Advertising

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 18.3 Special Merits of Commercial Television 18.4 Special Demerits of Television Advertising 18.5 Cable Television 209 19 Commercial and Sponsored Radio 19.1 How it All Began 19.2 An International Survey 19.3 Limitations of Radio Advertising 19.4 Attractions of Radio Advertising 19.5 Audience Research Problems 19.6 Sale of Radio Air-time 20 Direct Mail 20.1 Distinctive Characteristics and Advantages 20.2 Disadvantages 20.3 Direct Mail in the 80s 21 Exhibitions and Trade Fairs 21.1 Kinds of Exhibition 21.2 Kinds of Exhibition Organizers 21.3 Special Characteristics of Exhibitions 21.4 Problems of Exhibitions 21.5 Special Uses of Exhibitions 21.6 Stages in the Preparation of an Exhibition 22 The Cinema Screen 22.1 Who goes to the Cinema? 22.2 Who goes to see which Films? 22.3 Age Variations in Viewing Tastes 22.4 Variations by Class and Sex 22.5 Who goes with Whom? 22.6 Buying Cinema Advertising 22.7 Total UK Cinema Rates 22.8 Special Characteristics of Cinema Screen Advertising 22.9 Audience Delivery Plan 23 Outdoor and Transportation Media 23.1 Differences between Outdoor and Transportation Media 23.2 Special Characteristics of Outdoor Advertising 23.3 Types of Outdoor Advertising 23.4 Poster Sizes 23.5 Special Characteristics of Transportation Advertising 23.6 London Transport Advertising 23.7 British Transport Advertising Ltd 23.8 Buying Outdoor Advertising 23.9 Inspection of Posters 24 Sales Promotion and Point-of-Sale 24.1 Sales Promotion or Merchandising? 24.2 Definition 24.3 Current Trends 24.4 Merchandising 24.5 Two Kinds of Sales Promotion Material 24.6 Supermarket Advertising Part 4: Creating Advertising Campaigns 25 Voluntary and Legal Control of Advertising 26 The Creation and Production of Advertisements 26.1 The Creative Task 26.2 Basic Principles of Design 26.3 Headlines 26.4 Text or Body Matter 26.5 Typography 26.6 Humor in Advertising 2.7 Slogans and Jingles 26.8 Creative Sounds for Radio, TV and Cinema Advertising 27 Case Studies 27.1 British Airways Shuttle Service 27.2 Shuttle Awards 27.3 Brooke Bond Oxo Ltd 27.4 Developments of PG Tips (1980-84) 27.5 Latest Developments in PG Tips Chimp Advertising Bibliography Index