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The Advertising Business
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The Advertising Business
Operations, Creativity, Media Planning, Integrated Communications

First Edition

February 1999 | 560 pages | SAGE Publications, Inc

"A significant one-volume reference on the business of advertising, this work is recommended for undergraduate through professional collections."
—R.R. Attison, CUNY College of Staten Island 

"John Philip Jones belongs to an elite group of intellectual adventurers searching for true meaning in an increasingly complex communication industry. Anyone involved in understanding how brands are born and nurtured should follow his work with keen interest."
--Andy Fenning, J. Walter Thompson, New York

John Philip Jones, best-selling author of What's in a Name? Advertising and the Concept of Brands and When Ads Work: New Proof That Advertising Triggers Sales, has edited an authoritative handbook of successful advertising procedures. All aspects of the business—creativity, media planning, operations, and specialty advertising—are fully represented in this comprehensive volume. Chapter authors reflect on a global mix of academic and professional backgrounds, and include David Ogilvy, Don E. Schultz, John Deighton Randall Rothnberg, Herbert Krugman, and John Philip Jones himself. Most chapters have been specifically written for this volume, and are complemented by a few adaptations of classic articles. The result is a single knowledge bank of theory and practice for advertising students and professionals. This handbook is part of a series of edited by John Philip Jones, when complete, will comprise a complete library of essential advertising theory and practice. How Advertising Works has already been published; future volumes will address the key topics of brand building and multinational advertising.


John Philip Jones
Introduction
The Advertising Business

 
 
PART ONE: HOW AGENCIES OPERATE
Eric Mower
Agency Management
Some Secrets

 
Jay Quinn
The Account Executive in an Advertising Agency
Nicholas Staveley
Account Planning
A British Perspective

 
Damian O'Malley
Account Planning
An American Perspective

 
Jeremy Bullmore
The Advertising Creative Process
John L Sellers
The Art Director
John Philip Jones
Budgeting for Advertising and the Advertising-Intensiveness Curve
Carla V Lloyd
Advertising Media
A Changing Marketplace

 
Debra L Merskin
The Media Buyer in the Advertising Agency
Rana S Said
Advertising Agency Compensation Systems
Randall Rothenberg
New Business Activity
Account Reviews

 
John Philip Jones
The Culture of an Advertising Agency
 
PART TWO: CREATIVE ASPECTS
John Philip Jones
Strategy in Advertising
Herbert E Krugman
Television Advertising
Learning without Involvement

 
Jeremy Bullmore
Humor in Television Advertising
A Practitioner's View

 
Paula Pierce
Humor in Television Advertising
A Researcher's View

 
Celebrities in Advertising

Abhilasha Mehta
Esther Thorson
Emotion and Advertising
John Philip Jones
Hierarchies of Effect
Advertising Theories

 
Carri Brown, Betzi-Lynn Hanc and Nujchayada Pangsapa
Cognitive Dissonance and Selective Perception
Their Relevance to Advertising

 
John Philip Jones
The Creative Characteristics of Successful Television Advertising
Jan S Slater
Comparative Advertising
John Philip Jones
The Unique Selling Proposition and Usage-Pull
David Ogilvy
Truth and Weasels
Jan S Slater
Television Production Costs
 
PART THREE: MEDIA ASPECTS
Stephen P Phelps
Media-Medium-Mediorum
Media Definitions

 
Erwin Ephron
Television Advertising
Continuity Scheduling (Advertising without Gaps)

 
John Philip Jones
What Does Effective Frequency Mean Today?
Brian Philip Webster
Barter Syndication
Jeremiah L Rosen, Laura A York and Aileen (Shih-I) Ku
Cable Television
 
PART FOUR: SALES PROMOTIONS AND SPECIALIST MEDIA
John Philip Jones
Trends in Promotions
Don E Schultz
Integrated Marketing Communications and How It Relates to Traditional Media Advertising
John Deighton
Integrated Marketing Communications in Practice
Rex Briggs
A Roadmap to On-line Marketing Strategy
Sidney C Liebenson
Direct Marketing
Emily Soell
Direct-Response Advertising
Creative Principles

 
John Philip Jones
Promotions and Advertising
Comparison of Effectiveness

 
William H Bolen
Specialty Advertising
Shirley F Taylor and Peggy H Cunningham
Event Marketing
Rick Burton
Sports Advertising and the Super Bowl
Beth E Barnes
Business-to-Business Advertising
Jan S Slater
Product Packaging
The Silent Salesman

 
Ian R Bruce
Public Relations and Advertising
 
PART FIVE: LEGISLATION AND ETHICS
Jay B Wright
The Supreme Court of the United States and the First Amendment Protection of Advertising
Peggy H Cunningham
Ethics of Advertising
Oxymoron or Good Business Practice?

 

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