eight www.downloadslide.net © Digital Vision RF creating ads: strategy and process 190 www.downloadslide.net T his chapter demonstrates Some compete with Walmart by fo- years that Walmart became a global how advertising strategies cusing on a single product category, leader.1 are used to develop creative like clothes, electronics, pet supplies, briefs and message strategies It ex- or toys, and offering a broader selec- amines the characteristics of great tion within that category An even campaigns, the nature of creativity, riskier strategy is going head-to- and the role of the agency creative head, as Kmart, Sears, Montgomery team We discuss how research op- Ward, and others have learned the erates as the foundation for creative hard way But standing tall among the development and planning, and scattered ruins of Walmart’s direct point out common problems that competitors is one company that has can challenge the creative team found a way to prosper: Target Walmart has changed the retail world Target’s origins date to 1962 when The company’s success, a result of its the Dayton Company opened the relentless focus on offering a broad first store in a Minneapolis suburb selection of goods at low prices, has Today the company operates nearly made it the largest public company in 1,700 stores throughout the United the world For its competitors (and in States and is fifth in overall revenue this day and age, that is most stores), among U.S retailers Not bad for an finding the right strategy for success organization whose greatest expan- is an ongoing challenge sion occurred during the same Why has Target succeeded where other retail giants have not? In part by being one of the greatest practitioners of positioning, a concept we continued on p 192 Learning Objectives After studying this chapter, you will be able to: LO8-1 Identify the members of the creative team and their primary responsibilities LO8-2 Describe the characteristics of great advertising LO8-3 Explain the role of the creative strategy and its principal elements LO8-4 Show how advertising enhances creativity LO8-5 Define the four roles people play at different stages of the creative process 191 www.downloadslide.net get at Walmart, or anywhere else—in-house lines like Labworks, Zutano Blue, Room 365, and TOO by Blu Dot.3 Then, there is the red Lots of red As Michael Francis, senior VP of marketing at the retailer, notes, “Trust us, red does go with everything.” The strategy at Target is to “own red,” that is, have the consumer associate the color with the brand One way to communicate that Target owns red is through its retail stores But the color plays a prominent role in Target advertising as well and helps tie the many executions together Target spends nearly four times as much on its advertising as a percentage of sales than does Walmart Its ads are fun and quirky, in direct contrast to Walmart’s more conservative approach Target’s ads are also softer, focusing on lifestyle themes that suggest ways that products sold at Target help the shopper have a better and more fun life Source: Target Brands, Inc The campaigns have been remarkably effective, and have helped fuel Target’s growth Target’s creative and captivating ads have helped the company position itself as a more continued from p 191 enjoyable place to shop than its biggest competitor And introduced in Chapter Everyone knows that Walmart is that strategy has helped Target thrive even in the midst of synonymous with the concept of a “big box store.” To the Walmart’s successes ■ individual who is looking to save money but finds Walmart’s offerings or shopping environment just a bit ordinary, Target proudly proclaims “Expect more, pay less.” The slogan says it all You’ll save money at Target (compared LO8-1 Identify the members of the creative team and their primary responsibilities to many retailers) and you’ll have more fun shopping (compared to Walmart) The promise of a better shopping experience (the “expect more” part of the equation) has been the key As retailer trade journalist Jeff Arlen asks, “Without Andy Warhol, could Target Stores exist as it is today? Have CEO Bob Ulrich and his team of retailing alchemists learned the secret of turning the mundane into the sublime?”2 Start with the merchandise Lots of the things you find at Target you can find at Walmart as well, but Target displays them with more style and space And some things you can’t 192 PART 4 | The Creative Process THE CREATIVE TEAM: ORIGINATORS OF ADVERTISING CREATIVITY Every great ad campaign starts with human imagination In most ad agencies, the people who first conceptualize the symbols, words, and images are the members of the creative team The team’s copywriter develops the verbal message, the copy (words) within the ad The copywriter typically works with an art director who is responsible for the nonverbal aspect of the www.downloadslide.net copywriter Person who creates the words and concepts for ads and commercials art director Along with graphic designers and production artists, determines how the ad’s verbal and visual symbols will fit together creative director Head of a creative team of agency copywriters and artists who is assigned to a client’s business and who is ultimately responsible for the creative product—the form the final ad takes Bright colorful images, geometric shapes, and strong contrasts in both copy and graphics are qualities for great creative ads Not only they successfully draw the reader’s attention, they help brand Target as an “upscale” discount store Source: Target Brands, Inc message, the design, which determines the look and feel of the ad Together, they work under the supervision of a creative director (typically, a former copywriter or art director), who is ultimately responsible for the creative product—the form the final ad takes As a group, the people who work in the creative department are generally referred to as creatives, regardless of their specialty This chapter focuses on the creative process: how it’s d eveloped and how it relates to a company’s marketing and advertising strategy But to get a proper perspective on creativity, we need to understand the characteristics of great advertising check yourself ✓ What does a copywriter do? What does an art director do? Who is ultimately responsible for the creative product? creatives The people who work in the creative department, regardless of the specialty LO8-2 Describe the characteristics of great advertising CREATING GREAT ADVERTISING What does someone mean when they say an ad is great? What would your definition be? Some of the classic ads in history, offer a clue: Volkswagen’s famous “Think small” ad; DeBeers’s “A diamond is forever” line; Clairol’s “Does she or doesn’t she?”; Nike’s “Just it”; Apple’s “1984”; and Coca-Cola’s “The real thing.” What these campaigns have in common that make them universally considered great? This is a very important question, since a lot of research indicates that “ad liking” has a tremendous impact on “ad success.” But is a likable ad the same as a great ad? No matter the platform, great ads have certain things in c ommon We can lump most of these elements into two dimensions of greatness: audience resonance and strategic relevance.4 Great ads have certain things in common: audience resonance and strategic relevance CHAPTER 8 | Creating Ads: Strategy and Process 193 www.downloadslide.net informational ads Promising benefits that will offer relief from an undesirable situation or condition Informational ads tend to address negatively originated purchase motives, such as problem removal or avoidance, in an attempt to provide solutions to those problems transformational Promising benefits that will reward consumers Transformational ads tend to address positively originated purchase motives, such as sensory gratification, intellectual stimulation, or social approval, in an attempt to make people feel happier One way Target communicates that it offers an extraordinary shopping experience is through the use of extraordinary ads that successfully capture the attention of its consumers These ads showcase the effective use of color to hook audiences Source: Target Brands, Inc The Resonance Dimension To resonate means to echo, reverberate, or vibrate It also means to boom, ring, or chime And that’s what a great ad does with the audience It echoes in their ears It reverberates It resonates It moves people and makes the message unforgettable Why? Because of the boom factor When a cannon goes “boom,” it gets your attention— immediately! The same is true with an ad It’s the surprise element—the “aha,” or the “wow.” But in advertising, it not only gets your attention, it captures your imagination In this sense it’s like great art It invites you to pause and think about the message Target ads are quirky and creative But the nonverbal elements of the red and white colors and repetition of the Target logo make them instantly recognizable and they resonate with consumers Source: Target Brands, Inc 194 PART 4 | The Creative Process Look at the Target’s ads throughout this chapter They are unusual, so we stop to examine them more closely And as we so, the colors and the familiar logo convey exactly where we can find things we like, in an environment that is contemporary, upscale, clean, and fun The ads resonate Other ads may resonate for different reasons In some of the classic campaigns we just mentioned, it’s simply the headline that resonates—so much so that it becomes a part of our daily language Other memorable classics include California Milk Processors’s “Got Milk?” and iPhone’s “There’s an app for that.” Recall from Chapter our discussion of consumer motives Negatively originated motives, such as problem avoidance or problem removal, provide the foundation for many great ads These resonate with the audience by being highly informational Informational ads resonate because the consumer perceives that the brand offers a credible solution to a significant problem (Uber’s “Get there The day belongs to you” or Slack’s “Be less busy”) Other motives are positively originated as consumers seek pleasant experiences, intellectual stimulation, or social approval Here, ads may achieve greatness by being transformational, using positive reinforcement to offer a reward (such as Ted’s “Ideas worth spreading” or Weight Watchers’ “Success starts here”) Unfortunately, most ads, whether they’re informational or transformational, fail to resonate with the audience Why? Because they lack a “big idea” or they fall down in the execution The copy may be uninspiring, the visual may be less than attractive, or the production techniques used may be low quality From the consumer’s point of view, these ads are a waste of time, and from the client’s point of view, a waste of money In www.downloadslide.net creative strategy fact, for them the greatness of the advertising is in the “bang per buck.” Great ads give sponsors much more advertising effectiveness per dollar spent The Relevance Dimension The second dimension of great advertising is strategic relevance An ad may get you to think, but what does it get you to think about? In a column explaining why Apple’s iPad succeeded so spectacularly while Microsoft’s competing product, the Surface RT, failed, columnist Nick Bilton recently wrote, “the ads for the iPad and Surface RT are different Apple simply shows the device, making the iPad the hero Microsoft usually unveils snazzy ads that make the ads the hero, not the product.”5 The famous ad agency Leo Burnett has its own take on resonance and relevance The company puts it this way: We don’t make brands famous, we make brands popular There’s no greater goal for us than to take each of our clients’ brands and put them in a position of popularity by making them a part of the fabric of real people’s lives We create work that is inclusive and bold and appeals to the mass market We want to create work that