How to advertise : what works, what doesn't - and why
著者
書誌事項
How to advertise : what works, what doesn't - and why
Kogan Page, 2003
3rd ed
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注記
"First published in the United States by St. Martin's Press in 1976" -- T.p. verso
Includes index
内容説明・目次
内容説明
In its third edition, this comprehensive guide to advertising includes additional chapters on the Internet and interactive media, relationship marketing, integrated communications, creativity and ideas, as well as new examples throughout. Drawing on their own experience, the authors cover: what to say and where - creative ideas, brands and strategies, consumer research, media strategies and tactics; getting the message out - principles for effective TV, magazines, radio, Internet, brochures and promotions; and tying it all together - integrated communiations, global campaigns, target marketing, working with an agency, truth and ethics.
目次
- 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
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