There were 48,000 advertising and public relations businesses in the United States in 2006, according to the Bureau of Labor Statistics. Employing more than 500,000 people, the fields of advertising and public relations are projected to grow by 14 percent through 2016. Together they offer almost unlimited opportunity for talented, creative, and dedicated workers. But they are also known to have intense, highpressure work atmospheres and are very sensitive to economic ups and downs.+++++Gửi tin nhắn tên sách tiếng Anh muốn mua với giá rẻ+++++CAM KẾT BẢN ĐẸP.
Career Launcher Advertising and Public Relations Career Launcher series Advertising and Public Relations Computers and Programming Education Energy Fashion Film Finance Food Services Health Care Management Health Care Providers Hospitality Internet Law Law Enforcement and Public Safety Manufacturing Nonprofit Organizations Performing Arts Professional Sports Organizations Real Estate Recording Industry Television Video Games Career Launcher Advertising and Public Relations Stan Tymorek Career Launcher: Advertising and Public Relations Copyright © 2010 by Infobase Publishing, Inc All rights reserved No part of this book may be reproduced or utilized in any form or by any means, electronic or mechanical, including photocopying, recording, or by any information storage or retrieval systems, without permission in writing from the publisher For information contact: Ferguson An imprint of Infobase Publishing 132 West 31st Street New York NY 10001 Library of Congress Cataloging-in-Publication Data Tymorek, Stan Advertising and public relations / by Stan Tymorek p cm — (Career launcher) Includes bibliographical references and index ISBN-13: 978-0-8160-7961-2 (hardcover : alk paper) ISBN-10: 0-8160-7961-7 (hardcover : alk paper) ISBN: 978-1-4381-3204-4 (e-book) Advertising—Vocationa l guidance Public relations—Vocational guidance I Title HF5828.4.T96 2009 659.023—dc22 2009024196 Ferguson books are available at special discounts when purchased in bulk quantities for businesses, associations, institutions, or sales promotions Please call our Special Sales Department in New York at (212) 967-8800 or (800) 322-8755 You can find Ferguson on the World Wide Web at http://www.fergpubco.com Produced by Print Matters, Inc Text design by A Good Thing, Inc Cover design by Takeshi Takahashi Cover printed by Art Print Company, Taylor, PA Book printed and bound by Maple Press, York, PA Date printed: May 2010 Printed in the United States of America 10 This book is printed on acid-free paper Contents Foreword / vii Acknowledgments / xi Introduction / xiii Industry History / State of the Industry / 28 On the Job / 57 Tips for Success / 85 Talk Like a Pro / 109 Resources / 134 Index / 151 v Foreword Why does advertising matter? Advertising matters for any number of reasons For one thing, it helps keep our economy moving forward by fueling consumption This “fueling of consumption” is also what makes advertising controversial, too Many believe that advertising causes us to buy more “stuff” than we need That may be true, but I tend to believe we’d buy a lot of that stuff anyway—what advertising does is point us toward certain brands and types of products We were probably going to buy a car whether we saw advertising or not (what’s the alternative, hitchhiking?) But the ads influence our choice of one car over another They help us make sense of all the consumer choices before us— and not necessarily in a purely logical way Ads can help to create an emotional, slightly irrational bond with a brand The ad—its tone, its style, its subtext—signals to us, “this is the brand for me.” This is not such a bad thing, because it brings some clarity to what would otherwise be a chaotic experience of trying to decide among so many similar products and choices Without advertising, we’d probably have to fl ip a coin to decide what to spend that coin on Advertising also matters because it’s a mirror of the culture in which we live In fact, Marshall McLuhan once described advertisements as “the richest and most faithful daily reflections that any society ever made of its entire range of activities.” This means we can learn a lot about ourselves by studying advertising Advertising is often accused of telling us what to think, manipulating attitudes and behavior—which it sometimes does But more often, it tries to reflect and reinforce attitudes and behavioral trends that have already begun