The advertising business : operations, creativity, media planning, integrated communications / edited by John Philip Jones.

Contributor Jones, John Philip.

Imprint:Thousand Oaks, Calif. : Sage Publications, c1999.

Description548 p. : ill. (some col.) ; 24 cm.

Note:Introduction: The Advertising Business / John Philip Jones. - Agency Management: Some Secrets / Eric Mower. - The Account Executive in an Advertising Agency / Jay Quinn. - Account Planning: A British Perspective / Nicholas Staveley. - An American Perspective / Damian O'Malley. - 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: A Changing Marketplace / Carla V. Lloyd. - The Media Buyer in the Advertising Agency / Debra L. Merskin. - Advertising Agency Compensation Systems / Rana S. Said. - New Business Activity: Account Reviews / Randall Rothenberg. - The Culture of an Advertising Agency / John Philip Jones. - Strategy in Advertising / John Philip Jones. - Television Advertising: Learning Without Involvement / Herbert E. Krugman. - Humor in Television Advertising: A Practitioner's View / Jeremy Bullmore. - Humor in Television Advertising: A Researcher's View / Paula Pierce. - Celebrities in Advertising / Abhilasha Mehta. - Emotion and Advertising / Esther Thorson. - Hierarchies of Effect: Advertising Theories / John Philip Jones. - Cognitive Dissonance and Selective Perception: Their Relevance to Advertising / Carri Brown, Betzi-Lynn Hanc, Nujchayada Pangsapa. - 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. - Media-Medium-Mediorum: Media Definitions / Stephen P. Phelps. - Television Advertising: Continuity Scheduling (Advertising Without Gaps) / Erwin Ephron. - What Does Effective Frequency Mean Today? / John Philip Jones. - Barter Syndication / Brian Philip Webster. - Cable Television / Jeremiah L. Rosen, Laura A. York, Aileen (Shih-I) Ku. - 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 Road Map to On-Line Marketing Strategy / Rex Briggs. - Direct Marketing / Sidney C. Liebenson. - Direct-Response Advertising: Creative Principles / Emily Soell. - Promotions and Advertising: Comparison of Effectiveness / John Philip Jones. - Specialty Advertising / William H. Bolen. - Event Marketing / Shirley F. Taylor, Peggy H. Cunningham. - Sports Marketing and the Super Bowl / Rick Burton. - Business-to-Business Advertising / Beth E. Barnes. - Product Packaging: The Silent Salesman / Jan S. Slater. - Public Relations and Advertising / Ian R. Bruce. - The Supreme Court of the United States and First Amendment Protection of Advertising / Jay B. Wright. - Ethics of Advertising: Oxymoron or Good Business Practice? / Peggy H. Cunningham.

Bibliography Note:Includes bibliographical references and indexes.

Note:"Devoted essentially to the procedures and operations of main concern to advertising agencies, this book is the second in a planned series of five volumes, each intended to cover a relatively self-contained field of knowledge about advertising and how it works. Already published is How Advertising Works: The Role of Research, also edited by Jones (CH, Dec'98). Contributions from 38 US and international authors (25 practitioners and 13 academics) make up this collection, which is organized in five parts: "How Agencies Operate" (11 chapters); "Creative Aspects" (13 chapters); "Media Aspects" (5 chapters); "Sales Promotions and Specialist Media" (13 chapters); and "Legislation and Ethics" (2 chapters). Most chapters were written for this volume; others are adaptations of articles that have appeared in the professional press. Each part and each chapter can stand alone, yet together they present a comprehensive continuum. The volume covers not only historical and traditional activities but also developing trends and insightful approaches to the scope of the advertising enterprise in general and advertisers in particular." -- Choice review

Note:Recommended in Best Books for Academic Libraries ; Choice Outstanding Title

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