广告学--原理与实践(第四版)

作者简介

广告

（第四版）

本书作者WilliamWells是美国明尼苏达大学新闻与传媒学院广告学

教授，工业界中市场学理论朗权威之一。John Burnett是美国佛大学市

场学教授，致力于广告效应和市场战略的研究工作，并担任多家著名企

业的顾问，曾多次获得优秀教学奖。SandraMoriarty是美国科罗拉多州博

尔德大学市场学教授，致力于市场变化的分析研究和市场信息交流理论

的创立工作。

广告学是一门新兴学科。本书从广告的基础和环境、广告的背景、

规划和战略、广告的媒体、广告的制作、广告的操作等六方面将现实生

活中五彩缤纷的广告世界归纳提炼，阐述了广告学的基本原理，同时介

绍了最新或正在发展中的理论，并涉及到一些相关学科的基本内容（如

市场学、心理学、人口统计学等）。书中列举了大量实例，包括许多著

名企业的经营战略，帮助读者加深对基本理论的理解。

本书在内容上有几个显著特点：（1）把大量广告工作者的实际经验归

纳总结，溶合到广告学理论中去；（2） 重点介绍市场和信息的相互关系；

（3）强调先进通讯技术对广告效应和形式的影响，着眼于21世纪的发展战

略等。全书深入浅出，力求严密性和可读性的统一，每章结尾都附有思

考题、小组讨论题、推荐参考书以及实例分析。本书是一本很好的供工

商管理学院师生学习的教材，同时也是企业经营决策阶层、广告部门的

参考书籍。

书籍目录

OVERVIEW

Preface xvii

About the Authors xxi

PART I APVERTISING FOUNDATIONS AND ENVIRONMENT

1 Introduction to Advertising

2 Advertising and Society: Ethics and Regulation

3 Advertising and the Marketing Process

4 Advertising Agencies

PART II APVEPTISINC BACKGROUND. PLANNING. ANO STRATEGY

5 The Conswmer Audience

6 Strategic Research

7 Strategy and Planning

8 How Advertising Works

PART 111 APVERTISING MEDIA

9 Meaw Strategy and Planning

10 PrintMedia

11 Broadcast Media

12 Media Bvying

PART IV CREATING ADVERTISING_____

13 The Creative Side ofAdvertising

14 Creating Print Advertising

15 Creating Broadcast Advertising

16 Creating Direct-Response Advertising

17 Creating Directory and Out-of-Home Advertising

PART V APVEPTISIIMG OPERATIONS

18 Sales Promotion

19 Public Relations

20 Tbe Advertising Campaign

21 Evaluative Research

PART Vl MlSCELLANEOUS APVERTISING

22 Business-to-Business and Retail Advertising

23 Intennational Advertising

Appendix: Careers in Advertising

Glossary

Credits

Index

CONTENTS

Preface xvii

About the Authors xxi

PART 1 ADVERTISING FOUNDATIONS AND ENVI RONMENT

CHAPTER1 Introduction to Advertising

Refurbishing the Golden Arches

What Makes an Ad Great?

Classics, Characteristics of'Great Ads

The World of Advertising

Defining Advertismg

Types of Advertising Roles ofAdvertising

Functiow of Advertising

The Four Players

The Advertiser

The Advertising Agency

The Media

Vendors

The Evolution of Advertising

The Ancient Periad

TheAge ofPrint

The Formattve Years

Modern Advertising

Summary

VlDEO CASE: Can the Ban: Uproar wer LiquorAds

CHAPTER2 Advertising and Society: Ethics and Regulation

Has Volvo Done It Again?

Advertising Ethics

Ethical Criteria

The Problem ofBeing Ethical

Ethical Issues in Adverdsing

Puffery

Jaite and Advertmng

Stereotyping m Advertismg

Advertising toChildren

Advertising Controverswl Products

Subliminal Advertising

Advertismg and the Law

Advertising and the First Amendment

The Federal Trade Commission

The FTC and Advertisers

FTC Concems with Advertising

Deception

Reasonable Basisfor Making a Claim

RICO Suits

Comparaive Advertising

Endorsements

Demowtrations

Remedies for Decepdve and Unfair Adverasing

Cansent Decrees

Cease-and-Desut Orders

Corrective Advertismg

FTCHints

Tbe Legal Responsibility ofthe Agency

Substantiating Advertising Claims

CoRedress

Food and Drug Administration

Federal Commumcattons Cvmmissim

Other Federal Agencies

Self-Regulation

Self-Disdpline

National Agenms

Local Reguiation: BBB

Media Regttla

Aduertising

A Final Consideration

Summary

VlDEO CASE: You Can't Fudge a Book by Its Cover

CHARPER3 Advertising and the Marketing Process

Paring Down at P&G

Tht Idea afa Market

Types ofMarkets

The Marketing Concept

The 4Ps ofMarketing

Product

Place (Channel of Distribution)

Pricing

Promition

Advertising and the Marketing Mix

Summary

VlDEO CASE: Slotting Fees: New Front in the Great Space War 100

CHARPER4 Advertising Agencies

Managing a Lasting Relationship

Essence ofthe Business: Value-Adding Ideas

Why Hire an Agency?

