| Introduction |
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1 | (4) |
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Chapter 1 From Advertising to Marketing |
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5 | (20) |
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5 | (1) |
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Do all companies or organizations use advertising? |
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6 | (1) |
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How do they come up with the ideas for advertising? |
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7 | (3) |
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Is there more than one type of advertising? |
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10 | (1) |
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Is there a difference between advertising and marketing? |
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11 | (2) |
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What is the difference between public relations and advertising? |
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13 | (2) |
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Why has public relations become so central to marketing? |
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15 | (1) |
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16 | (1) |
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Why is branding so pervasive? |
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17 | (2) |
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Why is branding so important to consumers? |
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19 | (2) |
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What is the goal of advertising? |
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21 | (1) |
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How do advertisers get us to buy their products? |
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21 | (1) |
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Can advertisers get us to buy a product that we don't want? |
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22 | (3) |
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Chapter 2 The Business of Advertising |
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25 | (30) |
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What is the economic impact of advertising? |
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25 | (1) |
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How much money is spent on advertising in the United States? |
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26 | (1) |
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What about worldwide spending? |
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26 | (1) |
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Who is the biggest advertiser? |
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27 | (3) |
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Who are other predominant advertisers? |
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30 | (2) |
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What are the most advertised brands in the United States? |
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32 | (1) |
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What is the relationship between advertising and the media? |
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32 | (5) |
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How is advertising spending distributed across different media formats, such as television, print, and digital? |
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37 | (1) |
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What is the impact of digital media on advertising spending? |
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38 | (1) |
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How much does advertising cost? |
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38 | (2) |
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Why is advertising so expensive? |
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40 | (1) |
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How do advertising agencies make money? |
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41 | (2) |
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Who pays the advertising agency? |
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43 | (1) |
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Who are the major media companies that depend on advertising revenue? |
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43 | (3) |
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Are media still heavily dependent on advertising? |
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46 | (1) |
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How are television networks making up the advertising revenue lost to digital media? |
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47 | (2) |
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How is the advertising business structured? |
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49 | (2) |
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How much time do we spend with media and why does that matter? |
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51 | (4) |
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Chapter 3 Consumer Behavior |
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55 | (32) |
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What is consumer behavior? |
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55 | (1) |
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When did advertising become based in psychology? |
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56 | (3) |
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How do advertisers discover these consumer insights? |
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59 | (5) |
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How do we decide what to buy? |
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64 | (2) |
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What influences our purchase choices? |
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66 | (1) |
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66 | (1) |
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What are some of the key demographic cohorts? |
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67 | (8) |
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Are women more important to advertisers than men? |
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75 | (1) |
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76 | (3) |
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Why do advertisers break up the population into groups? |
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79 | (2) |
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Is that why media are designed for different audiences? |
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81 | (1) |
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What are target audiences? |
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81 | (1) |
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Do marketers only want to reach buyers? |
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82 | (2) |
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What is the ultimate goal of prying into our personal lives? |
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84 | (3) |
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87 | (30) |
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What constitutes good advertising? |
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87 | (1) |
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What are some examples of good advertising? |
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87 | (1) |
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Is there a best commercial of all time? |
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88 | (1) |
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What is the process for deconstructing an ad so I can analyze it myself? |
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89 | (3) |
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What are the three elements of advertising? |
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92 | (1) |
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How does a company decide on a competitive strategy? |
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92 | (2) |
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How does targeting get translated into creative executions? |
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94 | (2) |
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96 | (3) |
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Who is responsible for creating advertising? |
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99 | (1) |
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How do marketers decide what to put in an ad? |
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99 | (1) |
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What exactly is contained in a creative brief? |
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99 | (1) |
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Can you give some creative case studies demonstrating the path from problem to execution? |
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100 | (5) |
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Are there standard formats for print advertising? |
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105 | (1) |
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105 | (2) |
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How is creative execution changing because of digital marketing? |
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107 | (2) |
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What other new strategies have gained popularity because of digital? |
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109 | (1) |
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What is lifestyle branding and how does that affect execution? |
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109 | (1) |
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What is experiential marketing? |
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110 | (3) |
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What do you mean by influencers? |
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113 | (1) |
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Is creating controversy a good creative strategy? |
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113 | (1) |
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What is the most important thing an ad has to do? |
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114 | (1) |
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I've heard that using animals and babies is the best way to get attention. Is that still true? |
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114 | (1) |
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115 | (2) |
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Chapter 5 Advertising and Society |
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117 | (32) |
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What is the leading criticism against advertising? |
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117 | (1) |
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How does advertising impact television programming? |
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118 | (1) |
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Do we really see thousands of ads every day? |
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118 | (1) |
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So how much advertising do we see? |
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119 | (1) |
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Can companies lie in advertising? |
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120 | (1) |
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What if an advertiser gets caught in a lie? |
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121 | (1) |