a brand can grow into, that will appeal to more than just the immediate target audience That’s what we’re about and that’s what we always focus on.6 While the text and the visual carry the ad message, behind the creative team’s choice of tone, words, and ideas lies an advertising strategy When the ad is completed, it must be relevant to the sponsor’s strategy, or it will fail—even if it resonates with the audience In other words, it may be great entertainment, but not great advertising Great advertising always has a strategic mission to fulfill In fact, strategy is at the root of all great creative work check yourself ✓ What does it mean for advertising to resonate? What causes an ad to resonate? strategy then describes a means to achieve that objective through the development of advertising executions and media plans The creative strategy is the component of the advertising strategy that guides those who create ads A written statement that serves as the creative team’s guide for writing and producing an ad It decides the most important issues that should be considered in the development of the ad (the who, what, where, when, and why), including the objective of the advertising; a definition and description of the target audience; the key benefit to be promised; the product features that support that promise; the style, approach, or tone to be used; and generally, what the copy should communicate To be sure that everyone has the same understanding of the task at hand, account managers (or, in larger agencies, account planners) develop a brief statement summarizing the agreed-upon objectives and strategies Many individuals from both the client and agency—including representatives from creative, media, and research—should have input into this document The agency and client team should sign off on the finished document before the creative process commences This creative strategy serves as the creative team’s guide for writing and producing the advertising In some agencies this document may be referred to as a creative brief, a work plan, a copy strategy, or a copy platform Writing the Creative Strategy Regardless of the name, the creative strategy is a simple written statement of the most important issues to consider in the development of an ad or campaign It usually includes the following elements: • The basic problem advertising must address • The advertising objective • A definition of the target audience In addition to resonance, what other dimension is important for advertising greatness? LO8-3 Explain the role of the creative strategy and its principal elements FORMULATING CREATIVE STRATEGY: THE KEY TO GREAT ADVERTISING Recall from Chapter that the purpose of the advertising objective is to state what the advertiser wants to achieve with respect to consumer awareness, attitude, and preference Advertising Ads like this out-of-home execution communicate a great deal with very little copy How does Target meld a creative design and simultaneously imply great selection with this billboard? Source: Target Brands, Inc CHAPTER 8 | Creating Ads: Strategy and Process 195 www.downloadslide.net problem the advertising must solve What you want the advertising to The specific challenge that marketing communications must overcome to meet the marketing objectives advertising objective A specific communication task an advertising campaign should accomplish for a specific target audience target audience The specific group of individuals to whom the advertising message is directed • The key benefits to communicate • Support for or proof of those benefits • The brand’s personality • Any special requirements Let’s look at the creative strategy Target and its agencies developed We’ll then see how they translated that into a message strategy and a big idea and, finally, into effective ads • What is the problem the advertising must solve? Consumers may not be aware that they will save money AND enjoy shopping at Target Consumers may also be unaware of the unique products that can be found only at Target This information often comes straight from the marketing plan’s situation analysis • What is the objective of the advertising? Target wants consumers to know that it has higher-quality offerings and a more attractive shopping environment than its competitors The advertising objective is initially spelled out in the marketing plan • What is Target’s target audience? Target focuses on value-conscious shoppers, usually adults ages 25–49 with families, who seek products that are nicer than those typically found at deep-discount stores These shoppers are not poor, but they look to save money (Target reports that the median household income of its shoppers, or “guests,” as the company calls them, is $60,000) This group is Target’s primary m arket—that’s who the company sells to So Target definitely wants them to see its advertising Because Target offers both value and style, 18- to 25-year-olds are another important market While this group as a whole may not spend as much as the primary market, they act as centers of influence (or key influentials) This group is a secondary target audience for the advertising • What is Target’s key benefit? This is summarized nicely in the company’s slogan, “Expect more, pay less.” In other words, expect a nicer shopping experience and still save money The benefit statement is the heart of the creative strategy It is very important to make it as succinct and single-minded as possible Complex benefit statements can lead to creative executions that promise everything and focus on nothing • How is that benefit supported? Target’s ads rarely focus on price information, a contrast with the “hard sell” approach that Walmart favors The “expect more” part of the equation is supported with beautiful, stylish, and unexpected ad executions, as many of the featured ads in this chapter demonstrate The support statement should provide information about the product or service that will convince the target audience that the key benefit is true • What is the brand personality? Target’s brand is quality, sophistication, beauty, and value The creative team will The Creative Brief [8] Every agency has a slightly different twist on a creative brief Common topics for the brief include: • Who (the prospect) • Why (specific wants or needs the ad should appeal to) • What (are the product features that can satisfy consumer needs?) • Where and when (will the messages be transmitted?) • Style, approach, tone Leo Burnett keeps things even simpler for its largest client, P&G: • An objective statement (what are you trying to do?) • A support statement (the evidence that backs up the promised benefit) • A tone or brand character statement (emotional descriptions of the advertising strategy) Ogilvy includes these questions in the creative brief: What are the communications objectives? What should consumers differently? Why? 196 PART 4 | The Creative Process How will messages affect consumer beliefs and actions? How are our competitors advertising? How can we make our ads different? Who is the target audience and what is their shared need that the brand can fulfill? Demographics of the audience, but even more importantly, shared attitudes The brand • How does the brand address the shared need? • How should the brand experience (as defined by both planned and unplanned messages) be defined? • What is the proposition (or benefit)? • What evidence gives people a reason to believe the proposition? • What is the personality of the brand? • How can the mood or tone of the ads be matched to the personality of the brand? www.downloadslide.net benefit statement support statement brand personality special requirements creative process Describes what a product or service does to provide a benefit to the consumer Whenever possible, benefit statements should focus on an important, single-minded process Provides information about the product or service that will convince the target audience that the key benefit is true Describes a brand in terms of human characteristics A significant component in effective branding is imparting personality to a brand, reflecting its reputation, attitudes, and behavior Unique characteristics of the advertiser, brand, target audience, media, competition, budget, etc that should be considered during the creative development process The step-by-step procedure used to discover original ideas and reorganize existing concepts in new ways frequently remind themselves of this as they develop the message strategy • Are there any special requirements? Target allocates ad dollars to television ads, out-of-home magazines, and newspaper inserts It has different audience objectives for each medium But certain creative elements, such as the color red and the large “bull’s-eye” logo, tie all of the ads together It is important for the creatives to understand budget and media constraints before they begin The creative strategy identifies the benefits to be presented to consumers, but it doesn’t cover execution How the benefits will be presented is the creative team’s job focus on the product alone, rather they should help to demonstrate that the products sold at Target make life easier and better A tone or brand character statement A brief statement of either the advertising’s tone or the long-term character of the brand Tone statements are emotional descriptions of the advertising strategy Brand character statements are descriptions of the enduring values of the brand A tone statement might be phrased: The tone of Target ads should convey a spirit of optimism and energy The ads should suggest that Target understands the consumer and the challenges she faces in her The creative strategy identifies the benefits to be presented to consumers, but it doesn’t cover execution How the benefits will be presented is the creative team’s job Procter & Gamble and Leo Burnett use a simple creative strategy with only three parts: An objective statement A specific, concise description of what the advertising is supposed to accomplish or what problem it is supposed to solve The objective statement also includes the name of the brand and a brief, specific description of the target consumer For example: Advertising will convince value-conscious consumers that Target stores offer them a way to save money on their everyday purchases In addition, Target offers a vast selection of products that are practical, attractive, and fun A support statement A brief description of the evidence that backs up the product promise; the reason for the benefit For example: Support is found in two types of ads that Target regularly runs Newspaper ads, including weekly inserts, demonstrate to consumers the low prices of the products sold at Target Television ads emphasize the quality and value of the everyday products found at Target Both TV and newspaper ads should more than life They should suggest that shopping at Target is fun and that choosing Target as a retailer is a sign of both sensibility (low prices) and sophistication (better offerings) On the other hand, a brand character statement might be phrased: Target offers consumers the selection and value typical of a mass merchandiser in a setting that has the elegance and flair of a department store The delivery of the creative strategy to the creative department concludes the process of developing an advertising strategy It also marks the beginning of the next step: the creative process, in which the creative team develops a message strategy and begins the search for the big idea After writing the first ad, the copywriter should review the creative strategy to confirm that the ad is “on strategy.” If it isn’t, the team must start again Elements of Message Strategy From the information given by the account team (in the creative strategy) and any additional research it may perform, the creative team develops the message strategy This may actually CHAPTER 8 | Creating Ads: Strategy