to take hold in the culture During boom years, ads tend to show us living the high life; during recessionary times, the ads become more sober and serious If historians doing research on any particular time period wish to know what people at that time were doing—what they were dreaming, lusting after, worrying about, arguing over—those historians could learn an awful lot just by studying the ads of that period For those getting into the business now, it is a very different ad world than it was 10 years ago Back then, the Internet was still new and most ad creators only needed to know how to two things— make a TV commercial or create a print ad (Okay, once in a while vii viii Foreword they might get stuck doing a radio ad or a billboard too) Today, ad creators must be versatile enough to work in countless media formats—everything from the short Web fi lm to guerrilla advertising that might take the form of something stenciled on the sidewalk This can be seen as both scary and exhilarating; scary because there’s so much to be learned every day, and exhilarating for the same reason One thing is certain: There has never been a better time to be young in advertising In a way, young people rule advertising now to an extent they never have before The business is being completely reinvented with an emphasis on new media and fresh approaches If you’re new to the ad business, this is good news for you Change is your friend, while it is the enemy of old, grizzled veterans You’re not weighed down by the old conventions; you’re freer to experiment and make up the rules as you go That said, you should probably make sure you have a very good understanding and knowledge of the old rules before setting out to break them Even as everything in the business seems to be changing, there are certain constants The value of a good story has not diminished The ability to tell a story well—whether it is humorous or heartbreaking—is still what separates the heroes from the hacks A few other things that will never go out of style: Empathy Originality And maybe most important, resiliency Advertising is a business where ideas get killed every day Some of those will be your ideas You will love them and swear they are brilliant They will get killed anyway, sometimes with good reason and sometimes not It doesn’t matter—all that matters is that you sit down and come up with another idea that is even better The people who can that tend to well in advertising Here’s another tip: Don’t spend too much time trying to emulate or imitate other people’s award-winning ads What will tend to make you stand out as an ad person is your unique view of the world, your own slightly skewed perspective Great ad people an interesting balancing act: They always tell the story of a brand, but at the same time they’re somehow telling a little bit of their own stories as people, too Don’t be afraid of making ads that are too weird or idiosyncratic Those are the best kinds of ads, because they reveal the quirkiness of the individual I refer to strange ads as “oddvertising.” And it’s the kind of advertising I most enjoy watching, because you never know what’s going to happen next Foreword ix The world is at a place now where we have to a lot of reinventing and rebuilding; we need to clean up a lot of the messes that have been created in recent years I believe advertising can be part of the rebuilding process (just as it was part of creating the mess) It can spread optimistic messages It can tell inspiring stories that are going on all around us It can rally public support behind worthy efforts and programs and innovations But it can only this if the ads are created with a sense of honesty, authenticity, and imagination We don’t need more propaganda; we don’t need a lot of empty, insincere hype We need people who can communicate the dreams and aspirations of entrepreneurs, of product designers, of the people who make and build At its best, this is what advertising does—it tells us the story behind a company or a brand or a group of people who make things It puts a human face on commerce —Warren Berger JOURNALIST AND AUTHOR Resources 147 Boards Magazine Focuses on the creative side of ad creation (http://www.boardsmag.com) Business Journals Business news in midsized cities (http://www.bizjournals.com) CMYK A magazine on visual design and communication (http://www.cmykmag.com) Communication Arts Promotes the creative side of communication (http://www.commarts.com) DMNews Explores the trends and technologies in marketing (http://www.dmnews.com) Editor and Publisher Covers the newspaper industry (http://www.editorandpublisher.com) Great Cross Compiler Covers the worlds of business and technology (http://www.gccnews.com) Guerilla Marketing Offers new strategies in marketing (http://www.gmarketing.com) Incentive Magazine Focused on business and employee management as well as marketing (http://www.incentivemag.com) The Journal of Empirical Generalisations in Marketing Reports on research related to the science of marketing and consumer behavior (http://www.empgens.com) Media Inc Promotes multimedia advertising and creative work (http://www.media-inc.com) Media Life Covers the media industry (http://www.medialifemagazine.com) Newsletter Access Promotes communication and marketing via newsletters in all areas (http://www.newsletteraccess.com) O’Dwyer’s Public Relations News Focuses mainly on public relations (http://www.odwyerpr.com) Promo Manazine Concentrates on both business and media marketing (http://www.promomagazine.com) Response Magazine Analysis and promotion of direct-response marketing (http://www.responsemagazine.com) Target Marketing Gives readers insights into all forms of marketing (http://www.targetmarketingmag.com) ZD Net Focuses on media technology (http://www.zdnet.com) Web Sites Absolute Stock Photo Photo source that offers a one-time-use option in addition to the standard royalty-free and rights-managed licensing (http://www.absolutestockphoto.com) 148 Advertising and Public Relations Ad*Access Images and database information for over 7,000 advertisements printed in U.S and Canadian newspapers and magazines between 1911 and 1955 (http://www.library.duke.edu /digitalcollections/adaccess) Adaholic Provides a searchable database of thousands of collectible magazine advertisements.available for purchase (http://www.adaholic.com) The Ad Feed A fi lter and showcase for standout advertising for all media (http://www.theadfeed.com) Adland With its tagline “all the adnews not fit to print,” the site is a source for thousands of TV ads, current and historic (http://www.adland.tv/index.php) Adliterate Self-proclaimed “provocative” site providing radical thinking for the branding business (http://www.adliterate.com) Adpulp Online trade magazine covering all forms of marketing communication (http://www.adpulp.com) All Advertising Agencies Allows users to search quickly for agencies based on services, industry, budget, and zip code (http://www.alladvertisingagencies.com) Best on the Web Touting its strict standards for site, BOTW is a comprehensive directory categorizing content-rich, well designed Web sites (http://www.botw.org) Brand Flakes for Breakfast A blog of the ad agency Plain, BFFB provides offbeat news, ideas, design, branding, and industry gossip (http://www.brandflakesforbreakfast.com) Chaos Scenario A blog offering insight into the “chaos” resulting from the forces of technology, consumer apathy and marketing integration (http://www.chaosscenario.com) Coloribus Archive of over two million contemporary print, outdoor, television, and viral ads, plus a global winners showcase (http://www.coloribus.com) Design Firms A comprehensive directory of Web designers, graphic designers, and other professionals in design (http://www.designfirms.org) ihaveanidea With content generated exclusively by advertising pros, the site provides interviews, original articles, and community-building events (http://www.ihaveanidea.org) The Imaginary World A whimsical archive of images from vintage print ads, packaging, store displays, and more (http://www.theimaginaryworld.com) Resources 149 Osocio A directory of social advertising and nonprofit campaigns from around the globe (http://www.osocio.org) Random Culture A resource for business and social news, advertising trends, and links to other good sources (http://www.randomculture.com) 24-7 Press Release A press-release distribution service that partners with PR Newswire for broad exposure (http://www.24-7pressrelease.com) Index A AA See average audience AAAA See American Association of Advertising Agencies ABC See Audit Bureau of Circulations above the line (ATL), 109 accountability, public demand for, 20–21 account coordinator, 79 account executive, 57–58, 79, 93–94 account management department, account executive position, 57–58, 79, 93–94 account planner, 58–59 account planning department, key