Practice of Advertising, Fifth Edition

393 Pages·2004·1.95 MB·English

by  Adrian Mackay

The Practice of Advertising
To Jan,always
The Practice of Advertising
Edited by
Adrian R. Mackay
Fifth edition
AMSTERDAM ● BOSTON ● HEIDELBERG ● LONDON ● NEW YORK ● OXFORD
PARIS ● SAN DIEGO ● SAN FRANCISCO ● SINGAPORE ● SYDNEY ● TOKYO
Elsevier Butterworth-Heinemann
Linacre House,Jordan Hill,Oxford OX2 8DP
30 Corporate Drive,Burlington,MA 01803
First published 1978
Reprinted 1981
Second edition 1983
Reprinted 1984,1985,1986
Third edition 1990
Reprinted 1990,1993
Fourth edition 1995
Reprinted 1996,2001
Fifth edition 2005
Copyright ©2005,Elsevier Ltd. All rights reserved
No part of this publication may be reproduced in any material form (including photocopying or
storing in any medium by electronic means and whether or not transiently or incidentally to some
other use of this publication) without the written permission of the copyright holder except in
accordance with the provisions of the Copyright,Designs and Patents Act 1988 or under the terms
of a licence issued by the Copyright Licensing Agency Ltd,90 Tottenham Court Road,London,
England W1T 4LP. Applications for the copyright holder’s written permission to reproduce any
part of this publication should be addressed to the publisher
Permissions may be sought directly from Elsevier’s Science & Technology Rights Department in
Oxford,UK:phone:((cid:1)144) 1865 843830,fax:((cid:1)144) 1865 853333,
e-mail:[email protected]. You may also complete your request on-line via the Elsevier
homepage (http://www.elsevier.com),by selecting ‘Customer Support’and then ‘Obtaining
Permissions’
British Library Cataloguing in Publication Data
A catalogue record for this book is available from the British Library
Library of Congress Cataloguing in Publication Data
A catalogue record for this book is available from the Library of Congress
ISBN 0 7506 6173 9
For information on all Elsevier Butterworth-Heinemann
publications visit our website at http://books.elsevier.com
Typeset by Newgen Imaging Systems (P) Ltd,Chennai,India
Printed and bound in Great Britain
Working together to grow
libraries in developing countries
www.elsevier.com | www.bookaid.org | www.sabre.org
Contents
List of Contributors xvii
Preface xxiv
1 Marketing – and the Place of Advertising within It 1
Adrian R. Mackay
Learning outcomes 1
1.1 What does marketing mean? 1
1.2 The marketing concept 3
1.2.1 Social marketing and the concept of value – a wider
view of marketing 4
1.3 The marketing process 4
1.4 The changing marketing environment 4
1.4.1 Influencing consumer behaviour 7
1.5 Customers and their behaviour 7
1.6 The need for marketing research 9
1.6.1 Marketing information systems 9
1.6.2 How marketing research is organised 11
1.7 The ‘old’marketing mix 12
1.7.1 Product 12
1.7.2 Price 12
1.7.3 Place 13
1.7.4 Promotion 13
1.8 The modern marketing mix 14
1.9 Strategic marketing planning 16
1.9.1 Corporate planning 16
1.10 Marketing communications 19
1.11 Choosing methods of communication 20
1.12 Summary 20
Notes 21
2 How Advertising Works 23
John Wilmshurst
Learning outcomes 23
2.1 What is advertising? 23
2.2 The role of advertising in ‘selling’ 24
vi Contents
2.3 A history of theories 24
2.3.1 Starch 25
2.3.2 DAGMAR 25
2.4 What acts on whom – individuals and herds 28
2.4.1 Hedges 28
2.4.2 Longman 29
2.4.3 Joyce 30
2.4.4 Earls 31
2.5 Individuals’reaction to advertising 32
2.5.1 Active consumers 35
2.5.2 Attitudes and beliefs 35
2.5.3 Cognitive dissonance 37
2.5.4 Cigarette advertising 38
2.6 King’s scale of immediacy 39
2.7 Incongruency and consistency 40
2.8 Towards a synthesis 40
2.9 Summary 42
Notes 42
3 Integrated Marketing Communications 44
Ian Linton
Learning outcomes 44
3.1 Introduction 44
3.2 Integrated marketing communications in action 45
3.2.1 Broadening the market for a hi-fi system 45
3.2.2 Increasing traffic for a regional business
airline 47
3.2.3 Developing sales of a regional fast food chain 49