and Process 197 www.downloadslide.net The message strategy helps the creative team sell the ad or the campaign concept to the account managers and helps the managers explain and defend the creative work to the client Of course, the message strategy must fit to the creative strategy or it will probably be rejected In the development of the message strategy, certain basic questions need to be answered: How is the market segmented? How will the product be positioned? Who are the best prospects for the product? Is the target audience different from the target market? What is the key consumer benefit? What is the product’s (or company’s) current image? What is the product’s unique advantage? At this point, research data are important Research helps the creative team answer these questions and support their proposed approach check yourself ✓ What are the important parts of the creative strategy (or creative brief)? What is the message strategy? What are its important parts? The simplicity, vibrant colors, and cleverness of Target’s ads more than share a message They help to create a brand personality and give consumers a reason to shop at the store The “boom” factor in this ad is Target encouraging and celebrating inclusion Source: Target Brands, Inc occur before, during, or after the creative process of searching for the big idea The message strategy is a simple description and explanation of an ad campaign’s overall creative approach—the main idea, details about how the idea will be executed, and a rationale The message strategy has three components: • Verbal Guidelines for what the advertising should say; considerations that affect the choice of words; and the relationship of the copy approach to the medium (or media) that will carry the message • Nonverbal Overall nature of the ad’s graphics; any visuals that must be used; and the relationship of the graphics to the media in which the ad will appear • Technical Preferred execution approach and mechanical outcome, including budget and scheduling limitations (often governed by the media involved); also any mandatories— specific requirements for every ad, such as addresses, logos, and slogans The verbal elements are the starting point for many advertising campaigns However, because all these elements of the message strategy intertwine, they typically evolve simultaneously Language affects imagery, and vice versa 198 PART 4 | The Creative Process LO8-4 Show how advertising enhances creativity HOW CREATIVITY ENHANCES ADVERTISING The powerful use of imagery, copy, and even humor in Target campaigns demonstrates how creativity enhances advertising But what exactly is creativity? What is the role of creativity in advertising? And where does creativity come from? What Is Creativity? To create means to originate, to conceive a thing or idea that did not exist before Typically, though, creativity involves combining two or more previously unconnected objects or ideas into something new As Voltaire said, “Originality is nothing but judicious imitation.” Many people think creativity springs directly from human intuition But as we’ll see in this chapter, the creative process is not a chaotic, unorganized means of thinking but a disciplined process that can be learned and used to generate original ideas In the words of advertising legend Bill Bernbach, “Merely to let your imagination run riot, to dream unrelated dreams, to indulge in graphic acrobatics and verbal gymnastics is not being creative The creative person has harnessed his imagination He www.downloadslide.net message strategy has disciplined it so that every thought, every idea, every word he puts down, every line he draws, every light and shadow in every photograph he takes make more vivid, more believable, more persuasive the original theme or product advantage he has decided he must convey.”7 The Role of Creativity in Advertising Advertisers often select an agency specifically for its creative style and its reputation for coming up with original concepts While creativity is important to advertising’s basic mission of informing, persuading, and reminding, it is vital to achieving the boom factor Creativity Helps Advertising Inform Advertising’s responsibility to inform is greatly enhanced by creativity Good creative work makes advertising more vivid, a quality that many researchers believe attracts attention, maintains interest, and stimulates consumers’ thinking.8 A common technique is to use plays on words and verbal or visual metaphors, such as “Put a tiger in your tank,” “Fly the friendly skies,” or “Solutions for a smart planet.” The metaphor describes one concept in terms of another, helping the reader or viewer learn about the product.9 Other creative techniques can also improve an ad’s ability to inform For example, visual cues such as lighting, pose of the model, setting, and clothing style can instantly signal viewers nonverbally whether a fashion ad reflects a romantic adventure or a sporting event Creativity Helps Advertising Persuade The ancients created legends and myths about gods and heroes— symbols for humankind’s hopes and fears—to affect human behavior and thought To motivate people to some action or attitude, advertising copywriters have created new myths and heroes, like the Jolly Green Giant, the Geico gecko, and the Energizer Bunny A creative story or persona can establish a unique identity for the product in the collective mindset, a key factor in helping a product beat the competition.10 To be persuasive, an ad’s verbal message must be reinforced by the creative use of nonverbal message elements Artists use these elements (color, layout, and illustration, for example) to increase vividness Research suggests that in print and digital media, infographics (colorful explanatory charts, tables, and the like) can raise readers’ perception of quality.11 Artwork can also stimulate emotions Color, for example, often motivates consumers, depending on their cultural background and personal experiences.12 Creativity Helps Advertising Remind Imagine using the same invitation to ask people to try your product again and again, year after year Your invitation would become stale and tiresome Only creativity can transform your boring reminders into interesting, entertaining advertisements Nike is proof Several commercials in a Nike campaign never mentioned the company name or even spelled it on the screen The ads told stories And the only onscreen cue identifying the sponsor was the single, elongated “swoosh” logo inscribed on the final scene A Nike spokesperson said the ads weren’t risky “given the context that the Nike logo is so well known.” We are entertained daily by creative ads—for soft drinks, snacks, and cereals—whose primary mission is simply to remind us to indulge again A document that helps media planners determine how messages will be delivered to consumers It defines the target audience, the communication objectives that must be achieved, and the characteristics of the media that will be used for delivery of the messages mandatories The address, phone number, Web address, etc that the advertiser usually insists be included within an ad to give the consumer adequate information creativity Involves combining two or more previously unconnected objects or ideas into something new Creativity Puts the “Boom” in Advertising Successful comedy also has a boom factor—the punchline It’s that precise moment when the audience suddenly gets it and laughs out loud Good punchlines come from taking an everyday situation, looking at it creatively, adding a bit of exaggeration, and then The creativity shown in this ad for the Thomas O’Brien home furnishings line persuades and reminds consumers that they can expect both value and elegance from Target Source: Target Brands, Inc CHAPTER 8 | Creating Ads: Strategy and Process 199 www.downloadslide.net pull, 65 as retail advertising, 60 types classified, 62 institutional, 61-62 types of advertisers, 61 Local agencies definition, 70 functions, 71 Local city magazines, 246, 247 Local governments, regulation of advertising, 50 Localized approach to marketing, 68 Local medium, newspapers, 254 Local radio, 286 Local rate, 257 Local time, 286 Location of outdoor advertising, 320 out-of-home advertising, 316, 317 transit advertising, 323 Lodish, Leonard M., 429 Logos/Logotypes, 218, 231, 413 Coca-Cola Company, 19 in stock car racing, 407 Long, Justin, 207 Long lead time, magazines, 244 Longman, Kenneth, 428 Lorax, The, 277 Lord, Dentsu & Partners, 19 Lord, Kenneth R., 421 Lord & Thomas, 15 Lord of the Rings, 304 L’Oréal, 18, 68, 111, 173 advertising expenditures, 21, 65 Los Angeles Magazine, 246, 255 Los Angeles Times, 255, 257, 322 Louis Vuitton, 277 Love Plus, 228 Lowe, Daisy, 89 Low involvement, 139 Low production quality, newspapers, 254 Loyalty programs, 369 Lubriderm, 233 Lucerne, 110 Luckerson, Victor, 416 Lukowitz, Karlene, 422 Lutz, Richard, 420 Lynch, Brad, 415 M Machleit, Karen A., 420 MacKenzie, Scott, 420 Macy’s, Inc., 283 Madddie’s Fund, 39 Madden, Mary, 417 Madden, Thomas J., 420 Mad Dogs and Englishmen, 252–253 Mad Men, 89 Madonna, 27 Magazine advertising decline of, 19 versus digital technologies, 261–262 early, 14 pros and cons, 243, 244 rates, 251 Magazine categories content business publications, 246 consumer magazines, 246 farm, business, and industrial, 246 farm publications, 246 industrial magazines, 246 professional, 246 professional journals, 246 trade publications, 246 geographic local city magazines, 246, 247 national, 247–248 national magazines, 247 regional, 246–247 regional publications, 246–247 industrial, 246 professional, 246 size, 248 special possibilities with, 243–246 Magazine circulation circulation audit, 248 guaranteed vs delivered, 248–249 horizontal publications, 249 paid and controlled circulation, 249–250 primary readership, 249 rate base, 248 secondary readership, 249 subscription and vendor sales, 249 vertical publications, 249 Magazines advertising regulation by, 52 bleed pages, 243 buying space in cost per thousand, 250–252 discounts, 252 premium rates, 252 rate cards, 240–241 understanding circulation, 248–250 circulation changes in U.S., 243 congested with advertising, 36 cover position, 243 end of print editions, 243 gatefold, 246 inserts, 246 island halves, 243 junior unit, 243 lost advertising revenues, 243 Mahmud, Shahna, 427 Mail, for data collection, 157 Mailing house, 333–334 Mail-order catalog companies, 14 Mail-order selling, early, 15 Mail-response lists, 332 Mail surveys, costs of, 160 Makegoods, 283 Mall advertising, 327 Malloy, Tim, 415 Malto, Sean, 175 Management (account) supervisor, 74 Mandese, Joe, 417, 428 M&Ms, 277 Manet, Edouard, 315 Man-in-the-street interviews, 235 Man of Steel, 277 Manuel-Logan, Ruth, 419 Manufacturers advertising allowances, 386 company conventions, 386 co-op advertising, 386 dealer meetings, 386 losses on coupons, 387 money for co-op advertising, 62–64 push money, 386 types of distribution, 112–115 uniqueness of products, 32–33 Manufacturer’s brands, 110 Manufacturing of product, 217 Market(s) in media strategy, 350 product classification by, 108 sales potential, 350–351 in situation analysis, 170 types of business markets, 92 consumer markets, 92 target audience, 91–92 target market, 91–92 Market concentration, 101 Marketers benefits of databases, 370 of health care, 408 seeking target market, 87 use of databases, 367 Market expansion, 106 Marketing by Activia, advertising and, 8–9 components of process, 89 context of advertising consumer needs and utility, 89–90 misunderstood role of, 89–90 necessity of, 89 definition, ethical dilemma, 136 facilitating transactions, 8-9 identifying shared characteristics, 92 localized approach, 68 to make a profit, 90 of Mountain Dew, 168 objectives in product life cycle, 106–107 purpose of, 90 standardized approach, 68 understanding plan creation, 167 warfare applied to, 174 Marketing communications, 115 