positions in, 58–62 account supervisor, public relations, 79 accreditation, public relations, 95–98 accumulation, 109 ad copy, 109 ADI See area of dominant influence adjacencies, 109 adnorm, 109 advancement See career advancement advergaming, 109 advertising See also online advertising; research accountability in, 20–21 account management department, 57–58, 79, 93–94 account planning department, 58–62 ageism in, 106 allowance, 109 alternative, 42–43 award-winning, 33, 43–44, 76–77, 90 bait, 111 budget for, 109 business development department, 71–75 chronology of, 24–27 creative department, 62–68 current trends in, 30–43 elasticity, 109 entertainment shows sponsored by, fi rst, 25 father of modern creative, global, 13, 19–20, 30–34 graphic design department, 68–69 history of, 1–27 industry events, key, 43–44 jargon, 112–113 key positions in, 57–78 major industry associations, 44 measuring effectiveness of, 5–6 mobile phones and, 38–39 most influential people in, 15 1960s revolution in, 11–13 1970s empire, 13–14 1980s, 14–15, 18 1990s recession, 18–19 number of establishments, 28 plan, 110 presentations, 31, 65, 89, 94–95 print/production department, 75–77 public image, xv–xvii public relations and, xiv–xv 151 152 Index radio days and, research, 110 second creative revolution in, 19 shockvertising campaigns, 20 subliminal, 10–11, 131 talent department, 78 television, 9–10, 16 terminology, 109–133 viral, 22–23 advertising-page exposure, 109 advertorial, 110 advocacy advertising, 110 affi rmative disclosure, 110 age, 29, 36 ageism, 106 agencies British, 13–14 conglomerate/mergers of 1980s, 13–15, 18 corporations v., 79, 82–83 Creative Revolution, 13 house, 120 marketers and, 14–15, 16 new business for, 71, 74–75 new models/techniques for, 39–42 1980s/early 1990s heyday, 19 origins of, 4–5 postwar battles between, 9–10 PR, entry-level positions in, 79 top ten, 46 top U.S public relations, 55–56 two kinds of people in, 107 agency commission, 110 AIDA See Attention, Interest, Desire, and Action aided recall, 110 a la carte services, 110 alternative advertising, 42–43 AMA See American Marketing Association American Association of Advertising Agencies (AAAA), 74 American Marketing Association (AMA), 44 American Red Cross, 72–73 ANA See Association of National Advertisers analysis marginal, 122 voice-pitch, 132 answer print, 110 Anthracite Coal Operators, Arbitron, 110 area of dominant influence (ADI), 110 art buyer, 75 art director, 29, 45, 62–64 art proof, 110 Association of Business Communicators, xvii Association of National Advertisers (ANA), 110 associations/organizations, 134, 136 advertising industry, 44 public relations, 54–55 ATL See above the line attack ads, 126–127 Attention, Interest, Desire, and Action (AIDA), 110 audience, 110, 111, 123, 130 duplication, 111 target, 131 Audilog, 111 Audimeter, 111 Audit Bureau of Circulations (ABC), 111 availability, 111 average audience (AA), 111 awards, 33, 43–44, 76–77, 90 B bait advertising, 111 bandwidth, 111 Index barter, 111 BDI See brand development index billboard, 111 bleed, 111 blogging, 33, 48–49, 98, 101 blow-in card, 111 blueline, 111 body copy, 111 books, 136–146 boutique, 111 brand(s), 112, 117 birth of, 6–7 conversations about, 98 fi nding own unique, 91–93 global, 32, 34 Internet and, 23 online selling of, 90–93 private, 126 television and, 10 brand development index (BDI), 112 branded content, 113 brand manager, 112 brand name, 113 Braniff Airlines, 60 broadside, 113 B to B/B2B See business-tobusiness Builders of Tomorrow Web site, 80–82 buried position, 114 business development department, 71–75 business-to-business (B to B or B2B), 114 C campaigns, advertising “got milk,” 51 health care, 135 Hotmail’s 1990s, 22 LEGO, 80–82 “shockvertising,” 20 social media, 38 153 top twentieth-century, 2008 award-winning, 76–77 Volkswagen, 11–12 Cannes Lions International Advertising Festival, 33, 43 caption, 114 car card, 114 card rate, 114 career advancement, 87, 88–90 mentors and, xviii, 100, 102–103 public relations, 100–101 selling brands online and, 90–93 category development index (CDI), 114 cause-related marketing (CRM), 82–83 CBBB See Council of Better Business Bureaus CDI See category development index cease-and-desist order, 114 certification, xvii channels of distribution, 114 chronology, advertising history, 24–27 circ (circulation), 114 classified advertising, 114 clearance, 114 closing date, 114 coincidental survey, 114 collateral