Advertising

Advertising

Made Simple

4th Edition - January 1, 1985

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  • Author: Frank Jefkins
  • eBook ISBN: 9781483183183

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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.

Table of Contents


  • Preface to First Edition

    Preface to Third Edition

    Preface to Fourth Edition

    Acknowledgments

    Part 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 Control

    Part 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


Product details

  • No. of pages: 318
  • Language: English
  • Copyright: © Made Simple 1985
  • Published: January 1, 1985
  • Imprint: Made Simple
  • eBook ISBN: 9781483183183

About the Author

Frank Jefkins

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'.

Affiliations and Expertise

Awarded the Sir Stephen Tallents Medal from the Institute of Public Relations for 'exceptional achievement in, and contribution to, public relations practice'.

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