Expertise, Objectivityand Dedication

Staffing and Management

The Agency World

Full-Service Agencv

Specialized Agencies

Virtual Agencies

Igency

Philosophies

Trends in Advertistng and Marketing Communication

Integrated Marketing Communication,

How Agencies Are Organized

Accwnt Management

Creative Development and Production

Media Plann

Buying

Research Department

Intemal Seruices

How Agencies Are Paid

The Commission System

The Fee System

The Future: Efficiency

Effectiveness

and Accountability

Summary

CASE STUDY: The Honda Way

VlDEO CASE: Chiat/Day

PART 11 AnVFBTISIMG R ACKG OUND Pl ANNING AND STRATEGY

CHARPER5 The Consumer Audience

Settling Kids' Tummies

Consumer Behavior

The Comumer Audience

Market Segmentation/Target Marketing,

Influences on You as a Consumer

Cultural and Social Influences

Reference Groups

Personal Influences

Demographics

Geograpbic Location

Psycbographics

Buying Behavior

The Key to Effective Advertising: Understanding the Audience

Summary

VlDEO CASE: How Healthy is Health Food?

APPENDIx: Studying Consumer Trends Using Social Trends for Advertuing

Decisiom

Strategic Research

Understanding Europe's Generation X

Research: The Quest for Intelligence

Strategic Research versus Evaluative Research

Exploratory Research

Who Organizes the Facts?

The Strategy Document

Marketing Obyective The Product The Target Audimce Promise and

Support Brand Personality Strategy Statment

Message Development Research

Diagnostic Research and Early Feedback Commtunicatim Tests

The Future of Advertising Research

Trend 1: Right Sizing Trend 2: Globalization Trend 3: New Media Technology,

Trend 4: Integrated Marketing Communication Trend 5: Increased Government

Activism

Summary

VIDEO CASE: Christmas Toys

Strategy and Planning

RadioShack Has the Answers

Strategy and Planning

Strategic Planning: Making Intelligent Decisions, The Business Plan,

The Marketing Plan

Marketing Objectives Marketing Problems and Opportunities, Selecting Target

Markets Marketing Strategies Executing Plans Evaluating Plans

The Advertising Plan

Situation Analysis Advertising Strategy Decisions Implementation and

Evaluation The Advertising Budget

The Creative Plan and Copy Strategy

Message Strategies, Sellmg Premises, Execution Details,

Summary

CASE STUDY: GM Goes Electric

VlDEO CASE: A Microbrew by Any Other Name

How Advertising Works

Zapping the Ads

Advertising Impact

The Advertising Environment The Audience Breakthrough Advertismg

The Psychology ofAdvertising

Perception: Creating Stopping Power Awareness: Making an Impression

* Understanding: Making It Clear Persuasim: Making Mming Messages Locking

Power: Making It Memorable

How Brand Images Work

Brand Image, Building a B

Summary

CASE STUDY: Do Spnkescharacters and Celebrities Pay Out in Saies?

VlDEO CASE: Tootbpaste Adwertising: More than Kype?

PART 111 ADVEHTISING MEDIA

CHAPTER 9 Media Strategy and Planning

Where Are Those College Studenrs?

The Function ofMedia Planning in Advertising

The Aperture Concept in Media Planning

Media Planning Operations: Information Sources and Analysis

Marketing Sources

Creatiue Swrces

Media Sources

Media Planning Operations: Setting Objecrives

Finding Target Audiences in Media Opportunittes

Sales Geography: Wtere toAdvertise?

Timing: When to Advertise?

Duration: How Long to Advertise?