materials, 114 color proof, 114 color separation, 114 column inch, 115 combination rate, 115 commercial advertising, 115 communication skills, 107 community relations, 83 comparative advertising, 115, 126 competitive parity, 115 comprehensive layout (comp), 115 consent order (consent decree), 115 154 Index conspicuous consumption, consumer(s) See also customer tracking activism of 1960s, 12–13 advertising, 115 behavior, 8–9, 115 gaining insight into, 48–51 jury test, 115 marketing, 83 1960s PR and, 12–13 consumerism, 115 continuous advertising, 115 controlled (qualified) circulation, 115 cooperative (co-op) program (cooperative advertising), 116 copy, 116 copywriter, 16–18, 29, 64–66 corporations, agencies v., 79, 82–83 cost per thousand (CPM), 116 Council of Better Business Bureaus (CBBB), 114 Council of Public Relations, 26 counterculture, public relations in 1960s, 12–13 CPM See cost per thousand creative athlete metaphor, 106 creative brief, 63 creative department, 62–68 art director, 29, 45, 62–64 copywriter, 16–18, 64–66 creative director, 66–68 key positions in, 62–68 teams in, 67 creative director, 66–68 creative portfolio, 85–88 Creative Revolution, 11–13, 19 creatives, 116 creative strategy, 116 crisis communications/ preparedness planning, 83 CRM See cause-related marketing cumes, 116 customer tracking, 34–35, 117 cutting, 116 D DAGMAR (defi ning advertising goals for measured advertising results), 116 dailies, 116 daypart, 116 decay constant, 116 deceptive advertising, 116, 138 Defi ning advertising goals for measured advertising results (DAGMAR), 116 demographics, 116–117 digital technology, 35, 52–53 digital video, 35 “dimensions of distance,” 32 direct mail, 117 direct marketing, 117 direct response, 117 disaster relief, Red Cross advertising strategy and, 72–73 display, online advertising with, 35 distributor, 117 double teaming accounts, 59–62 drive time, 117 dummy, 117 E earned rate, 117 earnings, 29, 102, 104 sharing information on, 74 eighty-twenty rule, 117 e-mail, 34, 35, 97 employee relations, 83 employment creative job search and, 98–99 entry-level positions, 30, 79 full-time/part-time, statistics on, 28 Index media manager’s hiring criteria, 103–104 outlook, 29–30 end user, 117 entry-level positions, 30, 79 events/conferences advertising industry, 43–44 public relations, 53–54 experiential marketing, 119 eye tracking, 117 F Facebook, 36, 38, 40 family brand, 117 FCC See Federal Communications commission Federal Communications commission (FCC), 117 Federal Trade Commission (FTC), 118, 138–139 fi nancial relations, 83 fi xed-sum-per-unit method, 117 fl ighting, 117 focus group interview, 118 font, 118 four-color process, 118 four Ps, 118 franchised position, 118 free-standing insert (FSI), 118 frequency, 118 FSI See free-standing insert FTC See Federal Trade Commission full position, 118 full-service agency, 118 G galley proof, 118 Gallup, George, 8–9 galvanometer test, 118 gaming, online, 35 gatefold, 118 general managers, public relations, 82–83 155 global advertising, 13, 19–20, 30–34 Google, 22 government relations, 83 graphic design, 68–69, 94 grid card, 118 gross impressions, 120 gross rating points (GRPs), 120 group director of accounts, 79 GRPs See gross rating points guaranteed circulation, 120 “guerilla advertising,” 43 H halftone, 120 health care advertising, 84, 135 history, advertising, 1–27 1960s Creative Revolution, 11–13 1970s empire, 13–14 1980s mega-mergers and, 13–15, 18 1990s recession, 18–19 radio days in, television in, 9–10, 16 hologram, 120 horizontal publications, 120 Hotmail, 1990s campaign of, 22 house agency, 120 households using television (HUT), 120 house organ, 120 I IAB See Interactive Advertising Bureau IBCA See International Business Communicators Association idea generating, 39–42 image advertising, 120 IMC, 121 inbound marketing, 46–47 industrial advertising, 120 industry 156 Index analyst, 84 associations, 44 key events in, 43–44, 53–54 statistics, 28–29 infomercial, 120 insert, 118, 120, 124 insertion, 120 insertion order, 120 Institute for Public Relations, 54 institutional advertising, 120 integrated marketing communication (IMC), 121 Interactive Advertising Bureau (IAB), 34–35, 44 interactive media, 35, 144 international advertising, 121 International Business Communicators Association (IBCA), 95 Internet, 26, 27 new techniques for advertising on, 34–37 1990s impact of, 21–23 PR-media relationship impacted by, 51–52 public