‘A significant one-volume reference on the business of advertising, this work is recommended for undergraduate through professional collections.’
—R.R. Attison, CUNY College of Staten Island
‘John Philip Jones belongs to an elite group of intellectual adventurers searching for true meaning in an increasingly complex communication industry. Anyone involved in understanding how brands are born and nurtured should follow his work with keen interest.’
–Andy Fenning, J. Walter Thompson, New York
John Philip Jones, best-selling author of What′s in a Name? Advertising and the Concept of Brands and When Ads Work: New Proof That Advertising Triggers Sales, has edited an authoritative handbook of successful advertising procedures. All aspects of the business—creativity, media planning, operations, and specialty advertising—are fully represented in this comprehensive volume. Chapter authors reflect on a global mix of academic and professional backgrounds, and include David Ogilvy, Don E. Schultz, John Deighton Randall Rothnberg, Herbert Krugman, and John Philip Jones himself. Most chapters have been specifically written for this volume, and are complemented by a few adaptations of classic articles. The result is a single knowledge bank of theory and practice for advertising students and professionals. This handbook is part of a series of edited by John Philip Jones, when complete, will comprise a complete library of essential advertising theory and practice. How Advertising Works has already been published; future volumes will address the key topics of brand building and multinational advertising.
Зміст
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?
Про автора
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.
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