Media Planning Operadons: Developing Strategies

Target Audience Strategies: New Technolcay ofMsasurement

Geographic

Strategies: Allocating Medic Weight

Timing/Duration Strategies: Cmtinuity Pattens

Media Planning Operations: Media Selection Procedures

Audience Measvres Used in Msdia Planning

Reach and Media Planning

Frequencyand Media Planning

Combining Reach and Frequewy Goals: Effective Frequency

Cast Effideency as a Planning Dimmsion

Seiecting Acceptable Media Environments

Media Planning Operations: Staging a Media Plan

Background/Situation Analysis

Media Objectives/AferWft Opportunities

Stratecy:Selectim ofMedia

The Flow Chart: Scbeduling and Budgeting Allocation

Summary

VlDEO CASE: Call Waitmg

CHAPTER10 PrintMedia

Spimning toward Generation X

Print Media

Newspapers

The Structure ofNewspapers The Readers of Newspapers Measuring the Newspaper

Audience Adverttsing m Newspapers The Advantagts ofNewspapers The

Disadvantages ofNewspapers The Future of NeTVspapcrs

Magazines

The Structure ofMagazines The Readers of Magazmes Msasuring Magazine

Readership Advertising in Magszines The Advantages ofMagaztnes The

Disedvantages of Magazines The Future of Magazmes

SSummary

VlDEO CASE: Infromnercials

CHAPTER11 Brcadcast Media

MTV in Europe: One Country at a Time

The Structure of Television

JVired Network Television Uvwied Network Televisim, Public Televuion: The Fifth

Network Cable and Subscription Television Local Television Specialty

Telnision Interactive Television Television Syndication

Television Advertising

Forms ofTelevmm Advertising

The Television Audience

How People Watch Television Measuring the Televiswn Audience

Advantages and Disadvantages ofTelevision

Advantages Disadvantages Inflexibility

The Structure of Radio

AMSadio FMSadio Cable and DAB Kadio

Radio Advertising

Network Radio Spot Radic

The Radio Audience

Measuring the Radiu Audience

Advancages and Disadvantages ofRadio

Aduantages Disadvantages

Summary

VlDEO CASE: Infvmercials in the 1990s: More than Slicing and Dicing

CHAPTER12 Media Buying

Ads May Show Up Anywhere

Media-Buying Functions

Providing Inside Information to the Media Planner Mcdia Vehicle

Selection Negntiating Media Prices Monitoring Vehicle Performance

Postcampaign Analysis

Special Skills: Expert Knowledge ofMedia Opportumries

Media Cmtent Audience Habits Research Evaluetion

Special Skills: Knowledge ofMedia Pricing

Media Cost Responsibilities

Special Skills: Media Vehicle Selection and Negotiation

The Boundaries: Working Wtthin Plan Requrrements Negotiatioii: The Art of a Buyer,

Spedal Skills: Maintaming Plan Performance

Mwitoring Audience Research Schedule and Technical Problems

Summary

VlDEO CASE: Look' Up in the Sky' It's a Bird! It's a Plane! It's an -

Advertisement'