relations impacted by, 23–24 interviews, 16–18, 48–51, 100–101 focus group, 118 iPhone, 38–39 island position, 121 J jargon, advertising, 112–113 jingle, 121 job hopping, 100 job search creative, 98–99 media manager’s hiring criteria, 103–104 K keeper, 121 kerning, 121 key positions advertising, 57–78 public relations, 79–84 knowledge economy, 105 L layout, 121 leadership, 49 coaching v criticizing in, 107 keeping staff from leaving, 104–105 learning and, 105–106 lead generation, 35 leave-behind, 121 LEGO, 80–82 lifestyle segmentation, 121 linage, 121 LinkedIn, 40–41 local advertising, 121 local rate, 121 logotype (logo), 121 loss leader, 121 loyalty index, 121 Ludlow incident, M mail order advertising, 121 major players, 45 make good, 121–122 marginal analysis, 122 marketing, 121, 129–130 agencies and, 14–15, 16 cause-related, 82 consumer, 83 direct, 117 experiential, 119 inbound, 46–47 mix, 44, 122 viral, 132 Webcasts market surgery, 135 market(s) homogenizing, 13, 30 intelligence, 84 profi le, 122 Index research, 8–9, 69–70, 122 segmentation, 122 share, 122 materiality, 122 measurement/evaluation, 84 media interactive, 35, 144 planning categories for, 71 public relations and, changing relationship between, 51–52 social, 36, 37–38, 40–41, 47, 50–51 supplementary, 131 media buyer/media planner, 70–71, 103–104 media concentration theory, 122 media department, 70–71 media dominance theory, 122 media plan, 122 Media Plan Awards, 2008 winners, 76–77 media planner See media buyer/ media planner media strategy, 122 mentors, xviii, 100, 102–103 merchandising the advertising, 122 mergers, ad agencies, 13–15, 18 milline rate, 123 motivational research, 10–11, 123 N NAD See National Advertising Division narrowcasting, 123 National Advertising Division (NAD) of the Council of Better Business Bureaus, 123 national brand, 123 net cost, 123 net unduplicated audience, 123 networks, social, 36–38, 40–41 new business manager, 71 Newspapers, ad agency history and, 4–5 157 Nielsen rating, 123 Nike, 20, 36, 51 noncommercial advertising, 123 O O & O station, 123 off card, 123 on-air tests, 123 online advertising, 35 brands, 90–93 building customer relations through, 92 mobile phones and, 38–39 new techniques for, 34–37 public relations and, 46–47 opticals, 123 outdoor advertising, 123 P package/package insert, 124 painted bulletin, 124 Pantone Matching System (PMS), 124 parity products, 124 partnerships, career advancement through, 89–90 pass-along readers, 124 paste-up, 124 payout planning, 124 pay-per-click Web sites, 22 percent-of-sales method, 124 per inquiry, 124 periodicals, 146–147 persons using television (PUT), 124 persons viewing television (PVT), 124 persuasion process, 125 photoboards, 125 photostat, 125 physical health, 107 picture window, 125 piggyback, 125 “planned obsolescence,” 158 Index PMS See Pantone Matching System point-of-purchase (POP) displays, 125 POP See point-of-purchase portfolio, creative, 85–88 poster panel, 125 post testing, 125 PR See public relations practice directors, public relations, 79, 82–84 PR coordinator, 79 PR specialist, 29–30, 79 earnings, 29 PR specialist, public psyche and, preemptible rate, 125 preferred position, 125 preprint, 125 presentations advice for great, 31, 94–95 career advancement through, 89 coaching for, 94–95 patience and, 65 press releases, high-tech, 52–53 pretesting, 125 prime time, 125 print buyer, 75 print director, 75–76 print producer, 76–77 print/production department art buyer, 75 key positions in, 75–77 print buyer, 75 print director, 75–76 print producer, 76–77 private brand, 126 product(s) differentiation, 126 life cycle, 126 management, 126 parity, 124 placement, 127 positioning, 126 safety, 20 program delivery (rate), 127 promotion, 127 See career advancement promotional mix, 128 proof, 128 propaganda, history of advertising, 7–8 PRSA See Public Relations Society of America PSA See public service advertising psychographics, 128 psychological segmentation, 128 psychology, mass, public affairs, 84 publicity, 128 public relations (PR), xiv–xv, 54–55, 128 See also agencies; PR specialist account supervisor, 79 accreditation, 95–98 career advancement, 100–101 council of, 26 current trends in, 46–53 earnings statistics, 29 father of, general managers, 82–83 history of advertising and, 12–13 industry events, 53–54 Internet impact on, 23–24 key positions in, 79–84 media and, changing relationship between, 51–52 1960s, 12–13 number of fi rms, 28 