definition, types of messages, 180–181 Marketing communications, effect of marketing plan, 169 Marketing communications tool, 117, 365 Marketing goals of, Marketing information system, 151 Marketing mix components of, definition, 8, 105 Index | 445 www.downloadslide.net Marketing mix—(cont.) determining, 174–175 fine-tuning, 87 four Ps of, 8, 105 matching products to markets, 105 and promotion, 115 Marketing objectives versus advertising objectives, 182–183 compared to corporate objectives, 171 definition, 171 need-satisfying objective, 171 sales target objective, 171 Marketing plan bottom-up plan, 175 definition, 169 effect on IMC, 169 importance of planning, 168–169 IMC approach to, 181–182 media buyer knowledge of, 360 for media planning, 343 review of, 182 scope of, 169 top-down plan, 169–175 understanding creation of, 167 Marketing public relations, 396–397 Marketing research definition, 146 to discover needs and wants, 89 by MNCs, 68 origin of, 16 Marketing research suppliers, 83 Marketing services department, 67 Marketing sponsorship, 405 Marketing strategy defining target market, 171–172 definition, 8, 171 determining marketing mix, 174–175 positioning products, 172–173 steps, 171 Marketing tactics, 175 Marketing Warfare (Trout & Ries), 174 Market position, 216 Market segmentation aggregating approach building target market segments, 102–104 primary demand trend, 102 product utility group, 102 steps, 101 business markets identifying target market, 100 industrial classification system, 101 purchasing procedures, 101 special characteristics, 100 consumer markets behavioristic segmentation, 93–96 demographic segmentation, 96–98 geographic segmentation, 96, 98 limits of, 100 methods, 93 one-to-one marketing, 93 psychographic segmentation, 98–100 shared characteristics, 92 definition, 16 and market concentration, 101 446 | Index multiple segments, 91 steps, 91 by types of market, 91–92 Market segments aggregating building target market, 101–104 product utility groups, 102 steps, 101–102 types of markets, 91–92 Market share, 153, 186 in advertising funds allocation, 188–189 national companies, 65 search engines, 303 in situation analysis, 170 social media websites, 296 Unilever, 87 Market volume, 383 Markup, 77 Marsden, Paul, 421 Mars Inc., advertising expenditures, 21 Marston, Maureen E., 421 Martha Stewart Living Omnimedia, 398 Martin, Bob, 326 Martin, Ernest, 422 Martin, S J., 420 Martin Agency, 364–365 Martin Agency, Richmond, Va., 72 Mary Kay Cosmetics, 371 Maslow, Abraham, 130, 131 Massachusetts Institute of Technology, 337 Mass media definition, newspapers, 254 spending in China, 19–20 Mass production, 32 MasterCard, 118, 236 Matchbox, 320 Mathios, Alan D., 417 Matsa, Katerina Eva, 425 Mattel, 165 Maturity stage definition, 107 marketing objectives, 107 Mauborgne, Renée, 173 Mavens, 100 Maxeiner, James R., 416, 417 Maxwell House, 165 Maytag, 108 Maytag Repairman, 29 McCarthy, E Jerome, 105, 418, 419, 420, 421, 423 McCarthy, Michael J., 420 McCartney, Geoff, 74 McCartney, Paul, 292 McChesney, Robert W., 416 McCloud, Saul, 420 McClure, Laura A., 420, 424 McDonald, Colin, 420 McDonald’s, 27, 59, 60, 62, 69, 70, 71, 72, 73, 74, 75, 77, 79, 80, 82, 97–98, 114, 173, 177, 383, 384 ad campaign, 63, 64 advertising by, 57–58 advertising expenditures, 21 innovation, 58 and local tastes, 58 SWOT analysis, 182 McDonald’s Monopoly game, 390 McDonough, John, 415 McDuling, John, 426 McGraw-Hill, 70 McKann Erickson, 54, 118, 233 McKann Melbourne, 213–214, 215 McKenna, Regis, 422 McLuhan, Marshall, 120 McMains, Andrew, 418 McManus, John, 415 McNeil Consumer Products, 177 McNeil Products, 399 McRady, Rachel, 416 Mechanics, in media strategy, 350 Media; see also Out-of-home media addressable, advertising regulation by, 52 around the world, 69–70 categories of, 83 cost efficiency of vehicles, 355–356 criteria for selecting, 353–355 definition, 6, 59, 83 digital vs traditional, 294 foreign, 70 frequency, 242 good relationships with, 80 increasing number of options, 339 interacting with, 338–339 interactive, 7, 120, 121 international, 70 in media strategy, 350 nontraditional, 7, 339–341 reach, 242 role in marketing framework, 343 smartphones, 339 transnational advertising, 68 types of, 6–7 Media audience, 354 Media buyer complex process for, 359 definition, 369 monitoring performance, 360 selling complexity, 342–343 skills knowledge of market plan, 360 negotiating, 360 software for, 359–360 Media buying functions, 74 Media-buying service organization, 73 Media-buying services, 72 functions, 73 Media commission, 77 Media department, 339 Media Edge, 339 Media kit, 402 Media menu, 341 Media mix appropriate, 242 definition, 243 developing strategy, 349–353 direct-mail advertising in, 331–332 magazines in, 243–246 www.downloadslide.net print advertising in, 243 print vs, digital technologies, 261–262 Media objectives, 343 audience objectives, 345 developing, 356 diagram, 344 distribution objectives audience accommodation and reach, 347 audience size, 346–347 continuity, 348 exposure frequency, 347–348 message weight, 346–347 terms for planners, 345 Media options, 85 Media plan, scope of domestic markets, 350 national plan, 350 regional plan, 350 Media planners buying time and space on digital media, 302–303 buying TV and radio time, 268–269 Media planning challenges faced by audience fragmentation, 341 cost increases, 341–342 increase in media options, 339 increasing competition, 343 increasing complexity in buying and selling, 342–343 company’s share of voice, 351 complexity of decisions, 339 by computer, 358–359 decisions in, 339 defining objectives, 346–348 definition, 74, 339 functions, 74 mixed-media approach, 357 optimizing reach and frequency, 348–349 procedures, 337 purpose, 339 role of media buyers, 359–360 strategy development, 349–353 tactics, 353–359 Media planning framework, 343 Media planning tools, 298 Media research, 148 Media scheduling blinking, 358 bursting, 358 continuous schedule, 357–358 flighting, 358 pulsing, 358 roadblocking, 358 Media selection, 148–149 Media specific advertising banner ads, 308 Short Message System, 308 Media strategy, 349–363, 377 budget considerations, 351–352 buyer purchase patterns, 353 competitive strategies, 351–352 definition, 186 developing, 356 factors in markets, 350 mechanics, 350 media components, 350 methodology, 350 money, 350 factors influencing brand development index, 351 category development index, 350 sales potential, 350 scope of plan, 350 message size, length, and position, 352–353 mood of message, 352 nature of medium, 352 strategy statement, 353 Media tactics computers for selection and scheduling, 358–359 criteria for selecting vehicles audience attention, 355 audience characteristics, 354 audience motivation, 355 buyer purchase patterns, 356 cost efficiency, 355–356 exposure, 354–355 overall objectives and strategy, 353–354 scheduling methods, 357–358 stating media strategy, 357 synergy of mixed media, 357 Media time, 73 Media vehicles, 70 Megamerger, 18 Membership drives, 400 Membership organizations, 409 Memory, 124, 125 Men’s Wearhouse, 177 Mental files, 124 Mental pictures, 206 Mercedes-Benz, 89, 98 Merchandising assistance from magazines, 244 services of magazines, 250 Target vs Walmart, 192 Merger mania, 17–18 Merkle, 368 Merrill, Christina, 428 Message complex, 352 definition, 119 differences among, 352 element selection, 149 mood of, 352 nonpersonal, 120 out-of-home advertising, 316 size, length, and position, 352–353 verbal, 192–193 Message strategy, 187–198 definition, 198 elements of graphics, 198 verbal guidelines, 198 questions to be answered, 198 verbal and nonverbal elements, 213 Message weight, 346 determining, 348 Methodology in media strategy, 350 Metro Trains, 214, 234 Meyerovitz, Steven A., 418 Michelob Light, 227 Mickey Mouse watches, 110 Microrate, 304 Microsoft Corporation, 44, 106, 110, 195, 272, 276, 299, 306 Middle, The, 277 Middleman, 112 Mike & Molly, 277 Mikkelson, Barbara, 415 Miller, Annetta, 420 Miller, Cyndee, 427, 428 Miller, Jeremy, 416 Miller, Steve, 426 MillerCoors, 407, 409 Miller Lite, 208 Milliennials, 89 Mills, Elinor, 416 Millward Brown Research, 150 Milton Bradley games, 277 MindBase, 88 Mindshare, 339 Mini, 3D model of, 247 Minorities, stereotypes of, 37 Minority Report, 327 Minute Maid Company, 410 Mitchell, Paul C N., 418 Mitsubishi, 349 Mixed-media approach, 357 MMB, Boston, 72 Mnemonic device, 236 Mobile advertising banner ads, 297 short message service, 297 via iPhone, 296 Mobile billboards, 326, 327 Mobile marketing, 373 Mobile Marketing Association, 297, 308 Mobil Oil, 404 Mock magazines, 158 Modern Family, 275, 277 Moffitt, Scott, 168 Mohantya, Praggyam, 424 Molpus, C Manly, 419 Monaghan, Tom, 175 Monday Night Football, 275 Mondrian grid layout example, 220 Money, in media strategy, 350 Monnios, Kristina, 422 Monopoly, Monster.com, 80, 256 Monster Energy, 408 Montadent, 174 Montage layout, 221 Montera, 349 Montgomery Ward, 14, 19 Moore, David, 315 Moore, Stephanie, 429 Moriarty, Sandra E., 422, 423, 429, 430 Morrison, Deborah, 200, 202, 423 Morrison, Maureen, 418 Morsello, Joe, 62, 417 Index | 447 www.downloadslide.net Mosaic, 97 Moss, Kate, 27 Motivation definition, 130 hierarchy of needs, 130–131 informational, 131 from needs and wants, 130 negatively originated, 131 positively originated, 131–132 transformational, 131–132 Motivation research, 130, 154; see also Quantitative research Motivation value, 354 of ads, 355 Motives negatively originated, 194 positively originated, 194 Motrin, 151 Mountain Dew, 169–175, 408, 409 advertising campaign, 167 marketing plan, 182, 184, 188 origin of, 167 relationship marketing, 178 repositioning, 168 Movement in design, 226 Moxie, 10 Mr Clean, 29 MSNBC, 267 MTV, 70 MTV.com, 308 Multilevel marketing, 112, 371 Multi-Media Engagement Study, 152 Multinational companies definition, 68 foreign vs domestic sales, 68 global marketers, 68 marketing approaches, 68 marketing research by, 68 Multiple choice questionnaire, 163 Musical commercial, 236 Mustafe, Isaiah, 88 MWWPR, 397 Myers, Anne, 351 N N W Ayer & Sons, 13, 14 Nabisco, 410 Nabisco Snack Wells, 130 NAIC code, 299 Naples, Michael, 349 Narrative copy, 229 Narrowcasting, 21 NASCAR, 407 National advertisers compared to local advertisers, 65 definition, 64 examples, 64 large companies centralized, 66–67 decentralized, 67 responsibilities, 66 National Advertising Division of Council of Better Business Bureaus, 51 448 | Index National Advertising Review Board, 51–52 National Advertising Review Council, 51 National agencies definition, 71 functions, 71 National Association of Broadcasters, 177 TV code, 52 National Association of Credit Card Holders, 136 National Association of Letter Carriers, 409 National Biscuit Company, 15 National brands, 110 National Cherry Festival, 409 National Do Not Call Registry, National Enquirer, 254 National Football League, 274 and Snapchat, 307 National Geographic, 328 National magazines, 247–248 National newspapers, 255 National plan, 350 National rate, 257 National Research Council, 49 National Society for the Prevention of Cruelty to Children (UK), 366 National Stuttering Project, 53 Nation’s Restaurant News, 249 Nature, 247 NBC network, 177, 267, 274, 275, 277, 292, 294 NBC radio, 284 Neal, Mollie, 428 Needs, 90 of customers, 89–90 defined by learning, 129 definition, 130 Need-satisfying objectives, 171 transit advertising, 323 Need states, 96 Neff, Jack, 418, 427 Negative attitudes, direct-mail advertising, 331 Negatively originated motives, 131, 194 Negotiations, by media buyer, 360 Neil Cooper LLC, 52 Nelson, Roy Paul, 218, 424 Nestlé, 181, 339 advertising expenditures, 21 Netflix Corporation, 20, 85, 267, 272, 278, 298, 302, 339, 398, 399 experience with public relations, 393–395 origin and growth of, 393–394 Network advertising, 274 Network Advertising Initiative, 43 Networking, 80 Network marketing, 371 definition, 112 Network radio, 286 Networks, 273 