CHAPTER13 Tbe Creative Side of Advertising

How Ideas Evolve: The "Got Milk?" Campaign

The Creative Concept

What Makes an Idea Creattue? ROI Strategy and Creatwity

Creadve Thinlking

Tbs Creative Person Creative Roles

The Creative Process

Manegmg the Creative Process

Creadve Strategy

TyftS ofMessages Hard and Saft Sell

Crearive Execudons

Aduertising Formats Tone Words and Pictures

Effective Creativity

Summary

VlDEO CASE: Garbage

CHAPTER14 Creating Print Advertising

Slow Down and Dream

Print Advertising

Newspaper Advertisements Magazine Advertuements

Wriring for Print

Headlines Otber Display Copy BodyCopy

Designing for Print

Layout Styles Design Principles Coior

Print Production

Typegraply TheA Color Reprodwtion Printing Process Vew

Jecbnology

Summary

CASE STUDY: Bastball Needs a Hame Run

VlDEO CASE: The Gap: Creating Prmt Advertismgfar a Changing Market

CHAPTER15 Creating Broadcast Advertising

Promoting the Big Screen on the Litde Screen

The Video Environment

Characteristics oflelevision Commercials

Message Strategy Elements Filming and Taping Planning and

Producing Commercials Scripts and Storyboards The Team

Producing a Television Commercial

Preproduction The Sboot Postproduction Rules ofTbumb for

Producmg Television Commercials

The Radio Commercial

Characteristics oftbe Radio Environment Message Strategy Writing for Audio,

Tools Scriptmg

Producing a Radio Commercial

Taptd Cvmmercials Jve Spots

Message Trends

Zapping Image Manipulation Interactive Media

Summary

VlDEO CASE: Man vs. Machines: Tbe Digital Revolution in Mwic

CHAPTER16 Creatmg Direct-ResPmnse Advertising

They Keep Coming Back

Direct Marketing

Types ofDirect Marketmg

The Direct-Response Industry

Reasansfwr Growth

Integrated Direct Marketing

Prvblems witb Direct Marketing Direct-Rtsponse Adoertising Database

Marketing

Managing Direct Marketing

The Advertisers TheAgencies The Consumers

Managing the Database

Designing a Dtrect-Marketing Piece

The Media of Direct Response

DirectMail The Catahg Markttplace PrintMedia Broadcast

Media

Telemarketing

Costs Cbaracteristics Tbe Message

Online Marketing

The Future ofDirect Markedng

Summary

VlDEO CASE: We've Seen the Future and, It's Home Shopping 503

CHAPTER17 Creating Directory and Out-of-Home Advertising 505

Delivering the Goods

Out-of-Home Advertising

Outdoor Aduertising Message Design Production ofOutdowAdvertising

Bvymg Outdoor Space The Audience

Transit Advertising

The Transit Audience Message Design Other Posters

Directory Advertising

Yellow Pages Advertising ThtAudience Creating the Yellow Pages

Ad Trends m Directories

Other Innovadve Advertising Media

Movie Advertismg Other Altennauve Media Reminder Messages Actian

Messages

Summary

VlDEO CASE: Cadillac Style

PART V ADVERTISING OPRATLQNS

CHAPTER18 Sales Promotion

Happy Meals--Happy Opportunities

Defining Sales Promotion

The Size of Sales Promotion

Reasonsfor tbe Growth ofSales Prvmotion,

The Role of Sales Promotion in Markering

The Relationship Between Sales Promodon and Advertising

Dtffermces and Similarities Introducing a New Product Can Sales

Promotion Build Brands?

Types of Sales Promotion

Consumer Sales Promotion Reseller (Trade) Sales Promotion

The Future of Sales Promotion

Summary

VlDEO CASE: Telemarklting and Sales Pramotion

CHAPTER19 Public Relations

Food Lion Roars Back

The Challenge of Public Relations

Comparing Public Relations and Advertising

Media Use Cmtrol Credibility

The Components of Public Relations

Trackmg Public Opmion

Public Relations Tools and Techniques

Public Relations and Controlled Media Media Relations Crisis Management

Ekctronic Communication

Nonprofit Public Relations

Nonprofit Organizattow

Evaluating Public Relations

Summary

CASE STUDY: Hey Baby Want to Play Office?

VlDEO CASE: "Whose Side Are You On?" Creatmg a Public Service Ad Campaign

CHAPTER20 The Campaign Plan

Where's Your Mustache?

The Structure of a Campaign Plan

Situadon Analysis

SWOTAnalysis

Campaign Strategy

Objectives Targeting Pasitioning The

Appropriation

Marketing Communication Activities

Creative Theme Creative Strategy and Tactics Media Plan

Other Marketing Communicatim Activities

Phases of a Campaign

The Next Phase

Evaluation

Summary

CHAPTER21 Evaluative Research

Everyone Is the Same at GM

Evaluative Research Suppliers and Methods

Memory Tests

Recall Tests Recognition Tests

Persuasion Tests

Types ofPersuasion Tests Assessing Persuasion Tests

Direct-Response Counts

Communcation Tests

Focus Groups

Physiological Tests

Assessmg Physiologual Tests

Frame-by-Frame Tests

AAssessing Frame--by-Frame Tests

In-Market Tests

Simvlated Test Markets Single-Source Data

Implications of Evaluative Research

Summary

VlDEO CASE: "Perfect" Navy by Cwer Girl

PART Vi MlSCELLANEOUS ADVEJBTlSNG

CHAPTER22 Rstail and Btusiness-to-Business Advertising

A Store Withcut a Store

Retail Advertising

Retail Advertising versw Netional Advertising Cooferatwe Advertising

Types ofRctau Advertising Trends in Retailing Creating the Rerail

Ad

Buying and Selling Local Media

Retail Media Strategy Media Altematives Retail Markel ResMrch

Business-to-Business Advertising

Types of Business-to-Bwmess Advertising Busmess vsrsus Consumer Marketing

Bwiness-to-Bwiness Advertising Objectives Creuting Business-to-Bvsiness Ads

Business-to-Busmess Advertising Media

General Business and Tradc Publications Directyry Adverttsing Direct

Mprketing Ccnsumer Media Recent Trends in Medie Services Does Busimss

Advertising Siill?

Smmary

CAE STUDY: SadioShack Has the Ansisen

VlDEO CASE; Price Cbopper: "Best Fwds/Best Price"

CHAPTER23 International Advertising

Intemadonal Marketmg

Evelution of Global Marketing

The Global Perspective

GlobalBrands The Global Debats and Advertising Open Market: and

Regulations

Intemadonal Managemenc

LingM Franca Strategic Plan Budget Control

Structure of Intemational Advertising

Organizingfor Inunnational Advertising,

Intemational Advertising Campaigns

Centrally Controlled Campaigns Hvw Well Does Advertising Cross

Borders? Mediafor Imemational Campaigns Execution of Intemational

Campaigns

Special Intemational Considerations

Customs and Culture Time Inertia Resistance Rejection and Politics

Summary

INTERNATIONAL CASE STUDY: The Train That Runs Through It

VlDEO CASE: Golden Arches in Moscow

Appendix: Careers in Advertising

Glossary

Credits

Index

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