-PR-Propaganda 3.6 Advertising and the Critics 3.7 The Present and the Future 4 How Advertising is Conducted 4.1 The Six Sides of Advertising 4.2 Advertiser and Agency Relationship 4.3 Agency and Advertiser Relationship 4.4 Media Owner and Agency/Advertiser Relations 4.5 Relationships with Customers 4.6 Does the Small Trader Need an Agency? 4.7 Profession or Business? 5 How Advertising is Organized 6 Business and Other Users of Advertising 6.1 Private Enterprise Business Organizations 6.2 Businesses Under Public ControlPart 2: The Advertising Sextet 7 The Advertiser, Advertising Manager and Advertising Department 7.1 The Advertiser 7.2 The Advertising Manager 7.3 The Advertising Department 7.4 How Are Advertising Managers Appointed? 8 What Influences Advertising Costs? 8.1 Who Pays for Advertising? 8.2 The Advertising Appropriation 8.3 Seven Imponderables Concerning Advertising Appropriations 8.4 Uncertainties of the 'Marketing Mix' 8.5 The PR Budget 8.6 Fee Charging Advertising Agencies 9 How to Budget Advertising Expenditure 9.1 Seventeen Ways of Assessing the Appropriation 9.2 Special Departmental and Seasonal or Feature Appropriations 10 The Advertising Agency Story 10.1 What is an Advertising Agency? 10.2 History and Development of Advertising Agencies 11 The Advertising Agency-How It Works 11.1 Changed 80s Scene 11.2 Merits and Demerits of Commission System 11.3 Types of Agency 11.4 How Do Agencies Work? 11.5 Agency Personnel 11.6 Agency Paperwork 11.7 Should Clients Change Agencies? 12 Ancillary and Freelance Services 12.1 What Services are Available? 12.2 Twenty Services Described 13 Public Relations 13.1 Public Relations and Advertising 13.2 The Image 13.3 Press Relations 13.4 How to Write a News Release 13.5 Presentation of a News Release 13.6 Feature Articles 13.7 Photographs and Photo Captions 13.8 News Conferences, Receptions and Facility Visits 13.9 PR Administration and Services 14 The Media Owner or Promoter 14.1 How Media are Promoted 14.2 How Media Promote Sales 14.3 Agency Recognition 15 How Market Research Aids Advertising 15.1 How Market Research is Conducted 15.2 Social Grades 15.3 Market Research Applied to Advertising (before) 15.4 Market Research Applied to Advertising (during) 15.5 Market Research Applied to Advertising (after) Part 3: Advertising Media 16 Media Evaluation 16.1 Relative Costs of Media 16.2 Above-the-line Media 16.3 Below-the-line Media 16.4 Media-Six General Considerations 16.5 Media Choice and the Product Life-cycle 17 The Press 17.1 Newspapers 17.2 Magazines 17.3 Directories, Year Books and Timetables 17.4 House Magazines 17.5 The Main Printing Processes 17.6 Some Basic Terminology 17.7 Changes in The Press 18 Commercial Television 18.1 Characteristics of the Medium 18.2 The Fifteen Regional Companies 18.
