The Advertising Business

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?