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The Advertising Business


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Table of Contents

Introduction - John Philip Jones The Advertising Business PART ONE: HOW AGENCIES OPERATE Agency Management - Eric Mower Some Secrets The Account Executive in an Advertising Agency - Jay Quinn Account Planning - Nicholas Staveley A British Perspective Account Planning - Damian O'Malley An American Perspective The Advertising Creative Process - Jeremy Bullmore The Art Director - John L Sellers Budgeting for Advertising and the Advertising-Intensiveness Curve - John Philip Jones Advertising Media - Carla V Lloyd A Changing Marketplace The Media Buyer in the Advertising Agency - Debra L Merskin Advertising Agency Compensation Systems - Rana S Said New Business Activity - Randall Rothenberg Account Reviews The Culture of an Advertising Agency - John Philip Jones PART TWO: CREATIVE ASPECTS Strategy in Advertising - John Philip Jones Television Advertising - Herbert E Krugman Learning without Involvement Humor in Television Advertising - Jeremy Bullmore A Practitioner's View Humor in Television Advertising - Paula Pierce A Researcher's View Celebrities in Advertising - Abhilasha Mehta Emotion and Advertising - Esther Thorson Hierarchies of Effect - John Philip Jones Advertising Theories Cognitive Dissonance and Selective Perception - Carri Brown, Betzi-Lynn Hanc and Nujchayada Pangsapa Their Relevance to Advertising The Creative Characteristics of Successful Television Advertising - John Philip Jones Comparative Advertising - Jan S Slater The Unique Selling Proposition and Usage-Pull - John Philip Jones Truth and Weasels - David Ogilvy Television Production Costs - Jan S Slater PART THREE: MEDIA ASPECTS Media-Medium-Mediorum - Stephen P Phelps Media Definitions Television Advertising - Erwin Ephron Continuity Scheduling (Advertising without Gaps) What Does Effective Frequency Mean Today? - John Philip Jones Barter Syndication - Brian Philip Webster Cable Television - Jeremiah L Rosen, Laura A York and Aileen (Shih-I) Ku PART FOUR: SALES PROMOTIONS AND SPECIALIST MEDIA Trends in Promotions - John Philip Jones Integrated Marketing Communications and How It Relates to Traditional Media Advertising - Don E Schultz Integrated Marketing Communications in Practice - John Deighton A Roadmap to On-line Marketing Strategy - Rex Briggs Direct Marketing - Sidney C Liebenson Direct-Response Advertising - Emily Soell Creative Principles Promotions and Advertising - John Philip Jones Comparison of Effectiveness Specialty Advertising - William H Bolen Event Marketing - Shirley F Taylor and Peggy H Cunningham Sports Advertising and the Super Bowl - Rick Burton Business-to-Business Advertising - Beth E Barnes Product Packaging - Jan S Slater The Silent Salesman Public Relations and Advertising - Ian R Bruce PART FIVE: LEGISLATION AND ETHICS The Supreme Court of the United States and the First Amendment Protection of Advertising - Jay B Wright Ethics of Advertising - Peggy H Cunningham Oxymoron or Good Business Practice?

About the Author

John Philip Jones entered academe in 1981 after a 25-year career in advertising with J. Walter Thompson in Europe, is a tenured Professor in the Newhouse School at Syracuse University, and was Chairman of the Advertising Department for seven years. He has published ten books on advertising and numerous journal articles, and his work has been translated into German, Spanish, Japanese, Korean, Chinese, Portuguese, Turkish and Arabic. In 1991, John Philip Jones was named by the American Advertising Federation as the Distinguished Advertising Educator of the Year. In the same year he became a member of the Council of Judges of the Advertising Hall of Fame. In 1994, he was elected a member of the National Advertising Review Board. In 1996, he received a major award from Cowles Business Media and the American Association of Advertising Agencies for leadership in the media field. There were two prize winners, the other being NBC Sports. He received the Telmar Award in 1997, for extending the concept of Short-Term Advertising Strength (STAS) from television to print media. In 2001, he received the Syracuse University Chancellor's Citation for Exceptional Academic Achievement.

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