distributed vs centralized, 293–294 New Girl, 277 New products advertising of, 32 consumer view on newness, 108 in product life cycle, 106–107 test market, 157 News/information headlines, 225 Newspaper advertising buying bulk discount, 259 color advertising, 259 combination rates, 259 contract rates, 259 co-ops and networks, 260 in developing readership and evaluation, 256–257 earned rates, 259 flat rate, 257 frequency discounts, 259 full position, 259 local vs national rates, 257 one-order, one-bill system, 260 open rate, 257 preferred position rate, 259 rate cards, 257 run-of-paper rates, 259 short rate, 259 split runs, 260 classified ads, 255–256 compared to digital advertising, 253 decline of, 19 versus digital technologies, 261–262 display cooperative, 255 reading notices, 255 early, 14 impact of social media, 21 insert orders, 261 preprinted inserts, 256 pros and con, 253, 254 public notices, 256 removable stickers, 256 tearsheets, 261 understanding of, 256–261 Newspaper Advertising Bureau, 260 Newspaper Association of America, 253, 260 Newspaper categories daily newspapers, 252, 253 frequency of delivery, 254 independent shopping guides, 255 national newspapers, 255 by physical size standard advertising unit, 254 standard size, 253 tabloids, 253–254 Sunday newspapers, 254–255 types of audience business and financial, 254 ethnic market, 254 fraternal, labor unions, 254 professional organizations, 254 religious groups, 254 Newspaper Co-op Network, 260 Newspapers advertising regulation by, 52 congested with advertising, 36 decline of, 85, 241–242 loss of advertising, 241–242 in media mix, 252–256 www.downloadslide.net number of, in U.S., 253 online, 242 pulling power, 260 users of, 253 Newspaper Society, London, 227 News releases, 402 Newsweek, 243 Newsweek Inc., 252 New York, 246 New York Daily News, 254 New Yorker, 52 New York subways, advertising in, 325 New York Times, 242, 255, 262, 342 Nicholls, J A F., 417 Nielsen, A C., 16 Nielsen Media Research, 144, 148, 152, 159, 270, 278, 279, 346, 354 Nielsen Online, 299 Nielsen’s Buzzmetrics, 296 Nielsen TV Index, 278, 279 Niestat, Casey, 89 Nike, Inc., 27, 28, 29, 53, 110, 134, 193, 224, 292–293, 324, 353, 408 sponsorship expenditures, 407 Nikken, 371 Nintendo Wii, 298 Nissan Motors, `159, 413 Noise, 120 Nokia, 110 Nondurable goods, 108 Nongovernmental groups, regulation of advertising, 50–53 Nonpersonal channels, 120 Nonpersonal influences, 122 Nonprobability samples, 162 Nonprofit organizations advertising by, fundraising by, 400 and local advertisers, 61 Nontraditional media, 7, 339–441 Nordstrom, 177, 181, 376 Norris, Chuck, 373 North American Industry Classification System definition, 100 description and use, 101 Norway, restrictions on advertising to children, 43 Novak, Glen, 422 Novartis, 47 Nudd, Tim, 418 Nutrition Labeling and Education Act of 1980, 48–49, 380 O Oakley, 28 Obama, Barack, 342 Obama, Michelle, 79 O’Barr, William, 415 Obesity epidemic, 79 Objectives of advertising research, 153–154 Objective/task method, 188, 189 Observational research, 153 O’Connell, Vanessa, 420 Offensive advertising, 37–38 Offensive marketing, 176 Offensive warfare, 174 Off-network syndication, 275–276 Ogilvy, David, 13, 16, 172, 209–210, 225, 235, 423, 424 on corporate advertising, 412 Ogilvy & Mather, 71, 72, 172 Ogilvy & Mather Mexico, 320 OgilvyOne Worldwide, 368 Oil Doctor, 326 Olasksi, Steve, 423 Olay, 91 Old Spice, 91, 200, 309 advertising campaign, 87–89 Oleksinski, Johnny, 422 Olsen, Jerry C., 420 Olsen, Mary Kate, 27 Olympic Games, 270, 407 Olympic Games of 2012, 408 Omaha Steaks, 329 Omega watches, 277 100 showing, 325 Omnicom, 83 Omni Hotels, 256 1-800 Flowers, 324 100 showing, 319 100 gross rating points daily, 319 O’Neill, Finbart, 265 One-order, one-bill system, 260 One to One Future (Peppers & Rogers), 93 to marketing, 93 Online advertising expenditures, 13 Online catalogs, 331 OnlineMatters, 295 Online newspapers, 242 Online newsroom, 400–401 Online services, 112 Online surveys, costs of, 160 Ono, Yumiko, 420, 427 On-pack premiums, 388 On-sale date, 250 Open-ended questionnaire, 163 Open rate, 259 Opinion leaders, 134 Opinion Research Corporation, 412 Opinion sampling, 397 definition, 396 Opportunity to see, 346 Optical center, 226 Order-of-merit tests, 158 O’Reilly Autoparts, 283 Oren, Haim, 419 Oreo, 296 Organizational chart advertising agencies, 76 local advertisers, 61 Ortman, Jennifer M., 421 Osborne, Jim, 429 Oscar Mayer, 177 O’Toole, John, 29, 203, 230, 423 Outdoor advertising buying location strategy, 320 measuring reach and frequency, 319–320 100 showing or less, 319 technology, 320–321 variety of uses, 319 ethics in, 323 rates for selected cities, 321 regulation of, 320–321 spillover, 322 Outdoor Advertising Association of America, 319, 322 Outdoor campaign, 313–315 Out-of-home advertising; see also Outdoor advertising Arbitron study of, 315–316 biggest users of, 317 eight-sheet posters, 318 as first advertising medium, 315 pros and cons, 316 slow growth of, 315 spectaculars, 318 standardization, 316–317 types of billboards, 317 bulletin structures, 317 poster panels, 317–318 variety of uses, 316 Out-of-home media ATMs, 326–327 augmented reality, 328 buying, 319–323 cinema advertising, 326 definition, 319 digital signs, 327 direct mail, 328–334 guerrilla marketing, 328 mall advertising, 327 mobile billboards, 327 promotional products, 334 transit advertising, 323–326 Outside posters, 324–325 Overlapping circulation, 254 Overlines, 227 Overstock.com, 301 Oxfeld, Jesse, 421 Oxford Health Plans, 408 P Packaged goods, 108 Package manufacture, 381 Packaging, 111, 217 as advertising, 380 concept, 380 definition and characteristics, 380 design, 380 design considerations, 111 environmental issues, 379 expectations and concerns by stakeholders, 381 expenditures on, 380 government impact on, 379–381 and production, 380 production process, 381 reasons for changing, 381–382 Index | 449 www.downloadslide.net Packaging Digest, 250 Page, Larry, 291–292, 295, 304–305 PageRank, 291–292, 304, 343 Paid circulation, 249 Paired comparison test, 158 Palmer, Volney B., 13, 14 Palmer Jarvix DDB, 351 Palm Springs Life, 246 Panasonic Canada, 351–352 Pandora, 85, 285 Papa John’s Pizza, 34–35, 177, 235 Paper, invention of, 12 Parade magazine, 255 Parker, Clifton B., 421 Parker, Richard A., 421 Parker Premier fountain pen, 204 Parody, 205 Participation basis, 274 Partnerships, expenditures on, 405 Pashupati, Kartik, 416 Pass-along rate, 346 Pass-along readership, 249 Patent and Trademark Office, regulation of advertising, 49–50 Patents, 49 Patterson, Jim, 418 Paul Mitchell, 113 Pay Pal, 319 Pay-per-click, 305 PayPerPort, 342 PBC, 274 PC World, 243 Peers, 134 Pemberton, John, 10 Penaloza, Lisa, 421 Pennysavers, 255 Penton, 249 People, 252 People meter, 279 Peppers, Don, 93 Pepsi, 177 PepsiCo, 10, 27, 168, 173, 278, 408, 409 acquisition of Mountain Dew, 167 sponsorship expenditures, 407 Pepsodent, 95 Percentage of profit, 189 Percentage of sales method, 188, 189 Perceptible differences, 109 Perception, 122 cognition, 124 definition, 123 memory, 125 mental files, 124–125 perceptual screens, 124 physiological screens, 124 self-concept, 124 stimulus, 124 Perceptual meaning studies, 158 Perceptual screens, 124 Percy, 131 Perdue chickens, 210 Perez, Juan Carlos, 301 Perfect competition, Performance monitoring, by media buyer, 360 Performance of product, 217 450 | Index Peripheral route to persuasion, 127–128 Permanence of magazines, 243 Perreault, William D., Jr., 418, 419, 420, 421, 423 Personal channels, 120 Personal chemistry, 80 Personal impact, direct-mail advertising, 331 Personal interviews, for data collection, 157 Personal processes, 122 Personal selling, 115 advantages, 375 definition, 374 drawbacks, 375 objectives, 374 plans book, 377 for relationship building, 374 role in integrated marketing communications building relationships, 378 fulfilling orders, 376–377 gathering information, 376 providing information, 376 types of, 371, 374–375 Person of Interest, 277 Person-to-person sales, 371 Persuasion, 122 definition, 127 occurrence of, 126 theories of central route, 126 elaboration likelihood model, 126 peripheral route, 127–128 PETA, 119 Peter, J Paul, 420 Peterson, Robert, 371 Peterson, Robert A., 428 Pets.com, 117 Petty, R E., 420 Pew Research, 43, 242 Pfizer, 276 Phelps, Joseph, 422 Phelps, Matthew, 427 Phelps, Michael, 27 Philanthropy, 405 Philip Morris, 413 Photographers, 222 Photography, introduction of, 14 Photos, for public relations, 403 Physical characteristics of product, 217 Physical description, product classification by, 108 Physiological screens, 124 Physiological testing, 158 Picture-caption copy, 229 Picture frame layout, 220 Picture window layout, 218 Pierce, Lisa McTigue, 429 Pinterest, 67, 85, 272, 298 market share, 296 Pitney Bowes, 369 Pitt, Brad, 27, 235 Pizza Hut, 35, 177, 326 Place, 8, 122; see also Distribution definition, 112 Plagiarism, 227 Planned message, 180 Planned messages, 181 Planning essential for organizations, 168–169 out-of-home advertising, 316 in public relations, 397 for trade shows, 379 Planograms, 384 Plans book, information for, 377 Plant operations, 316–317 Plants, 316 Point-of-purchase materials, 387 Poitevent, Evie, 62 Polished presentation, 209 Pollitt, Stanley, 144 Pollock, Judann, 415 Poltrack, David F., 419 Polybagging, 389 Population Hispanics, 97 of world in mid-1800s, 14 of world in 1700s, 14 Porsche, 94, 110, 277 Portable music devices, 285 Portals, 295 Portfolio tests, 158 Position, 107 Positioning definition, 17 discerned from advertising, 173 goal of, 107–108 means of, 108 mistakes, 172 strategy for by category, 173 cultural symbol, 173 price and quality, 173 product attributes, 173 product competitor, 173 product user, 173 use/application, 173 Positioning era, 17 Position-style format, 218 Positively originated motives, 131–132, 194 Postcards, 330 Poster panels, 317–318 Posters for public relations, 404 Poster-style layout example, 219 Postindustrial age, 17 Post-it notes, 175 Postpurchase behavior, 122 Postpurchase evaluation, 123, 137 Posttesting, 147 definition, 150 Posttesting methods aided recall tests, 159 attitude tests, 159 challenge of, 159 inquiry tests, 159 sales tests, 159 unaided recall tests, 159 Poulos, Nicholas, 428 Power Activator batteries, 351–352 PQ Media, 277 Prairie Farmer, 246 www.downloadslide.net Preemption rate, 283 Prefrerred position rates, 259 Preindustrial age, 12 Premium rates, 252 Premiums consumer promotions, 388–389 trade promotions, 334 Preprinted inserts, 256 Presale activities, 176 Presentation, speculative, 80 Presenter commercial, 235 Press agentry, 398, 399 Press kit, 402 Press releases, 402 Prestige broadcast TV advertising, 270 magazines, 244 Preston, Ivan, 416 Pretesting, 147 definition, 150 Pretesting methods for broadcasting advertising, 158 central location tests, 158–159 challenge of, 159 clutter tests, 159 direct questions, 158 physiological testing, 158 for print ads`, 158 for print advertising, 158 purpose, 158 Prevention, 152 Price(s) effect of advertising on, 32 key factors influencing, 111 and positioning, 173 Price element and advertising, 111 definition, 111 Priceline.com, 367 Pricing, Pricing methods/policies digital advertising, 302–303 in situation analysis, 170 Primary circulation, 249 Primary data definition, 152 from international markets, 165 Primary demand, 32 definition, 106 Primary demand trend, 102 Primary motivation definition, 98 in VALS system, 99 Primary research definition, 154 methods for testing by, 158–160 qualitative research, 154–155 quantitative research, 156–157 Prime time, 280 Print ads, 75–76 Print advertising art director’s guide, 219–221 designing, 215 enhancing media mix, 241 ethics of, 227 key format elements, 224 pretesting methods, 158 principles of design, 218 producing copy body copy, 228–230 deals, logos, and signatures, 231 slogans, 230–231 subheads, 227 types of headlines, 225–227 