Advertising:What Everyone Needs to Know

Advertising:What Everyone Needs to Know（What Everyone Needs to Know）

广告: 每个人都需要知道的
商业经济学

原价：

￥ 111.25

售价：

优惠

平台大促低至8折优惠

发货周期：预计5-7周发货

作者

Einstein, Mara

出版社

Oxford University Press

出版时间

2016年12月08日

装帧

平装

ＩＳＢＮ

9780190625894

复制

页码

240

开本

210x140mm

语种

英文

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图书简介

Mara Einstein exposes how our shopping, political and even dating preferences are unwittingly formed by brand images and the mythologies embedded in them. Advertising: What Everyone Needs to Know helps us combat the effects of manipulative advertising, and enables the reader to understand how marketing industries work in the digital age, particularly in their uses and abuses of Big Data. Most importantly, it awakens us to advertising’s subtle and not so subtle impact on our lives-both as individuals and as a global society. What ideas and information are being communicated to us-and to what end?

Introduction; Part I: Marketing versus Advertising; 1. The Four Ps (Marketing Mix) -Product, price, place, promotion; 2. Define advertising; 3. Explain advertising versus other forms of marketing communication (sales promotions, public relations, direct marketing); 4. Types of advertising-consumer, PSA, direct response, business-to-business, etc.; Part II: The Business of Advertising; 1. Economics of the advertising industry; 2. Structure of advertising agencies -- Media, Creative, Research, Account management/client; 3. Famous Advertising Agencies and what they are known for (Example: Leo Burnett and characters such as Charlie the Tuna (Starkist), the Jolly Green Giant and the Marlboro Man); Part III: Branding and Consumer Behavior; 1. Advertising research; 2. Demographics, psychographics, positioning; 3. Brands/branding; 4. Targetting, Segmentation, positioning, differentiation; 5. Define consumer behavior; 6. Influences on consumer decisions-cultural and social; 7. Consumer Decision Making process (high vs. low involvement products); 8. Motives for purchase: wants vs. needs, habit, positive vs. negative motives; Part IV: Media and Media buying; 1. Media types (TV, radio, online) and why they are used for different campaigns; 2. Media Mix; 3. Steps in Media planning; 4. Companies that track media; 5. Terminology: Reach, frequency, circulation, makegoods, pass along, dayparts, engagement, environment; 6. Product placement and other alternative forms of media placement; Part V: Creative; 1. Personnel - creative director, art director, copy writer.; 2. What makes good advertising?; 3. Creative process; This would be a good section for interspersing famous campaigns and their effectiveness. Examples: Mikey and Life Cereal, Marlboro Man, Old Spice, Darth Vader/Volkswagen, others.; Part VI: Advertising in the Digital Age; 1. New forms of advertising (Native advertising, Content Marketing); 2. Programmatic Buying; 3. Big Data; 4. Surveillance and privacy; 5. Social media marketing; 6. Word of Mouth (WOM) Marketing; Conclusion

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