practice directors, 79, 82–83 practice groups, 82–84 public view of, xv–xvii social media’s impact on, 47, 50–51 support services, 84 Index 159 Q qualitative research, 128 quantitative research, 128 résumé See portfolio, creative retail advertising, 129 retail trading zone, 129 revolution 1990s Internet, 21–23 1960s creative, 11–13, 19 RFPs See requests for proposals road block, 129 robber barons, ROP See run-of-press ROS See run-of-schedule “Run Easy” campaign, Reebok’s, 76–77 run-of-press (ROP), 129 run-of-schedule (ROS), 129 R radio days, rate, 128 rate card, 128–129 rating point, 129 reach, 129 readership, 129 recession, 1980s advertising and, 18–19 recognition, 129 Red Cross, 72–73 Reebok “Run Easy” campaign, 76–77 rep/representative, 129 requests for proposals (RFPs), 71 research, 84, 110, 130, 132 market, 8–9, 69–70, 122 motivational, 10–11, 123 qualitative/quantitative, 128 trends, 68 residuals, 129 resources associations/organizations, 134, 136 books, 136–146 periodicals, 146–147 Web sites, 147–149 S sales promotion, 129 SAUS See Standard Advertising Unit System scene setting, 130 search engine optimization (SEO), 46–47 search/search engine, 35, 46–47 selective distribution, 130 SEO See search engine optimization sets in use (SIU), 130 share-of-audience, 130 share-of-voice (SOV), 130 shockvertising, 20 Simmons Market Research Bureau (SMRB), 130 situation analysis, 130 SIU See sets in use slogans, Smart Square, 65 SMRB See Simmons Market Research Bureau social media, 36, 40–41 potential v performance, 37–38 public relations and, 47, 50–51 three elements of, Public Relations Society of America (PRSA), xvii, 95 public service advertising (PSA), 128 puffery, 128 pulsing, 128 pupilometrics, 128 PUT See persons using television PVT See persons viewing television 160 Index social networks, 36–38, 40–41 SOV See share-of-voice speakers, career advancement and, 87 speculative (spec) sample, 130 spin, father of, 7–8 split run, 130 spread, 130 SRDS See Standard Rate and Data Service staff, keeping, 104–105 stage fright, 95 staggered schedule, 130 Standard Advertising Unit System (SAUS), 130 Standard Rate and Data Service (SRDS), 130 Starch scores, 130–131 statistics, industry, 28–29 stet, 131 storyboard, 131 subliminal persuasion, 10–11, 131 superimposition (super), 131 supplementary media, 131 support services, public relations, 84 surgery, Web sites showing, 135 swatch proof, 131 sweeps, 131 syndicated program, 131 T tabloid, 131 tachistoscope testing, 131 tag line, 131 talent department, advertising key positions, 78 target audience, 131 teams, creative, 67 tear sheets, 131 television, advertising history and, 9–10, 16 thumbnail, 132 Toastmasters, 95 tracking, customer, 34–35 trade advertising, 132 trademark, 132 trade relations, 84 trade shows, speakers at, 87 traffic manager, broadcast/print, 78 “transmission effect,” 37 typeface, 132 type font, 132 U UAB See Universal Accreditation Board unaided recall, 132 unfair advertising, 132 Union Carbide, chemical plant explosion, 20 unique selling proposition (USP), 132 United Colors of Benetton, 20 Universal Accreditation Board (UAB), 95 upfront buys, 132 USP See unique selling proposition V VALS See values and lifestyles values and lifestyles (VALS) research, 132 vehicle, 132 vertical publications, 132 veterans, knowledge of, 107–108 video news release (VNR), 52–53 vignette, 132 viral advertising, 22–23 viral marketing, 132 VNR See video news release VO See voiceover voiceover (VO), 132 voice-pitch analysis (VOPAN), 132 Index Volkswagen, ad campaign for, 11–12 VOPAN See voice-pitch analysis VW Jetta campaign, 77 W wartime ads, 25 waste circulation, 132 wave scheduling, 133 wear out, 133 161 Webcasts market surgery, 135 Web sites, 147–149 See also online advertising Builders of Tomorrow, 80–82 pay-per-click, 22 weight, 133 work hours, statistics on, 28 writing, customer relations building through, 92 .. .Career Launcher Advertising and Public Relations Career Launcher series Advertising and Public Relations Computers and Programming Education Energy Fashion... Industry Television Video Games Career Launcher Advertising and Public Relations Stan Tymorek Career Launcher: Advertising and Public Relations Copyright © 2010 by Infobase Publishing, Inc All rights... of advertising and public relations to understand how today’s practices came to be; become familiar with the classic campaigns and achievements in both industries that are worth emulating (and