value of headlines, 224–225 producing copy for, 224–231 psychological element, 215 unique elements, 242–243 use of visuals purpose, 222 selection of, 222–223 using layouts, 215–218 approval, 217–218 comprehensive layout, 217 creative approval process, 215–216 dummy, 217 rough layout, 216 thumbnail sketches, 216 Printed displays, 317 Printed materials, for public relations, 403 Printers definition, 83 functions, 82 Printer’s Ink, 50 Printing press, invention of, 12 Print media planning and evaluating, 260–261 unique elements, 242–243 Privacy rights, 43–44 definition, 42 Private-labeling strategy, 110 Private labels, 110 Proactive relationship, 177 Probability samples, 162 Problem definition, 151 Problem recognition, 122 Problems advertising must solve, 196 Problem solution format, 236 Pro bono work, 39, 80 Process, Procter & Gamble, 17, 49, 64, 81, 91, 96, 97, 113, 135, 159, 164, 173, 174, 270, 276, 296 advertising expenditures, 21, 65 brands, 68, 110 creative strategy, 197 transnational advertising, 68 versus Unilever, 87–89 Product(s) advertising and value of, 31–32 aging of, 18 celebrity endorsements, 27 complete information on, definition, factors for creatives, 216–217 integrated, 179 matched to markets, 105 positioning era, 17 responses to, 139–140 selection of, in North America, 33 in situation analysis, 170 uniqueness of, 32–33 usage rate variations, 95 Product advertising definition, 60 purpose, 61 Product attributes, 172 Product claims, factually false, 34 Product class, 173 Product classification, 107–108 Product concept, 148 definition, 105 Product development, Product differentiation, 108–109 definition, 16 Product element, 106 Product features, me-too era, 17 Product image, 31, 216 Production cost, broadcast TV advertising, 271 Production department, 75 Production houses, 83 Product life cycle, 216 definition, 106, 175 marketing objectives, 106–107 stages of, 106–107 Product message, 180–181 Product news, 225 Product packaging; see Packaging Product placement, films, 277 gas stations, 277–278 television, 276–277 value of, 277 Product positioning; see Positioning Product utility, 89–90 Product utility, groups interested in, 102 Professional advertising, 92 Professional Grocer, 246 Professional journals, 246 Professional research, costs of, 160 Professional sports, and venue marketing, 410 Profit goal of marketing, 8, 90 relation of advertising to, 186 Profit margin, general consumer agencies, 72 Program-length ads, 276 Programmatic advertising, 261, 307 Programming formats, 284 Program rating, 281 Progressive Casualty Insurance, 302 Progressive Farmer, 246 Progressive Grocer, 92 Progressive Insurance, 119, 180, 235 Projective techniques definition, 155 uses, 154–155 Proliferation of advertising, 36–37 Promethean Partners, 326 Promotion, and advertising services, 115 benefits to marketers, 115 creating brand awareness, 115 marketing communication tools, 115 in situation analysis, 170 of trade shows, 379 Index | 451 www.downloadslide.net Promotional products advertising specialties, 334 for improving perception of a business, 334 premiums, 334 wearables, 334 Proof copy, 261 Proportion in design, 226 Proprietary information, 216 Protocols, 293 Provocative headlines, 225–227 Proximity, 368 Psychographic characteristics, 92 Psychographics, 98 Psychographic segmentation to define target market, 98–100 definition, 98 primary motivation, 99 purpose, 98 resources, 99 social epidemics, 99 typical breakdowns, 93 using BehaviorGraphics, 99 using MindBase, 99 using VALS system, 98–99, 100 using ValueScope, 99 Psychological pricing, 111 Psychological processes in consumer behavior defining needs and wants, 129 habits and brand loyalty, 128–129 learning, 125–126 motivation, 130–131 perception, 123–125 persuasion, 126–128 Public affairs, 399–400 Publications, for public relations, 400–401 Publicis, 83 Publicity, 398, 399 Public notices, 256 Public opinion, 397 Lincoln on, 412 Public relations, 115 company image and, 395 confusion over meaning of, 395 contrasted with advertising, 396 definition, 395 in eyes of practitioners, 396–397 goals, 395–396 marketing public relations, 396–397 Netflix experience with, 393–395 planning and research for, 397 policy decisions, 395 primary role of, 395 stakeholders, 395 Public relations advertising, 411 Public relations agencies, largest in U.S., 397 Public relations job community involvement, 399 corporate blogs, 401 crisis management, 398–399 fundraising, 400 lobbying, 400 membership drives, 400 opinion sampling, 397 press agentry, 398 public affairs, 399–400 452 | Index publications, 400–401 publicity, 398 reputation management, 397–399 social media use, 397, 401 special-events management, 401 speechwriting, 400 Public relations tools; see also Sponsorship audiovisual materials, 404 bulletin boards, 404 exhibits, 404 e-zine, 403 feature articles, 403 house organ, 403 news releases, 402 photos, 403 posters, 404 press kit, 402 press release, 402 printed materials, 403 Publics definition, 395 and reputation management, 398 Public service announcements definition, failure of, 213–214 Publishers Clearing House, 257 Puffery definition, 34 judging, 34 nature of, 34 Pulling power, 260 Pull strategy, 384 in introductory stage, 106 Pulsing, 358 Pupilometric device, 158 Purchase, 122 Purchase cycles, 353, 356 Purchase decision, 137 Purchase occasion, 95 Purchase-occasion variables, 95–96 Purchasing habits, product classification by, 108 Pure Food and Drug Act of 1906, 22 Push money, 386 Push strategy, 384, 386 in introductory stage, 106 Puzder, Andrew, 93 Pytka, Joe, 75 Q Qatar Foundation, 403 QR bar codes, 373 Qualitative research, 153 compared to quantitative research, 154 definition, 154 methods ethnographic research, 155 intensive techniques, 155 projective techniques, 145–155 purpose, 154 Quality cable TV advertising, 275 and positioning, 173 Quantitative mathematical models, 189 Quantitative research, 153 compared to qualitative research, 154 definition, 154 experimental method, 157 observation method, 156–157 surveys, 157 Question headline, 226 Question headlines, 227 Questionnaires design of, 162–163 developing, 164 types of, 163 Questions attributes of, 163 phrasing, 163 Quicken Loans, 410 Qwikster, 394 R R J Reynolds, 42 Race for the Cure, 405 Radio advertising regulation by, 52 AM and FM stations, 284 congested with advertising, 36 for IMC, 284 intrusive medium, 309 most popular formats, 285 portable devices, 285 programming formats, 284 satellite, 285 users of, 283 Radio advertising buying, 269 buying time for average quarter hour audience, 287 average quarter hour rating, 287 average quarter hour share, 287–288 cume persons, 288 cume rating, 288 dayparts, 286–287 drive time, 286–287 gross impressions, 288 gross rating points, 288 reach potential, 288 run-of-station basis, 287 total audience plan rate, 287 concept development, 234 early, 15 effective, 232 FCC regulation, 49 formats, 234–236 local time, 286 networks, 286 pros and cons, 287 spot radio, 286 writing copy for, 232 Radio audience, 284 Radio personality, 235 Radio programming, 284 www.downloadslide.net Radio Shack, 28 Radio terminology; see Radio advertising Rahe, Patrick, 415 Rainey, Lee, 417 Ralph’s Supermarket, 130 Rand, Hannah, 423 Randazzo Sal, 423 Random samples, 162 Range of services, 71–73 Raphel, Murray, 424 Raphel, Neil, 424 Rapp, 368 Ratchford, Brian T., 421 Rate base, 248 Rate cards magazines, 250–252 newspapers, 257 Rating, 346 Rating point, 282 Rating services Arbitron, 148, 315–316, 326 definition, 278 Nielsen Media Research, 278 outdoor advertising, 319–320 people meter, 279 Simmons National Consumer Studies, 278–279 sweeps month, 278 Ratneshwarb, S., 424 Ray, Rachael, 395 Ray-Ban, 277, 352 Rea, Luis M., 421 Reach, 242, 288 cable TV advertising, 275 definition, 347 effective, 348–349 out-of-home advertising, 316 potential for radio, 288 radio advertising, 287 relation to frequency and continuity, 348 Reactive relationship, 177 Reader loyalty, magazines, 244 Reader’s Digest, 52 geographic editions, 247 Readers per copy, 346 Reading notice, 255 ReadWriteWeb, 342 Rebates, 388 Recall tests, 159 Receiver, 120 Recession in 1970s, 18 Recession of 2001, 19 Recession of 2008–2009, 13 Recruitment advertising, 412, 413 Red Cross, 23 reddit, 272 Reece’s Pieces, 277 Reengineering, 18 Reeves, Rosser, 16 Reference groups, 134 Referrals, 80 Refunds, 388 Regional advertisers, 64 Regional advertising, 64 Regional agencies definition, 70 functions, 71 Regional plan, 350 Regional publications, 246–247 Regulated industries, 32 Regulation of advertising by states, 50 of outdoor advertising Highway Beautification Act, 321–322 by states, 322–323 of packaging, 380–381 REI, 124 Reilly, Patrick M., 424 Relationship building, 378 Relationship management, 307 Relationship marketing, 22 definition, 175 importance of IMC, 365–366 importance of relationships cost of acquiring customers, 176 lifetime customer value, 176 and presale activities, 176 value of loyal customers, 176 levels of relationship accountable, 177 partnership, 177 proactive, 177 reactive, 177 transitional, 176 market-driven marketing, 176 new breed of media planners, 343 number of stakeholders, 177 and profit margin, 178 versus transactional marketing, 175 and value, 176 Relevance dimension, 196 Reliability, 161 Repertoire users, 94 Repetitive value, transit advertising, 323 Repositioning, 167 Reputation management community involvement, 399 crisis management, 398–399 definition, 396, 397 press agentry, 398 publicity, 398 Research for advertising decision making, 146–147 categories in advertising development, 146–147 costs of, 160 functions, 74 needed for marketing and advertising, 145–151 in public relations, 397 role in advertising, 143 steps in process of, 151–161 types of, 153 types of data, 152 Research companies, 83 Research organizations, 152 Research suppliers, 83 Resellers definition, 112 types of, 112 Resnick, Marc, 419 Resonance dimension, 194–195 Resources definition, 98 local vs national advertisers, 65 in VALS system, 99 Response, direct-mail advertising, 331 Retail advertising, 60; see also Local advertisers Retail cooperatives, 114 Retailers, co-op advertising, 64 Retailing, prices in, 32 Retention program, 369 Return of the King video game, 304 Return on investment, 143, 144 Revenue generation by apps, 339 Revenues, Google Inc., 292 Reverse, 204 Revlon, 171 Revolution, 277 Revson, Charles, 171 Reynolds, 277 R/GA, 73 Richards, Katie, 418 Richards, Leigh, 420 Ries, Al, 13, 17, 18, 174, 386–397, 422, 429 Ries, Laura, 386–397, 429 Riggs, Larry, 428 RIM, 413 Riordan, Michael H., 416 Risky behavior, 213–214 Risky Business, 277 Ritzmann, Florian, 415 Roadblocking, 358 Robers, John, Jr., 49 Robinson, Frank, 10 Robinson-Patman Act, 385 Rodriguez, Paul, 171 Roethlesberger, Ben, 28 Rogers, Martha, 93, 416 Rogers, Stuart E., 416 Rolex, 111, 180 Rolls-Royce, 225 Ronald McDonald, 79, 328 Ronald McDonald House Charities, 74 Room 365, 192 Roper Starch Worldwide, 406 Rosenberg, Zach, 418 Rosenthal, Tom, 424 Roslow, Sydney, 417 Rossiter, 131 Rough layout, 216 Rousey, Rhonda, 98 Royal Caribbean Cruises, 204 RPA, Los Angeles, 72 RSCG, 18 Rubio, Ralph, 59–60, 62 Rubio’s Baja Grill, 60 Rubio’s Fresh Mexican Grill, 60 Ruder Finn, 397 Run-of-paper rates, 259 Run-of-schedule positioning, 273 Run-of-station, 287 Ryder, Martin, 420 Rykens, Rein, 417 Index | 453 www.downloadslide.net S Saatchi, Charles, 17 Saatchi, Maurice, 17 Saatchi & Saatchi, 17, 81 Sabena, Pat, 419 Sachoff, Mike, 416 Safeway, 110 Sakalosky, Mark, 416 Salcedo, Sandra, 97 Sale advertising, 60 Sale history, in situation analysis, 170 Sales produced by ads, 144 relation of advertising to, 186 Sales experiment, 158 Sales letters, 330 Salesmen, 100 Sales potential brand development index, 350–351 category development index, 351 Sales promotion, 115 confusion over term, 382 consumer promotions cents-off promotions, 388 combination offers, 389 contests, 389–390 convenience