The new ad media reality : electronic over print
著者
書誌事項
The new ad media reality : electronic over print
Quorum Books, 1993
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注記
Includes bibliographical references (p. [227]-230) and index
内容説明・目次
内容説明
Micromanaging the advertising budget for the least amount of total waste will be mandatory in the overly competitive environment of the 1990s. Such an approach can only be successful if the advertiser turns to the electronic media as the major source for advertising and promotion. Here, White examines the historical factors leading to print (newspaper) dominance in our advertising-oriented culture and explains why these assumptions are no longer valid in the electronic media world of the 1990s. Using behavioral psychology as it applies to learning and consumer behavior, White shows how radio and television are able to franchise the minds of potential consumers.
White helps advertising managers and businesspeople come to grips with the paradigm shift in thinking from print to electronic media advertising. This book will help all businesspeople and advertising managers understand why the electronic media must be the major player in all business advertising in order to maximize return on advertising investment and why the newspaper must be deemphasized in the complex matrix of the media mix. Readers will come to understand how all advertising works, how small the number of potential consumers for any product or service actually is, and how these factors impact on media decisions. All advertising is not equal and understanding the differences may mean either success or failure in the competitive retail environment of the 1990s.
目次
Advertising and Information: Advertising is not Created Equal Historical Perspective: The Growth of Radio to the Growth of Television and Cable Our Changing Lifestyles Consumer Behavior Through the Decades Familiarity and Credibility How Advertising Influences Consumer Behavior Telling It Like It Is ... The Expectations and Limits of Advertising The Print Media--What Newspaper Can and Cannot Do What Other Print Media Can and Cannot Do The Electronic Media--What Retailers Can Expect The Psychology of Learning Early Childhood Education Dagmar Target Marketing What's Wrong with Today's Marketing Market Segmentation How to Effectively Target Market The Surgical Strike: How To Target with Creative Copy Marketing and Advertising as Risk Taking Guldelines for Creative Copy The Advertising Manager Speaks The Need for Business Input Conclusions The Role of Businessperson What Effective Advertising Must Do Top 25 Mega-Brands by 1991 Ad Spending The Landscape of the Future...Toward New and Emerging Technologies The Future Landscape Summary
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