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What if the ad isn't lying, but it's not really honest either? |
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122 | (2) |
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What are some of the underlying assumptions of advertising and what are its consequences? |
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124 | (1) |
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Is there any way for companies to work outside of the quarterly reporting system? |
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125 | (1) |
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Why should we be particularly concerned about the impact of advertising on children? |
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125 | (1) |
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Why has marketing to children proliferated? |
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126 | (1) |
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How are children marketed to? |
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127 | (2) |
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What is the interconnection among women, body image, and advertising? |
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129 | (4) |
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Does marketing affect social institutions in addition to individuals? |
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133 | (1) |
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How does marketing change the way we think about universities and what is the impact on higher education? |
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134 | (3) |
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What is the impact of marketing on religion? |
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137 | (3) |
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Why do marketers use philanthropy to get us to buy? |
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140 | (1) |
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How does promoted philanthropy play out in the marketplace? |
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141 | (1) |
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Is this cause-related marketing? |
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142 | (2) |
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How is advertising used in politics? |
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144 | (2) |
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Can emotions, specifically happiness, be marketed? |
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146 | (1) |
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Why do we have a fascination with hoarders? |
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146 | (3) |
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Chapter 6 Media: Advertising's Everywhere |
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149 | (32) |
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How do marketers decide where to advertise? |
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149 | (1) |
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149 | (3) |
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What is the difference between media planners and media buyers? |
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152 | (1) |
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What are the different types of media that advertisers use? |
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152 | (1) |
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Which medium is the most important for advertisers? |
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153 | (1) |
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How do media planners know who watches a TV show? |
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154 | (1) |
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How do media planners know who reads a particular magazine? |
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155 | (1) |
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Are there other considerations beyond where to place the advertising? |
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156 | (1) |
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What determines the cost of a TV ad? |
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157 | (1) |
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Is cost determined differently with other media? |
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158 | (1) |
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Why is there a difference between broadcast and cable television advertising? |
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158 | (2) |
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How does the difference between broadcasting and cable affect how commercials are purchased? |
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160 | (2) |
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162 | (1) |
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How has advertising changed with the introduction of digital technologies? |
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162 | (1) |
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What is paid, owned, and earned media? |
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163 | (1) |
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163 | (1) |
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How does big data relate to ad sales? |
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164 | (1) |
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165 | (1) |
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What is programmatic media buying? |
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165 | (1) |
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How did the transition to programmatic occur? |
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166 | (3) |
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What is the interrelationship among data brokers, ad exchanges, and programmatic buying? |
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169 | (4) |
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Doesn't this mean that the content no longer matters? |
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173 | (1) |
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Are there other media that advertisers use in addition to television, print, and digital? |
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174 | (1) |
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What is product placement exactly and why is it so important to understand? |
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174 | (2) |
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Do we perceive product placement the same way we look at commercials? |
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176 | (1) |
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How does product placement work online? |
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177 | (1) |
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So if digital advertising, and particularly product seeding, is so effective, why do advertisers still use other media? |
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178 | (1) |
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Can we expect advertising to continue to be wherever the eye can see? |
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179 | (2) |
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Chapter 7 Advertising in the Digital Age |
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181 | (36) |
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How come ads seem to follow me around the Internet? |
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181 | (1) |
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And how can ads follow me from one device to another? |
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181 | (2) |
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When I am being tracked, do marketers really know that it is me by name? |
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183 | (2) |
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Can advertisers connect my online activity with what I do in the real world? |
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185 | (1) |
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What are the other issues associated with big dab? |
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186 | (3) |
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Is there a way to stop marketers from tracking me? |
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189 | (1) |
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189 | (1) |
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What is stealth marketing and why has it proliferated? |
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190 | (1) |
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What is native advertising? |
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190 | (1) |
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Can you give some examples of in-feed ads? |
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191 | (2) |
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Who uses custom native advertising and what does it look like? |
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193 | (2) |
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But aren't native ads obvious? |
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195 | (1) |
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So how can we know that an article or video is advertising? |
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196 | (1) |
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How pervasive is native advertising? |
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197 | (1) |
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Are there any regulations for native advertising? |
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197 | (1) |
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What is the difference between native ads and content marketing? |
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198 | (3) |
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Is there a way to spot content marketing? |
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201 | (2) |
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Are there other forms of stealth marketing we might not be aware of? |
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203 | (1) |
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Is social media connected to the success of this format? |
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203 | (3) |
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Why does some content go viral? |
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206 | (2) |
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What is real-time marketing? |
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208 | (1) |
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208 | (1) |
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209 | (1) |
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What is the connection between social media and customer relationship marketing? |
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210 | (1) |
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How is this affecting advertising on legacy media? |
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211 | (1) |
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What are the consequences of digital advertising on content? |
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212 | (1) |
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Is this the end of the free Internet? |
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213 | (1) |
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What is the future of advertising apt to look like? |
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214 | (3) |
| Appendix |
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217 | (6) |
| Index |
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223 | |
Lisainfo e-raamatute kohta