cards, 388 coupons, 387 electronic coupons, 388 games, 390 point-of-purchase materials, 387 premiums, 388–389 rebates, 388 refunds, 388 sampling, 389 sweepstakes, 390 definition, 19, 382 drawbacks, 383–384 elements of, 382 guidelines for effectiveness, 383 role in IMC negative effect on brand value, 383–384 positive effect on brand volume, 382–383 and Snapple, 382 strategies and tactics pull strategy, 384 pushing brands, 384–386 push strategy, 384 trade promotions advertising allowances, 386 buyback allowances, 385–386 company conventions, 386 co-op advertising, 386 dealer meetings, 386 dealer premiums, contests, and push money, 386 display allowances, 385 slotting allowances, 385 trade deals, 385 as value-added tool, 383 Sales promotion agencies, 73 Sales promotion department, 76 definition, 77 454 | Index Sales reps, 82 Sales target objectives, 171 Sales tests, 159 Salvation Army, 328 Samples, 161 Sampling, 389 Sampling methods, 161–162 nonprobability samples, 162 population/universe, 162 probability samples, 162 size of samples, 162 Samsung Galaxy, 109 Sanders, Bernie, 21 San Diego Magazine, 246 San Francisco 49ers, 409 SapientNitro, 73 Sara Lee Corporation, 173, 413 SAS, 164 Satellite radio, 285 Satellite TV, 268 Satisfaction, 90 Savvy psychology, 209 Scale questionnaire, 163 Scarborough Research Corporation, 256 Schering Canada, 150 Schlossberg, Howard, 417 Schlosser, Eric, 419 Schlotthofer, Peter, 417 Schmidt, Eric, 292 Schnatter, John, 235 School Properties Inc., 136 Schori, Thomas R., 421 Schrage, Michael, 419 Schroer, James C., 423 Schultz, Don, 178 Schultz, Don E., 422, 423 Schumann, D., 420 Schwartz, Anne M., 416 Schweitzer, John C., 425 Science Channel, 342 Scientific Advertising, 15 Scientific American, 70 Script, 232 Seals, 231 Search advertising algorithm, 304–305 revenues, 304 Search engine, 152, 295, 304 Search engines, 152 Search-results page, 304 Sears, 60, 64, 110, 191, 331 Sears Roebuck, 14 Seattle Seahawks, 143 Sea World, 225 Sebastian, Michael, 425 Sebelius, Kathleen, 79 Secondary circulation, 249 Secondary data definition, 152 drawback, 152 external, 152 internal, 152 Secondary research assembling external data, 152 assembling internal data, 151 conducting, 153 definition, 152 types of data, 152 Security of digital media, 309 Segmented audience, radio, 287 Seiden, Hank, 423 Selective attention, newspapers, 254 Selective demand, 32 definition, 107 Selective distribution, 113 Selectivity broadcast TV advertising, 270, 271 cable TV, 275 direct-mail advertising, 331 radio advertising, 287 transit advertising, 323 Self-concept, 124 Self-interest, 9, 33 of advertisers, 71 Self-liquidating premiums, 389 Self-mailers, 330 Self-regulation, 53 Sellers, many, in free economy, Selling power, magazines, 243 Semiotics, 119 Semisole users, 94 Senn, Fred, 84, 419 Service message, 181 Services, 108 definition, Settle, Robert E., 421 7-Eleven, 327 Seventeen, 244 7-Up, 204–205 Sex appeal, 208 Shaffer, Robert, 428 Shain, Harold, 252 Shakara, 3, 4, Shaklee, 371 Shallow geographic coverage, magazines, 244 Sharapova, Maria, 27 Shared characteristics, 92 Share-of-market/share-of-voice method, 189 Share of voice, 351, 364 “Share Our Billboard” campaign, 313–315 Sharma, Amol, 429 Sheehan, Kim Bartel, 428 Sheen, Charlie, 27 Shelf space, competition for, 385 Shermach, Kelly, 429 Shoppers, 255 Shopping goods, 108 Short life span, newspapers, 254 Short-lived commercials, radio, 287 Short message service, 297 Short Message System, 308 Short rate, 259 Showing, transit advertising, 325 Showtime, 267 Showtime Rotisserie, 276 Signatures, 218, 231, 413 Siméus Foods International, 100 Simmons Market Research Review, 354 Simmons National Consumer Studies, 278–279 www.downloadslide.net Simplicity in design, 226 Simpson, O J., 27 Simpsons, 281 Sirius Radio, 285 Sirius XM Radio, 52, 285 Sirvaitis, Rick, 327 Situation analysis, 151, 377 definition, 169 developing, 170 and SWOT analysis, 169–170 Skuddle, 183 Slack, 194 Slice of life format, 236 Slippage, 388 Sloan, Pat, 421 Slogans, 230––231 Slotting allowances, 385 Sly, David F., 420, 424 Small companies, bottom-up marketing, 175 Smartphones and advertisers, 337–338 apps on, 339 and consumers, 337 for mobile marketing, 296–297 Smart Plate, 327 Smith, Craig, 426 Smith, Geoff, 421 Smith, Kirk H., 416 Smith, Natasha D., 418 Smith, Reed, 44 SMUD, 403 Snapchat, 7, 21, 22, 293, 296, 308 Snapple, 373 Snapple Diet Iced Tea, 283 Snapple Mango Madness, 382–383 Snapple Natural Beverages, 235, 283 Snickers, 128 Social classes, 132–133 Social costs, 10 Social dominance, broadcast TV advertising, 270 Social epidemics, 100 Social media and advertising, advertising on, 168 effect on communication, 296 and ethics, 301 impact on TV, 271–272 nature of, 295–296 for opinion sampling, 397 pervasive use of, 21 as public relations tool, 401 Social responsibility, 39 Societal influences opinion leaders, 134 reference groups, 134 social classes, 132–133 Society, 122 Soft goods, 108 Sole users, 94 Soliciting, 80 Solve the problem, 209–210 Sony Corporation, 406, 408 Sony PlayStation, 298 Sorrell vs IMS Inc., 41 Sound effects, 232 Sound limitations, radio, 287 Source, 119 Soutar, Geoffrey N., 421 Southern California Honda Dealers, 64 Southern Living, 246 Southwest Airlines, 172 Soviet Union collapse, 17 Spam, 297 definition, 307 Special-events management, 401 Special inside buys, 325 Special Olympics, 403 Special outside buys, 325 Special requirements, 197 Specialty businesses, local advertisers, 61 Specialty goods, 108 Spectaculars, 318 Spectre, 277 Speculative presentation, 80 Speechwriting, 400 Spice Girls, 281 Spiffs, 386 Split runs, 260, 261 Sponsored links, 305 Sponsors, 5–6 Sponsors, identification of, Sponsorship, 274, 306 ambush marketing, 408 of associations, 408 benefits of access to customers, 406–407 effect on employees, 407 enhancing company image, 406 increased sales, 407 public approval, 406 cash of in-kind fees, 405 cause marketing, 405 commercial objectives, 405 definition, 405 drawbacks, 407 example, 404 expenditures on, 407–408 growth of, 404–406 as marketing, 405 measuring results, 410–411 media average of events, 405–406 of membership organizations, 408 methods, 410 and philanthropy, 405 selecting events for, 410 of sporting events, 407–408 top U.S companies, 407 types of events annual events, 409 arts, 408–409 entertainment, 408 fairs, 409 festivals, 409 venue marketing, 409–410 Sporting events ambush marketing, 408 sponsorship expenditures, 405 sponsorship of, 407–408 types of, 405–406 Sports Illustrated, 124, 246, 247 Spot announcements, 274–275 Spotify, 85, 285 Spot radio, 286 Sprint, 283 Sprite, 227 SPSS, 164 SRDS Direct Mail List Service, 333 SRI International, 99 Stadium naming rights, 409–410 Stakeholders definition, 176 expectations and concerns about packaging, 381 messages received by, 180 number of, 177 and public relations, 395 and reputation management, 398 Stampler, Laura, 426 Stamp Out Hunger, 409 Standard advertising unit, 254 Standardized approach to marketing, 68 Standardized out-of-home advertising, 316–317 Standard poster panel, 317 Standard Rate & Data Services, 148, 152 Standard size newspapers, 253 StandOut Designs, 372 Stanford, Duane, 422 Stanley, Paul, 410, 430 Starbucks, 95, 182, 256, 397 Starch, Daniel, 16 Starcom MediaWest Group, 339 Starcom USA, 343 State Farm, 364 Statement stuffers, 330 States and product value, 102 regulation of advertising, 50 regulation of outdoor advertising, 322–323 Statistical Abstract of the United States, 152 Status, transit advertising, 323 Stayman, D M., 420 Steel, Jon, 145, 421 Stelter, Brian, 426 Stephan, S Kent, 94–95, 419, 420 Stereotypes, 37 Sterling, Greg, 418 Stern, Howard, 52, 235, 283, 285, 373 Stewart, Al, 419 Stewart, Martha, 398, 399 Stimuli, 122 Stimulus, 124 Stimulus-response theory, 124 Stock car racing logos, 407 Stock market crash of 1929, 16 Stock market crash of 2001, 19 Stock posters, 317 Stone, Bob, 428 Stone, Brad, 301 StoreBoard Media, 327 Store choice, 122 Stores as local advertisers, 61 Storyboard design, 237–238 Storyboard graphics, 234, 235 Index | 455 www.downloadslide.net Storyboards, 232 Straight announcement format, 234–235 Straight-fee (retainer) method, 78 Straight-sell copy, 228 Strategic Business Insights, 99 Strategic precision, 209 Strategic relevance, 193, 196 Strategic square, 174 Strategy, compared to big idea, 203 Strategy statement, 353, 357 Streaming, impact on TV, 271–272 Structural persuasion, 209 Suave, 112 Subcultures definition, 135 generational, 135 as influence, 135–136 Subheads, 227 definition, 226 in rough layout, 216 Subliminal advertising, 35–36 Subscription sales, 249 Substantiation, 46 Subway, 114, 277, 409 Successful Farmer, 246 Sullivan, Thomas, 416 Summer Olympics of 2012, 408 Summer Olympics of 2016, 405 Sunday newspapers, 254–255 Sunday Night Football, 11, 275 Sunday Supplement, 255 Sunday Supplement magazine, 255 Sunday Times, London, 252 Sunkist vitamins, 110 Sunset, 246, 248, 251 Super Bowl, 272 ad costs in 2016, 13 and broadcast decency, 49 cost of 30-second spot in 2015, 143 first, 13 Super Bowl web page, 306 Supercuts, 114 Superstations, 268 Suppliers art studios, 82 definition, 59, 82 film and video houses, 82 printers, 82 research companies, 83 web designers, 82 Support statement, 197, 198 Surface RT, 195 Surveys, 153 conduct of, 156 costs of, 160 definition, 157 Sweden regulation of advertising, 54 restrictions on advertising to children, 43, 281 Sweeney, Jillian C., 421 Sweeney, Mark, 424 Sweeps, 278 Sweeps month, 278, 279 Sweepstakes, 257, 390 456 | Index SWOT analysis, 343, 377 definition, 169 McDonald’s, 182 purpose, 169–170 Symbolism, 96 Syndicated research services, 148–149 Syndication barter, 276 definition, 275 first-run, 276 off-network, 275–276 popularity of, 276 Szmigin, Isabelle T D., 418 T Tabloid newspapers, 253–254 TAB Out of Home Ratings, 318–320 Taco Bell, 117, 408 Tacoda, 303 Tactics, 175 TagHeuer, 27 Taglines, 231 Takara, 165 Tale-ones, 325 Tannenbaum, Stanley I., 422 Tannenholz, Barry L., 94, 419, 420 Tanner, John F., Jr., 428 Tanz, Ophir, 416 Target audience, definition, 91, 196 location and makeup of, 350 need to understand, 200–201 for newspapers, 254 selection, 103 selection of, 148 Target audience analysis, 377 Target CPM, 356, 357 Targeting costs for digital media, 303 Target market business advertising, 92 business market, 100 combining groups into, 102–103 defining, 171–172 definition, 91, 105 digital media, 299 example, 104–105 marketing mix options, 105 national differences, 68 product concept, 105 selection of, 104–105 using VALS, 99 Target marketing, 105 Target marketing process, 104–105 Target Stores, 176, 200, 203 ads by, 193–195, 198, 199, 200, 201, 204, 206, 207 origin of, 191 primary market, 196 reasons for success, 191–192 Taste, 38 Tava, 170 Taxicab exteriors, 325 TBS, 268 TBWK, 18 TD Ameritrade Inc., 302 TeamOne, 321 Tearsheets, 261, 386 TechBlog, 268 Technology advertising-related, 292–293 of ATMs, 326 effects on advertising, 84–85 explosion of new, 20–21 impact on advertising, outdoor advertising digital billboards, 321 digital videos, 320 global positioning systems, 320 Ted, 194 Ted Bates Agency, 16 Tedena, Nathalie, 422 Teinowitz, Ira, 417 Telecommunications and growth of direct marketing, 368 Telemarketing components, 371 consumer acceptance, 372 convenience of, 372 expenditures on, 371 and National Do Not Call Registry, 372 Telephone, for data collection, 157 Telephone research, costs of, 160 Teletubbies, 281 Television adult views on, 269 advertising regulation by, 52 audience trends, 268–271 decline in viewing, 341–342 designated market area, 279–280 digital formats, 267 forms available to advertisers, 267 fragmentation of, 339 impact of social media, 271–272 impact of streaming, 271–272 intrusive medium, 309 as leverage tool, 272–273 market fragmentation, 13 metrics for prime time shows, 341 number of commercial stations, 267 transnational advertisers, 69 types