Kleppner广告教程

书籍目录

Contents

Preface

Acknowledgements

About the Authors

PARTI ThePlaceofAdvertising

One Background ofToday's Advertising

Beginnings

Origins of Newspaper Advertising

Three Momentous Decades: 1870-1900

America Enters the Twentieth Century

Advertising Comes of Age

Summary

TWO Roles of Advercising

Advcrtising, the Marketing Mix, and Integrated

Marketing

Case History: John H. Harland Company: Major League

Baseball Checks

Advertising as an Institution

Advcrtising to Diverse Cusromer Intercsts

A Good Product that Meets a Perceived Nced

Variations in the Importance ofAdvertising

The Place of Advertising in the Marketing Process

Case History: Dickerson Vision Tcchnologics, Inc.: "What's

Wrong with This Picture?"

Summary

Casc History: Miles Inc.: Community Science Education

Initiative

VIDEO CASE: The Detroit Zoo

VIDEO CASE: The Atlanta Ballet: Thc Nutcracker

PART II Planning and Advertising

Three The Advertising Spiral and Brand

Planning

Pioneering Stage

The CompetitiveStage

The Rctentive Stage

The Advertising Spiral

Comparison of Stages

The Advertising Spiral as a Managcment Dccision Tool

Building Strong Brands and Equity

Summary

Four Target Marketing

Defining Prime Prospccts

Trends to Watch

New Marketing Conccpt and Targeting

Planning the Advertising

Beyond Demographics: Psychographics

Summary

VIDEO CASE: Defend Flea and Tick Product

VIDEO CASE: Southwcst Airlines

PART III Managing the Advertising

Five The Advertising Agency, Media Services, and

Other Services

The Agency

How Agcncies Developed

The Full-Service Agency

Thc Traditional Agcncy Organization

The Reengineering of the Agency

Global Agencies and Global Markets

Competing Accounts

The Agency of Record

Agency Networks

The Mega-Agency

Other Advertising Services

Forms ofAgency Compensation

Othcr Services

Worldwide Trends

Agency of the Future

Summary

Six The Advertiser's Markecing/Advertising

Operation

Marketing-Services System

Integrated Marketing Brand Management

Corporate Restructuring

Setting the Budget

The Changing Marketing Environment

Managing Brands

Agency/Client Relationships

Selecting an Agency

Appraising National Advertising

Summary

VIDEO CASE: Southwestern Bell Hispanic

VIDEO CASE: Blue Cross/Blue Shield

PART IV Media

Seven Basic Media Strategy

Media Planning

Media Research

Media Buying

Media Characteristics

The Componcnts of the Media Plan

The Media Schedule

The Pressure of Competition

Case History: Bonita Bay Properties Creative Comforts: An

Example of a Multimedia Schedule

The Budget

The Cross-Media Concept

Summary

Eight Using Television

Television as an Advertising Medium

The Rating-Point System

Case History: Simmons Company: "Energize"

Share ofAudience

The Many Faces ofTclevision

TV Syndication

Cable Television

The Videocassette Recorder

Syndicated Rating Services

The Fragmented Audience and The Electronic Highway

Summary

Nine Using Radio

Features and Advantages of Radio

Limitations and Challenges of Radio

Technical Aspects of Radio

Selling Radio Commercial Time

Types of Programming

Radio Ratings Services

Rate Classifications

Buying Radio

Using Radio Ratings

Case History: Ford Audio Systems

Summary 285

Ten Using Newspapers

Thc National Newspaper

Marketing the Newspaper

Zoning, Total Market Coverage, and Ncwspaper

Networks

Categories of Newspaper Advertising

Circulation Analysis

Technology and the Future of Newspapers

Newspaper-Distributed Magazine Supplements

The African Amcrican and Hispanic Press

Weekly Newspapers

Summary

Eleven Using Magazines

Selectivity

Costs

Media Competition and Mcdia Imperatives

(Comparatives)

Cross-Media Buys

Magazines as an Advcrrising Medium: Advantages and Dis-

advantages

Featurcs of Magazine Advertising

Magazine Elements

How Space Is Sold

Magazine Circulation

Measuring Magazine Audiences

Consumer Magazincs--Summing Up

The Business Press and Business-to-Business Adverrising

Case History: Siemens Energy & Automation, Inc.: Gen-

eral Industries Campaign

Case History: Hcuga USA (A Division of Interface, Inc.):

You Spend Too Much Time

Summary

Twelve Out-Of-Home Advertising

Out-of-Home Advertising 373

The Outdoor Industry: An Overview

Forms of Outdoor Advertising

The Elements of Outdoor

Measuring Outdoor

Transic Advertising

Shelter Advertising

Summary

Thirteen Direct-Response and Direct-Mail

Advertising

Definition ofTerms in Direct Response

The Modern Direct-Response Industry

Growth of Direct-Response Advertising

The Search for Alternative Media by Advertisers

Database Marketing

Telemarketing

Case History: Promark One Marketing Services, Inc.:

Touch-l Long Distance

Radio and Direct-Response

Magazines and Direct Response

Characteristics ofSuccessful Direct-Response Advertising

Direct-Response Offers-Direct Sales

Direct-Response Offers-Lead Getting

Direct Mail Advertising

Case History: Northlake Regional Medical Center:

