Kleppner广告教程

内容简介

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，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，强调厂告与其他营销渠道的协调； 2着眼于或多国广告； 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。

目录

Preface x Acknowledgements xvi about the Authors xviii PART I The Place of Advertising 2 One Background of Today''s Advertising 4 Beginnings 6 Origins of Newspaper Advertising 7 Three Momentous Decades: 1870-1900 9 America Enters the Twentieth Century. 15 Advertising Comes of Age 16 Summary 26 Two Roles of Advertising 27 Advertising, the Marketing Mix, and Integrated Marketing 31 Case History: John H. Harland Company: Major League baseball Checks 34 Advertising as an Institution 36 Advertising to Diverse Customer Interests 39 A Good Product that Meets a Perceived Need 42 Variations in the importance of Advertising 49 The Place of Advertising in the Marketing Process 50 Case History: Dickerson Vision Technologies, Inc.: What''s Wrong with This Picture 55 Summary 59 Case History: Miles Inc.: Community Science Education Initiative 60 VIDEO CASE: The Detroit Zoo 62 VIDEO CASE: The Atlanta Ballet: The Nutcracker 63 PART II Planning and Advertising 64 Three The Advertising Spiral and Brand Planning 66 Pioneering Stage 67 The Competitive Stage 72 The Retentive Stage 74 The Advertising Spiralr 74 Comparison of Stages 75 The Advertising Spiral as a Management Decision Tool 82 Building Strong Brands and Equity 83 Summary 95 Four Target Marketing 96 Defining Prime Prospects 97 Trends to Watch 97 New Marketing Concept and Targeting 102 Planning the Advet-tising 106 Beyond Demographics: Psychographics 119 Summary 127 VIDEO CASE: Defend Flea and Tick Product 128 VIDEO CASE: Southwest Airlines 129 PART III Managing the Advertising 130 Five The Advertising Agency, Media Services, and Other Services 132 The Agency 133 How Agencies Developed 134 The Full-Service Agency 139 The Traditional Agency Organization 141 The Reengineering of the Agency 143 Global Agencies and Global Markets 144 Competing Accounts 147 The Agency of Record 147 Agency Networks 147 The Mega-Agency 148 Other Advertising Services 149 Forms of Agency Compensation 152 Other Services 153 Worldwide Trends 155 Agency of the Future 156 Summary 156 Six The Advertiser''s Marketing/Advertising Operation 158 Marketing-Services System 159 Integrated Marketing Brand Management 160 Corporate Restructuring 165 Setting the Budget 165 The Changing Marketing Environment 170 Managing Brands 174 Agency/Client Relationships 176 Selecting an Agency 176 Appraising National Advertising 178 Summary 180 VIDEO CASE: Southwestern Bell Hispanic 182 VIDEO CASE: Blue Cross/Blue Shield 183 PART IV Media 184 Seven Basic Media Strategy 186 Media Planning 188 Media Research 189 Media Buying 190 Media Characteristics 193 The Components of the Media Plan 198 The Media Schedule 209 The Pressure of Competition 210 Case History: Bonita Bay Properties Creative Comforts: An Example of a Multimedia Schedule 211 The Budget