內容介紹
廣告（第四版）
本書作者WilliamWells是美國明尼蘇達大學新聞與傳媒學院廣告學
教授，工業界中市場學理論朗權威之一。John Burnett是美國佛大學市
場學教授，致力於廣告效應和市場戰略的研究工作，並擔任多家著名企
業的顧問，曾多次獲得優秀教學獎。SandraMoriarty是美國科羅拉多州博
爾德大學市場學教授，致力於市場變化的分析研究和市場信息交流理論
的創立工作。
廣告學是一門新興學科。本書從廣告的基礎和環境、廣告的背景、
規劃和戰略、廣告的媒體、廣告的製作、廣告的操作等六方面將現實生
活中五彩繽紛的廣告世界歸納提煉，闡述了廣告學的基本原理，同時介
紹了最新或正在發展中的理論，並涉及到一些相關學科的基本內容（如
市場學、心理學、人口統計學等）。書中列舉了大量實例，包括許多著
名企業的經營戰略，幫助讀者加深對基本理論的理解。
本書在內容上有幾個顯著特點：（1）把大量廣告工作者的實際經驗歸
納總結，溶合到廣告學理論中去；（2） 重點介紹市場和信息的相互關係；
（3）強調先進通訊技術對廣告效應和形式的影響，著眼於21世紀的發展戰
略等。全書深入淺出，力求嚴密性和可讀性的統一，每章結尾都附有思
考題、小組討論題、推薦參考書以及實例分析。本書是一本很好的供工
商管理學院師生學習的教材，同時也是企業經營決策階層、廣告部門的
參考書籍。
作品目錄
OVERVIEWPreface 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