3.3 The benefits of integration 50
3.3.1 Creative integrity 50
3.3.2 Consistency of messages 51
3.3.3 Unbiased recommendations 51
3.3.4 Better use of all media 52
3.3.5 Greater marketing precision 52
3.3.6 Operational efficiency 53
3.3.7 Cost savings 54
3.4 Evaluating the benefits of integrated marketing
communications 55
3.5 Introducing an integrated marketing programme 55
3.5.1 Internal structure for integrated marketing 56
3.5.2 Selecting an agency 56
3.5.3 Selecting pilot projects or campaigns 57
3.6 Summary 57
Further reading 58
Contents vii
4 The Advertiser 59
Peter Beaumont
Learning outcomes 59
4.1 Who or what is ‘the advertiser’? 59
4.1.1 The sole trader 61
4.1.2 The owner/manager 62
4.1.3 The committee 62
4.1.4 The sales and marketing manager 63
4.2 The value of the brief 64
4.3 Why use an agency? 65
4.4 So how should an advertiser choose an agency? 66
4.5 So what of the responsibility of the advertiser? 66
4.6 Why thank advertisers? 67
4.7 Summary 67
5 The Advertising Agency 69
Richard Mayer
Learning outcomes 69
5.1 Introduction 69
5.2 The origin of the advertising agency 69
5.3 The evolution of the advertising agency 70
5.4 Types of advertising agency 74
5.4.1 Full-service agencies 75
5.4.2 Creative boutiques 76
5.4.3 Media independents 76
5.4.4 Interactive and e-commerce agencies 78
5.4.5 In-house agencies 78
5.5 The structure of a modern advertising agency 78
5.5.1 Account handling 78
5.5.2 Creative department 79
5.5.3 Planning department 82
5.5.4 Media 84
5.5.5 Production 84
5.5.6 Selecting an agency 85
5.6 The client brief 85
5.7 Agency remuneration 86
5.8 Managing client/agency relationships 89
5.9 Summary 90
Further reading 91
6 Media 92
Sangeet Kaur Chana
Learning outcomes 92
6.1 Setting the scene 92
6.2 Television 95
viii Contents
6.2.1 Recent developments 96
6.2.2 Television as an advertising medium 98
6.2.3 Terrestrial channels 99
6.2.4 ITV1 101
6.2.5 Channel 4 103
6.2.6 Channel 5 (‘Five’) 104
6.2.7 Satellite and cable 105
6.2.8 Broadcast sponsorship 106
6.3 The press 107
6.4 Radio 111
6.5 Cinema 112
6.6 Outdoor advertising 113
6.6.1 Roadside advertising 113
6.6.2 Street furniture 113
6.6.3 Point of sale 113
6.6.4 Transport Media 114
6.6.5 Ambient media 114
6.7 The internet 115
6.8 Discussion points 116
6.9 Conclusions 116
6.10 Summary 117
Further reading 117
7 Advertising Creativity 118
Roger Stotesbury
Learning outcomes 118
7.1 What is it? 118
7.2 The creative department 119
7.2.1 The creative director 119
7.2.2 The creative team 120
7.2.3 Freelancers 120
7.2.4 Creative services 120
7.3 Drivers of advertising creativity 121
7.3.1 Diverse agency styles 121
7.3.2 Different types of strategy 121
7.3.3 Emotional versus rational emphasis 122
7.3.4 Media synergy 122
7.3.5 Integration 122
7.3.6 Increased interactivity 122
7.4 Creating the creative idea 123
7.5 How do creative teams create? 125
7.5.1 Six tips on how to think creatively 126
7.6 Ten tips on how to judge creativity 127
Contents ix
7.7 Selling creativity 128
7.8 Discussion points 129
7.8.1 The importance of copy 129
7.8.2 The use of creative pitches 129
7.8.3 A role for the client? 130
7.8.4 The value of creativity 130
7.8.5 Working in the creative world 131
7.9 Summary 131
Further reading 131
8 Press Production 132
Mark Maguire
Learning outcomes 132
8.1 Introduction 132
8.2 Tasks (technical breakout on pre-press and
publication specifications) 133
8.2.1 Media booking 133
8.2.2 Estimating 134
8.2.3 Creative 134
8.2.4 Art buying 135
8.2.5 Account management 135
8.2.6 Traffic 135
8.2.7 Artwork 136
8.2.8 Pre-press 136
8.2.9 Approvals 145
8.2.10 Billing 146
8.3 Trends (the agency model now and the future?) 146
8.4 Trends (market pressures) 148
8.5 Case study 148
8.6 Summary 149
Useful links 150
9 TV,Radio and Cinema Production 151
Nigel Foster
Learning outcomes 151
9.1 TV production 151
9.1.1 Pre-production for TV 152
9.1.2 The TV shoot 155
9.1.3 TV post-production stage 155
9.2 Cinema 156
9.3 Radio 156
9.4 Conclusions 156
9.5 Summary 156