The Advertising Business: Operations, Creativity, Media Planning, Integrated Communications / Edition 1

by John Philip Jones

Overview

This authoritative and comprehensive handbook of successful advertising practices addresses such aspects of the business as: agency operation, creativity, media planning, operations and speciality advertising.

The distinguished contributors reflect a global mix of academic and professional backgrounds, and most chapters - complemented by a few adaptations of classic articles - have been specifically written for this volume. The result is a single ‘knowledge bank' of theory and practice for advertising students and professionals.

Product Details

ISBN-13:	9780761912392
Publisher:	SAGE Publications
Publication date:	02/10/1999
Edition description:	First Edition
Pages:	560
Product dimensions:	6.00(w) x 9.00(h) x (d)

About the Author

John Philip Jones entered academe in 1981 after a 25-year career in advertising with J. Walter Thompson in Europe, is a tenured Professor in the Newhouse School at Syracuse University, and was Chairman of the Advertising Department for seven years. He has published ten books on advertising and numerous journal articles, and his work has been translated into German, Spanish, Japanese, Korean, Chinese, Portuguese, Turkish and Arabic. In 1991, John Philip Jones was named by the American Advertising Federation as the Distinguished Advertising Educator of the Year. In the same year he became a member of the Council of Judges of the Advertising Hall of Fame. In 1994, he was elected a member of the National Advertising Review Board. In 1996, he received a major award from Cowles Business Media and the American Association of Advertising Agencies for leadership in the media field. There were two prize winners, the other being NBC Sports. He received the Telmar Award in 1997, for extending the concept of Short-Term Advertising Strength (STAS) from television to print media. In 2001, he received the Syracuse University Chancellor’s Citation for Exceptional Academic Achievement.

Table of Contents

Introduction - John Philip Jones
The Advertising Business
PART ONE: HOW AGENCIES OPERATE
Agency Management - Eric Mower
Some Secrets
The Account Executive in an Advertising Agency - Jay Quinn
Account Planning - Nicholas Staveley
A British Perspective
Account Planning - Damian O'Malley
An American Perspective
The Advertising Creative Process - Jeremy Bullmore
The Art Director - John L Sellers
Budgeting for Advertising and the Advertising-Intensiveness Curve - John Philip Jones
Advertising Media - Carla V Lloyd
A Changing Marketplace
The Media Buyer in the Advertising Agency - Debra L Merskin
Advertising Agency Compensation Systems - Rana S Said
New Business Activity - Randall Rothenberg
Account Reviews
The Culture of an Advertising Agency - John Philip Jones
PART TWO: CREATIVE ASPECTS
Strategy in Advertising - John Philip Jones
Television Advertising - Herbert E Krugman
Learning without Involvement
Humor in Television Advertising - Jeremy Bullmore
A Practitioner's View
Humor in Television Advertising - Paula Pierce
A Researcher's View
Celebrities in Advertising - Abhilasha Mehta
Emotion and Advertising - Esther Thorson
Hierarchies of Effect - John Philip Jones
Advertising Theories
Cognitive Dissonance and Selective Perception - Carri Brown, Betzi-Lynn Hanc and Nujchayada Pangsapa
Their Relevance to Advertising
The Creative Characteristics of Successful Television Advertising - John Philip Jones
Comparative Advertising - Jan S Slater
The Unique Selling Proposition and Usage-Pull - John Philip Jones
Truth and Weasels - David Ogilvy
Television Production Costs - Jan S Slater
PART THREE: MEDIA ASPECTS
Media-Medium-Mediorum - Stephen P Phelps
Media Definitions
Television Advertising - Erwin Ephron
Continuity Scheduling (Advertising without Gaps)
What Does Effective Frequency Mean Today? - John Philip Jones
Barter Syndication - Brian Philip Webster
Cable Television - Jeremiah L Rosen, Laura A York and Aileen (Shih-I) Ku
PART FOUR: SALES PROMOTIONS AND SPECIALIST MEDIA
Trends in Promotions - John Philip Jones
Integrated Marketing Communications and How It Relates to Traditional Media Advertising - Don E Schultz
Integrated Marketing Communications in Practice - John Deighton
A Roadmap to On-line Marketing Strategy - Rex Briggs
Direct Marketing - Sidney C Liebenson
Direct-Response Advertising - Emily Soell
Creative Principles
Promotions and Advertising - John Philip Jones
Comparison of Effectiveness
Specialty Advertising - William H Bolen
Event Marketing - Shirley F Taylor and Peggy H Cunningham
Sports Advertising and the Super Bowl - Rick Burton
Business-to-Business Advertising - Beth E Barnes
Product Packaging - Jan S Slater
The Silent Salesman
Public Relations and Advertising - Ian R Bruce
PART FIVE: LEGISLATION AND ETHICS
The Supreme Court of the United States and the First Amendment Protection of Advertising - Jay B Wright
Ethics of Advertising - Peggy H Cunningham
Oxymoron or Good Business Practice?

Editorial Reviews

Offers a knowledge bank of theory and practice for advertising students and professionals. Describes the main operational functions of advertising agencies, with sections on how agencies operate, the creative process, the strategy and tactics of media selection, sales promotions and specialist media (especially integrated marketing communications), and legal and ethical aspects of advertising. Chapters are a mix of original essays written for this volume, and adaptations of classic articles. Annotation c. by Book News, Inc., Portland, Or.

Booknews