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Advertising: strategy, creativity and media PDF

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Advertising PEARSON At Pearson, we take learning personally. Our courses and resources are available as books, online and via multi-lingual packages, helping people learn whatever, wherever and however they choose. We work with leading authors to develop the strongest learning experiences, bringing cutting-edge thinking and best learning practice to a global market. We craft our print and digital resources to do more to help learners not only understand their content, but to see it in action and apply what they learn, whether studying or at work. Pearson is the world's leading learning company. Our portfolio includes Penguin, Dorling Kindersley, the Financial Times and our educational business, Pearson International. We are also a leading provider of electronic learning programmes and of test development, processing and scoring services to educational institutions, corporations and professional bodies around the world. Every day our work helps learning flourish, and wherever learning flourishes, so do people. To learn more please visit us at: www.pearson.com/uk Advertising strategy, creativity and media Chris Fill Graham Hughes Scott De Francesco Pearson Education Limited Edinburgh Gate Harlow Essex CM20 2JE England and Associated Companies throughout the world Visit us on the World Wide Web at: www.pearson.com/uk First published 2013 © Pearson Education Limited 2013 The rights of Chris Fill, Graham Hughes and Scott De Francesco to be identified as authors of this work have been asserted by them in accordance with the Copyright, Designs and Patents Act 1988. All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording or otherwise, without either the prior written permission of the publisher or a licence permitting restricted copying in the United Kingdom issued by the Copyright Licensing Agency Ltd, Saffron House, 6–10 Kirby Street, London EC1N 8TS. All trademarks used herein are the property of their respective owners. The use of any trademark in this text does not vest in the author or publisher any trademark ownership rights in such trademarks, nor does the use of such trademarks imply any affiliation with or endorsement of this book by such owners. Pearson Education is not responsible for the content of third-party internet sites. ISBN 978-0-273-76089-4 British Library Cataloguing-in-Publication Data A catalogue record for this book is available from the British Library Library of Congress Cataloging-in-Publication Data A catalog record for this book is available from the Library of Congress 10 9 8 7 6 5 4 3 2 1 17 16 15 14 13 Typeset in 10/12pt Minion by 73 Printed and bound by Rotolito Lombarda, in Italy Brief contents Guided tour xiii Preface xv Acknowledgements xx Publisher’s acknowledgements xxi Chapter 1 An introduction to advertising 1 Chapter 2 OK, so is this the right meaning? 28 Chapter 3 Advertising: theories, concepts and frameworks 62 Chapter 4 Advertising: strategies, planning and positioning 89 Chapter 5 Creativity, content and appeals 121 Chapter 6 Brand communications: the role of advertising 153 Chapter 7 The advertising industry 186 Chapter 8 Traditional media 214 Chapter 9 Digital media and emerging technologies 244 Chapter 10 Media planning 276 Chapter 11 Measuring advertising efficiency and effectiveness 302 Chapter 12 Standards and responsibilities 328 Chapter 13 Contemporary issues in advertising 356 Index 3 87 To my students, past and present. Scott De Francesco To Sue, Alex and Michael. Graham Hughes This book is dedicated to my wife Karen, not only for her moral support whilst this book was being written, but also for venturing with me into our new life in the Cotswolds. Chris Fill Contents Guided tour xiii Preface xv Overview of the book xv Design features and presentation xviii Support materials xix Acknowledgements xx Publisher’s acknowledgements xxi Chapter 1 An introduction to advertising 1 Aims and learning objectives 1 Minicase: Painting through insight 2 Introduction 3 Brief background and development of advertising 4 (cid:122) ViewPoint 1.1 A glass and a half of chocolate advertising 7 The significance and scope of the advertising industry 8 The nature and role of advertising in society 11 (cid:122) ViewPoint 1.2 Stroking the public good 16 Definitions – what is advertising? 