廣告學(xué)

前言

　　In 2003， when we launched the third edition of this book with a new title： Advertising and Integrated Brand Promotion， some people questioned that title： "Isnt it sup- posed be Advertising and Integrated Marketing Communication？" We were convinced back then and we are even more committed now to the proposition that advertisers and agencies alike are focused on the brand and integrated brand promotion （IBP） and that integrated marketing communication （IMC） was really a thing of the past and was probably the wrong term in the first place. We believe that our perspective has proved to be correct. Advertising and promotion is all about the brand， and practitioners are pursing brand awareness and competitive advantage with an ever- expanding array of advertising and promotion brand-building techniques——all of which we are proud and excited to present to yon here in Advertising and Integrated Brand Promotion， 5e.　　One point we want to make emphatically. Advertising and Integrated Brand Promotion， 5e remains the most current and forward thinking book on the market. Since the launch of the first edition in 1998， we have alerted students to leading edge issues and challenges facing the advertising and promotion industries. We were the first to devote an entire chapter to the Internet as an advertising medium （1998）; the first to alert students to the "dot-corn" agency incursion on traditional advertising structure （2000）; the first to raise the issue of consumers seeking and seizing control of their personal communications environment （2003）; and the first to highlight blogs and DVP， s and the role they play in disseminating （or blocking） information about brands （2006）.

內(nèi)容概要

　　《廣告學(xué)》第五版是市場上此類書籍中內(nèi)容最新、思想最為成熟的書籍。作者本著高度的責(zé)任感，從一系列學(xué)術(shù)性出版物和貿(mào)易出版物當(dāng)中尋求與廣告有關(guān)的最傳統(tǒng)和最新的當(dāng)代思想。作為整合品牌建立過程中的一部分，廣告在第五版本中受到了更多的重視?！稄V告學(xué)（第5版）》涵蓋了一套完整的廣告和促銷工具，其中包括廣告主在對等交流環(huán)境下面臨的眾多機遇?！稄V告學(xué)（第5版）》精彩的案例和精美的印刷都將為您增添學(xué)習(xí)的樂趣。

書籍目錄

第一部分 過程：商業(yè)與社會中的廣告與整合品牌促銷第1章 廣告的世界與整合品牌促銷第2章 廣告產(chǎn)業(yè)的結(jié)構(gòu)：廣告客戶、廣告代理公司、傳媒公司以及支持性組織第3章 促銷與廣告品牌的演變第4章 廣告與促銷的社會、倫理及法規(guī)層面第二部分 策劃：分析廣告與整合品牌促銷的環(huán)境第5章 廣告、整合品牌促銷與消費者行為第6章 市場細分、定位與價值主張第7章 廣告與促銷研究第8章 廣告與整合品牌促銷策劃第9章 廣告策劃：國際視角第三部分 在傳統(tǒng)媒體和新媒體中投放信息第10章 廣告與整合品牌促銷的媒體戰(zhàn)略和媒體策劃第11章 媒體策劃：報紙、雜志、電視和廣播第12章 媒體策劃：互聯(lián)網(wǎng)上的廣告與整合品牌促銷第四部分 整合品牌促銷第13章 促銷、銷售點廣告與支持性媒體第14章 活動贊助、植入式廣告與品牌化娛樂第15章 整合直復(fù)營銷與人員推銷第16章 公共關(guān)系、權(quán)力營銷與企業(yè)廣告術(shù)語表

章節(jié)摘錄

　　Building and Maintaining Brand Loyalty within the Trade. It might not seem as if wholesalers， retailers， distributors， and brokers would be brand loyal， but they will favor one brand over others given the proper support from a manufacturer. Advertising and particularly advertising integrated with other brand promotions is an area where support can be given. Marketers can provide the trade with sales training programs， collateral advertising materials， point-of-purchase advertising displays， premiums （giveaways like key chains or caps）， and traffic-building special events. Exide， the battery company， spends several million dollars a year to be the official battery of NASCAR racing. Mike Dever， Exides vice president of marketing and product management， explains： "Both our distributors and our distributors customers， for the most part， are race fans so its the place we want to be."　　Also， remember that trade buyers （retailers， wholesalers， distributors， brokers） can be key to the success of new brands or brand extensions， as we pointed out earlier in the discussion of the trade market as a target audience. Marketers have little hope of successfully introducing a brand if there is no cooperation in the trade channel among wholesalers and retailers. This is where IBP as a factor in advertising becomes prominent. This is because the trade is less responsive to advertising messages than they are to other forms of promotion. Direct support to the trade in terms of displays， contests， and personal selling combined with advertising in an IBP program helps ensure the success of a brand. Research also shows that retailer acceptance of a brand extension is key to the success of the new product.23 The Role of Advertising in Market Segmentation， Differentiation， and Positioning. The third role for advertising in marketing is helping the firm implement market segmentation， differentiation， and positioning.　　Market segmentation is the process of breaking down a large， widely varied （heterogeneous） market into submarkets， or segments， that are more similar （homogeneous） than dissimilar in terms of what the consumer is looking for. Underlying the strategy of market segmentation are the facts that consumers differ in their wants and that the wants of one person can differ under various circumstances. The market for automobiles can be divided into submarkets for different types of automobiles based on the needs and desires of various groups of buyers. Identifying those groups， or segments.

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