Newcomers Direct Mail

The Mailing List

Planning and Producing the Direct-Mail Piece

Summary

Fourteen Sales Promotion

Promotion and Advertising

Forms of Sales Promotion

Point-of-Purchase Advertising

Case History: Elephant/Tiger: Barnum Tower Display Spe-

cialty Advertising

Specialty Advertising

Case History: Mellon Bank Corporarion: Automated Teller

Machine Processing Services

Coupons

Case History: Hills Bros. Coffee, Inc.: Perfect

Balance

Sampling

Event Marketing

Sweepstakes and Contests

Cooperative Adverrising

Trade Shows and Exhibits

Directories and Yellow Pages

Trade Incentives

Summary

VIDEO CASE: Midas

VIDEO CASE: Post Banana Nut Crunch

PART V Creating the Advertising

Fifteen Research in Adverrising

Research Is an Informational Tool

The Right Kind of Research

Strategic or Account Planners

What Kind of Research Is Needed?

The Series of Research Steps in Advertising

Testing Creative Research

Summary

Sixteen Creatmg the Copy

How Do We Create Great Advertising?

he Nature and Use ofAppeals

reat Advertising Elements

Structure of an Advertisernent

Copy Style

Case History: Cosmetic Industry Ad Tips

The Creative Work Plan

Reviewing the Copy

Summary

Seventeen The Total Concept: Words and

Visuals

Ideas Come from the Left and Right Brain

The Creative Tcam

The Idea

Summary

Eighteen Print Production

Production Data

Production Planning and Scheduling

Selecting the Printing Process

Understanding Typography

Type and Reading

Typefaces

Type Fonts and Families

Typesetting Methods

Mechanical and Artwork

Offset and Gravure Photoplatemaking

Making Duplicate Material

New Production Technology

Summary

Nineteen The TV Commercial

Copy Development and Production Timetable

Creating che TV Commercial

Producing the TV Commercial

Role of the Producer

Controlling the Cost of Commercial Production

Case History: Orkin Exterminating Company: Environ-

mental Responsibility and Consumer Concerns

Summary

Twenty The Radio Commercial

The Nature of the Medium

Creating the Commercial

Deveioping the Radio Script

Structuring the Commercial

Writing the Commercial

nming of Commercials

Musical Commercials

Methods of Delivery

Producing the Radio Commercial

Summary

Twenty-one Trademarks and Packaging

What is a Trademark?

House Marks

Service Marks, Certification Marks

Company and Product Names

Packaging

Summary

Twcnty-two The Complete Campaign

Situation Analysis

Crearive Objectives and Straregy

Media Objectives

Getting the Campaign Approved

Research-Posttests

Case History: RCA: RCA Home Theatre

Case History: AFLAC Supplemental Insurance: Supple-

mental Health Insurance

Summary

VIDEO CASE: Dodge Intrepid

VIDEO CASE: Converse Basketball

PART Vl Other Environments of

Advertising

Twenty-three Retail Advertising

Retail Trends

Consumer Attitudes

Retailing in the 1990s

National and Retail Advertising

Types of Retail Advertising

The Retail Advertising' Mix

Summary

Case History: Folks, Inc.: Restaurant Case

Twenty-four International Advertising

The New World Economic Order

Global Marketing and Advertising

Political and Economic Movements Toward a World

Economy

The Multinational Advertising Agency

Media Planning: A Global Perspective

Cultural Considerations

Legal and Regulatory Prohibitions

Advertising Diversity in the United States

Summary

Twenty-five Legal and Other Restraints on

Advertising

The Federal Trade Commission

The Robinson-Patman Act and Cooperative

Advertising

The Federal Food, Drug, and Cosmetic Act

Other Federal Controls of Advertising

Advertising and the First Amendment

Adverrising of Professional Services

Comparison Adverrising

The Advertising Clearance Process

Self-Regulation by Industrywide Groups

Summary

Twenty-SIX Economic and Social Effects of

Advertising

The Economk: Role ofAdvertising

The Social Role of Adverrising

Inadvertent Social Implications of Advertising

Overt Use of Adverrising for Social Causes

Advertising and Ethical Considerations

Summary

VIDEO CASE: The Edward J. DeBartolo Corporation:

Mall Developer

VIDEO CASE: PSE&G Utility Conservacion Campaign

Glossary

Index

作者简介

内容提要

本书为在美国广告营销界被奉为《圣经》的《Kleppner广告管理》的第十三版。

原作者Ott0Kleppner（1899―1982年）是一位非常成功的广告公司经理，曾任美国广

告协会理事长，并因其广告教学方面的杰出服务获CrainCup奖。第十三版的两位作

者均为乔治亚大学的广告系教授，并均开有自己的广告公司。此外，Russel1教授曾担

任著名的《广告杂志（J0urnalofAdvertising）》主编，发表过许多论文；Lane教授

则任该杂志的广告部经理。

新版不结合了传统的广告管理过程与新材料，特别是在营销、厂告和媒介方面的

变化，着眼于将学生引导到21世纪的广告业。

第十三版特别强调以下各点：

1.将广告置于企业营销整体活动的框架之中，特别强调厂告与其他营销渠道的协调；

2着眼于全球或多国广告；

3新媒体、新技术对广告业的影响。

全书共分六部分二十六章，主要内容包括：广告的地位、广告规划、广告管理、

媒体、广告的创造过程以及其他广告。

该书可作为高等院校广告专业教材，亦是广大实际工作者必备的参考书。

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