17 Types of advertising 18 (cid:122) ViewPoint 1.3 Bricking it with the BDA 19 Advertising and communication 20 Engagement and the role of advertising 21 (cid:122) ViewPoint 1.4 Attracting new teachers through behavioural engagement 23 Chapter summary 24 Review questions 25 Chapter references 26 Chapter 2 OK, so is this the right meaning? 28 Aims and learning objectives 28 Minicase: Finding a Match.com 29 Introduction 30 The core model of communication 30 (cid:122) ViewPoint 2.1 Understanding Chinese office coffee drinkers 32 Factors that influence the communication process 35 The influencer model of communication 36 (cid:122) ViewPoint 2.2 Opinion leadership in action 37 The interactional model of communication 39 Other types of communication 41 Source characteristics 42 Establishing credibility 43 (cid:122) ViewPoint 2.3 Smoking seeks credibility 44 Cognitive processing 47 VIII CONTENTS Attitudes 49 Using advertising to influence attitudes 51 The elaboration likelihood model 54 (cid:122) ViewPoint 2.4 Meerkats go peripheral 55 Chapter summary 57 Review questions 58 Chapter references 59 Chapter 3 Advertising: theories, concepts and frameworks 62 Aims and learning objectives 62 Minicase : Johnnie Walker keeps striding 63 Introduction 64 The use of information and emotion in advertising 66 (cid:122) ViewPoint 3.1 An emotional recovery for Hovis 66 Advertising models and concepts 72 Eclectic models of advertising 74 (cid:122) ViewPoint 3.2 Crown get people talking about paint 76 The strong and weak theories of advertising 77 Using advertising strategically 79 (cid:122) ViewPoint 3.3 Sleeping with wolves . . . well, nearly 81 The Institute of Practitioners in Advertising 83 (cid:122) ViewPoint 3.4 Ring me for fame 84 Chapter summary 85 Review questions 86 Chapter references 87 Chapter 4 Advertising: strategies, planning and positioning 89 Aims and learning objectives 89 Minicase : Ulster Bank . . . ing on students 90 Introduction 91 What is strategy? 91 Communications strategies 94 Objectives and strategic development 102 (cid:122) ViewPoint 4.1 Retailer aims to make customers’ lives easier 103 Advertising planning and frameworks 104 (cid:122) ViewPoint 4.2 Pringles crunch into China 109 (cid:122) ViewPoint 4.3 It’s how they behave and what they look like 111 Positioning 112 (cid:122) ViewPoint 4.4 Adopting a safe position in Germany 116 Chapter summary 117 Review questions 118 Chapter references 119 Chapter 5 Creativity, content and appeals 121 Aims and learning objectives 121 Minicase : Creative repositioning needed by Volvo 122 Introduction 123 What is creativity? 124 Creative roles and skills 126 (cid:122) ViewPoint 5.1 Sir John Hegarty, a leading creative light 127 The creative process 128 Creative content 130 CONTENTS IX (cid:122) ViewPoint 5.2 Creative ideas and original content key for brands 134 Message appeals 135 (cid:122) ViewPoint 5.3 Benetton returns to ‘edgy’ advertising 142 Evaluating creativity 144 (cid:122) ViewPoint 5.4 Winning at Cannes Creative Festival 145 Chapter summary 148 Review questions 149 Chapter references 149 Chapter 6 Brand communications: the role of advertising 153 Aims and learning objectives 153 Minicase : Diamonds, because she’s worth it 154 Introduction 155 Brand definitions 157 Types of branding 158 (cid:122) ViewPoint 6.1 Coca-Cola means lifestyle . . . today 159 (cid:122) ViewPoint 6.2 Eddie Stobart delivers strong B2B branding 162 Brand characteristics 165 (cid:122) ViewPoint 6.3 Red Bull’s exciting personality 168 Brand associations 171 The role of advertising and communications in branding 171 (cid:122) ViewPoint 6.4 Virgin Atlantic do it up there – above the line 173 (cid:122) ViewPoint 6.5 Building brands of steel with Tata 174 (cid:122) ViewPoint 6.6 Around the line with Armenian brandy 176 Brand equity 178 Chapter summary 180 Review questions 181 Chapter references 182 Chapter 7 The advertising industry 186 Aims and learning objectives 186 Minicase : Help is at hand: a new agency approach 187 Introduction 188 Agency structures and integration 189 (cid:122) ViewPoint 7.1 Procter & Gamble’s BAL agency model 191 Advertising agency structures and types 192 (cid:122) ViewPoint 7.2 DDB – some of the original ‘Madmen’ 193 (cid:122) ViewPoint 7.3 Global communications at WPP and Dentsu 194 Agency operations and roles 196 Advertising agency selection 198 Agency remuneration 203 (cid:122) ViewPoint 7.4 Coca-Cola’s recipe for agency compensation 204 Advertising budgets 205 (cid:122) ViewPoint 7.5 Who spends the most? 206 Chapter summary 211 Review questions 212 Chapter references 212 Chapter 8 Traditional media 214 Aims and learning objectives 214 Minicase : Flying in F innair to Asia 215 Introduction 216

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