broadcast, 267 cable, 267–268 satellite, 268 use in IMC, 272–273 Television advertising advertiser strategies, 273–274 amount of, 36 buying, 269 buying time for affidavit of performance, 283 cost per rating point, 282 cost per thousand, 282 makegoods, 283 negotiating prices, 282–283 preemption rate, 283 selecting programs, 282 www.downloadslide.net to children, 281 concept development, 234 costs for Super Bowl of 2016, 13 effective, 235 expenditures 1950-2015, 266–267 FCC regulation, 49 first Super Bowl, 13 formats, 234–236 infomercials, 276 losses in 1990s, 19 network, 274 outlining, 237 product placement, 276–277 pros and cons, 270–271 run-of-schedule positioning, 273 spot announcements, 274 storyboard design, 237–238 syndication, 275–276 video alternatives, 276–278 writing copy for, 232 Television audience measurement audience composition, 282 audience share, 281–282 cable ratings, 279 dayparts, 280 defining TV markets, 280 gross rating points, 282 households, 280–281 program rating, 280–281 rating services, 278–279 source of ratings, 279 total audience, 282 Television households, 280, 346–347 Television time, 280 Telmar, 358–359 Tenpah, Tinie, 89 Terminal posters, 324 Terrorist attack of 2001, 19 Testability cable TV advertising, 275 direct-mail advertising, 331 Test group, 157 Testimonial, 46, 235 Test market definition, 156 for new products, 157 Text, 228; see also Body copy Text messages, 297 Theater test, 158 Third-party ad servers, 299 Third-person effect, 136 Thomas, Dave, 134 Thomas, Jerry W., 421 Thompson, Stephanie, 427 3M Corporation, 175 Telecomm Products Division, 379 365 Brand, 110 Throckmorton, Joan, 367, 428 Thumbnail sketches, 216 Thursday Night Football, 275 Tide, 173, 239 Tide Clean Breeze, 34 Time, 122 Time, 246, 247 Timelines, 231 Timeliness newspapers, 254 Time magazine, 70 Time orientation, local vs national advertisers, 65 Times Square, NY, signage, 318 Time Warner, 64 Timex, 111, 113, 180 Tipping Point (Gladwell), 100 TLC, 342 T-Mobile, 283, 408 TNS Global, 146 TNS Medicine Intelligence Adspender, 351 TNT, 268 Tobacco advertising ban, 42, 49 Toll-free numbers, 368 Tom’s of Maine, 95 TOO by Blu Dot, 192 Tootsie Roll, 277 Top Chef, 277 Top-down marketing plan, 343 definition, 169 main elements, 169 marketing objectives, 171 marketing strategy, 171–175 marketing tactics, 175 situation analysis, 169–170 SWOT analysis, 169–170 Total audience, 282 Total audience plan, 287 Total bus, 325 Total Gym, 276, 372 Total quality management, 18 Toulouse-Lautrec, Henri, 315 Tour de France, 27–28 Town and Country, 244 Toyota Motor Corporation, 110, 177, 409 advertising expenditures, 21 sponsorship expenditures, 407 Tracking and targeting tools, 299–300 Tracy, Brian, 20 Trade advertising, 92, 384 Trade association publications, 152 Trade deals, 385 Trademarks, 49 Trade orientation, 385 Trade promotion; see also Sales promotion definition, 384 Snapple, 382 Trade publications, 249 Trader Joe’s, 130, 171–172 Trade shows booths and exhibits, 379 budgeting for, 379 definition, 378 number of, in U.S annually, 378–379 personnel, 379 planning for, 379 primary goal, 379 productivity, 380 promotion, 379 top ten in U.S., 378 Traditional beliefs, 40 Traffic Audit Bureau, 319–320 Traffic department, 76 definition, 77 Traffic management, 76 Trailer test, 158 Transactional marketing, 175 Transformational ads, 194 Transformational motive, 132 Transit advertising Campbell’s Soup Company, 323 definition, 323–324 pros and cons, 323 types of car-end posters, 324 inside cards, 324 outside posters, 324–325 taxicab exteriors, 325 terminal posters, 324 transit shelters, 324 Transit shelter advertising, 324 Transnational advertisers localized approach, 68 marketing rehears, 68 markets faced by, 67–68 multinational companies, 68 Procter & Gamble, 67–68 secret to success, 69 Travel Channel, 342 Treise, Debbie, 61 Trek bicycles, 28 Trial close, 230 Trial/rejectors, 94 Tribal DDB, 73, 80 Trout, Jack, 13, 17, 18, 174, 420, 422 Truth in advertising, 34 Tupperware, 177, 371 Tuttle, Brad, 423, 426 TV Guide, 247 24 Hour Fitness, 28 Twitter, 62, 249, 271–272, 277, 298, 339, 342, 401 market share, 296 Two and a Half Men, 277 Tylenol, 174, 177 Tylenol poisoning case of 1982, 398–399 U Uber, 112, 194 UHF channels, 267 Ukman, Lesa, 430 Ulrich, Bob, 192 Umbrella advertising, 412–413 Unaided recall tests, 159 Under Armour, 29, 134 Underlines, 227 Underwriters Laboratories, 231 Unduplicated audience, 288 Unfair advertising definition, 45 examples, 45 Federal Trade Commission on, 45–46 Unilever, 87–89, 174, 395 advertising expenditures, 21 Unique selling proposition, 16 Unistar, 284 Index | 457 www.downloadslide.net United Kingdom Advertising Standards Authority, 29 National Society for the Prevention of Cruelty to Children, 366 United Parcel Service, 334 United Parcel Service Store, 114, 200 United States household spending in 2013, 92 largest direct-response agencies, 368 largest PR agencies, 397 number of digital billboards, 321 number of franchise companies, 114 number of newspapers, 253 number of outdoor advertisements, 316 number of trade shows annually, 378–379 obesity epidemic, 79 regulation of advertising federal government, 49–50 nongovernmental, 50–53 state and local governments, 50 social classes, 132–133 subcultures, 135–136 top 10 advertisers, 65 top sponsoring companies, 407 top ten trade shows, 378 United States Air Force, 52 United States Anti-Doping Agency, 28 United States Army, 35, 135, 210 United States Census Bureau, 152 United States Olympic Committee, 408 United States Postal Service, 329, 334, 409 Automated Postal Centers, 387 United States Supreme Court on advertising, 32 rulings on commercial speech, 41 United Way, 6, 23, 400 Unit of sale, 189 Unity in design, 226 Universal Ad Package, 306 Universal McKann, 339 Universe (in statistics), 162 Unplanned message, 181 Unsought goods, 108 U.S News & World Report, 243 U.S Sales Corp., 257 U.S West, 378 USA Channel, 267, 268 Usage rate definition, 95 product variations, 95 Usage-rate variables to define product differences, 94–95 to define target market, 95 volume segmentation, 84 USA Today, 143, 208, 242, 255, 256, 342 USA Today Admeter, 144 User profiles, 299 User status, 95 User-status variables, 94 Utility in advertising, 90 definition, 89 groups interested in, 102 458 | Index V Validity, 161 VALS psychographic classification system, 98–99, 100 Value, 192 definition, 176 effect of advertising, 31–32 Value-added programs, 342–343 Value-added tool, 383 Value-based thinking, 200, 201 ValueClick, 44 Values, 36, 40 ValueScope, 88 Valvoline, 208 Van den Bulte, Christophe, 419 Vanity Fair, 246 Van Riper, Tom, 428 Vans Warped Tour, 408 Van Waterschoot, Walter, 419 Vaughn, Richard, 139 Vavra, Terry G., 410, 430 Vega, Tanzina, 425 Vendor sales, magazines, 249 Venture capitalists, and Google, 292 Venue marketing, 409–410 Verbal message, 192–193 Verizon Communications, 283, 329, 409 advertising expenditures, 65 Verma, Dharmendra, 381, 429 Vertical marketing systems administered, 114 contractual, 114 corporate, 114 franchising, 114–115 retail cooperatives, 114 Vertical publication, 249 VHF channels, 267 Vick, Michael, 28, 399 Vicks, 175 Victoria’s Secret, 208 Video news releases, 404 Viggle, 272 Village Voice, 252–253 Violations, Federal Trade Commission investigations affirmative disclosure, 46–47 substantiation, 46 Viral ads, 85, 239 Viral marketing, 307–308 Virgin America, 296 VirginAmerica.com, 91 Virginia State Board of Pharmacy v Virginia Citizens Consumer Council, 41 Visa, 406 Visual communication network technology, 327 Visualization, 202–203 Visual pollution, out-of-home advertising, 316 Visuals, 222 determining chief focus for, 225 in print advertising, 222 Vodafone, 328 Voice, The, 275 Voice over, 235 Volkswagen, 17, 18, 160, 183–184, 193, 204 advertising expenditures, 21 Volleyball, 247 Voltaire, 198 Volume discount, 252 Volume segmentation, 95 Volvo, 108, 111 Von Oech, Roger, 201, 202, 204, 209, 423 Vranica, Suzanne, 422 W Walgreens, 283 Walking Dead, 268, 275, 277 Wall Street Journal, 152, 242, 255, 266 Walmart, 5, 64, 110, 114–115, 181, 278, 397 competition from Target, 191–192 reasons for success, 191 Walt Disney Company, 64, 267, 276 advertising expenditures, 65 Wang, Christine, 423 Wang, Paul, 423 Wansink, Brian, 107 Wants defined by learning, 129 definition, 130 Ward, Miranda, 424 Ward, Ted, 364–365 Warfare marketing, 174 Warhol, Andy, 192 Warner Brothers, 276 Warranty, Hyundai Motor America, 265 Warrior, 209 Warrior role, 209 Warsaw Pact, 17 Watters, Pat, 415 Wauters, Robin, 426 Waylock, William, 421 Wayne, Lil, 171 Wayne Fueling Systems, 278 Wearables, 334 Wearout, 349 Weather Channel, 94, 149 Web, 291–292, 294–296 banner ads, 239 distributed network, 294 global medium, 295 HTML protocol, 294 invention of, 13 origin of, 294 publications on, 262 viral ads, 239 web browsers, 294 writing copy for, 238–239 Web design houses definition, 83 functions, 82 Web pages, 294 Web portals, 295 Websites, 295 technical definition, 304 visitor market share, 296 Webster, Frederick E., Jr., 422 www.downloadslide.net Weekly newspapers, 253 Weight Watchers, 194 Weitz, Barton A., 428 Welch, Jack, 20 Wells, Melanie, 418, 430 Wendy’s, 134 Wentz, Laurel, 418 West, Gordon, 74 West, Robert, 421 Western States Advertising Agency Association, 71 Westwood One, 284 Whattaburger, 98 Wheaties, 16, 231 Wheeler-Lea amendments to Federal Trade Commission Act, 13 Wheel of Fortune, 276 Whidden, Jack J., 415, 418, 422 White, Ben, 429 White Castle, 97 White space, 226 Whittaker, Morgan, 419 Whole foods, 110 Why Man Creates, 404 Wieden + Kennedy, Ore., 72 Wieden + Kennedy, Procter & Gamble ad campaign, 87–89 Wiersema, Frederick D., 423 Wiersema, Todd, 419 Wikipedia, 298 Wilcox, Dennis L., 429, 430 Wilder, Clinton, 415 Willhoft, Gene, 425 Williams, Diane, 427 Williams, Raymond, Willis, James R., Jr., 418 Wilson, Joy Johnson, 416 Winfrey, Oprah, 28, 285 Winslow, George, 426 Winters, Lewis C., 419 Winter X Games, 408 Wireless Access Protocol, 297, 308 Wolf, Alan, 419 Woman’s Day, 247 Women, stereotypes of, 37 Woodland, Max, 422 Woods, Tiger, 27, 28, 134, 399 Word-of-mouth advertising, 90 definition, negative, 176 viral marketing as, 307–308 Words, number of, in print ads, 218 World Book, 371 World Cup soccer, 3, 5, 405–406 World population in mid-1800s, 14 in 1700s, 14 World Wide Web; see Web World Wildlife Fund, 308, 327 Wotruba, Thomas, 371 Wotruba Thomas R., 428 WPP Group, 18, 71, 83, 148, 341 Written statement of creative strategy advertising objectives, 196 benefit statement, 196 brand personality, 196–297 elements of, 15–1906 problem identification, 196 at Procter & Gamble, 197 special requirements, 197 support statement, 196 target audience, 196 W20 Group, 397 Wunderman, Lester, 176, 368 Wynter, Leon C., 419 XM Radio, 285 Xtreme Games, 405 Y Yaffe Samantha, 426 Yahoo!, 44, 295, 306, 308 Ybrant Digital Ltd., 302 YBS Atlanta, 268 Yeh, Johnson, 419 Yelp, 308 Yeoman, Matthew, 239, 424 Yoon, Donghwan, 420 Yoplait yogurt, 405 Young & Rubicam, 17, 37, 72, 148 YouTube, 13, 20, 21, 85, 89, 182, 238, 239, 308, 401 Yu, Roger, 424 Z Zappos, 401 Zhang, Ming, 419 Ziploc, 395 Zipping and zapping broadcast TV, 271 cable TV advertising, 275 Zmuda, Natalie, 422 Zuckerberg, Mark, 295, 301 Zulano Blue, 192 Zyman, Sergio, 422 X Xbox, 298 Xerox Corporation, 108, 270, 274 Xfinity, 413 Index | 459 ... Straight-sell copy is particularly good for high think-involvement products or products that are difficult to use It’s very effective for direct-mail advertising and for industrial or high-tech... creatives The people who work in the creative department, regardless of the specialty LO 8 -2 Describe the characteristics of great advertising CREATING GREAT ADVERTISING What does someone mean when they... company sells to So Target definitely wants them to see its advertising Because Target offers both value and style, 1 8- to 25 -year-olds are another important market While this group as a whole