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

Front Cover
John Philip Jones
SAGE, Feb 10, 1999 - Business & Economics - 548 pages
"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.
 

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Contents

The Advertising Business
1
Some Secrets
17
The Account Executive in an Advertising Agency
29
Account Planning
35
The Art Director
61
Budgeting for Advertising
77
A Changing Marketplace
89
The Media Buyer in the Advertising Agency
101
Continuity Scheduling
273
What Does Effective Frequency Mean Today?
285
Barter Syndication
299
Cable Television
309
Trends in Promotions
321
Integrated Marketing Communications in Practice
339
A Road Map to OnLine Marketing Strategy
357
Direct Marketing
375

Advertising Agency Compensation Systems
111
Account Reviews
121
The Culture of an Advertising Agency
133
John Philip Jones
153
Learning Without Involvement
165
A Practitioners View
175
Celebrities in Advertising
193
Emotion and Advertising
209
Advertising Theories
219
The Creative Characteristics
235
Comparative Advertising
241
The Unique Selling Proposition and UsagePull
249
Television Production Costs
257
Media Definitions
269
Creative Principles
389
Comparison of Effectiveness
403
Specialty Advertising
415
Event Marketing
425
Sports Marketing and the Super Bowl
437
BusinesstoBusiness Advertising
453
The Silent Salesman
463
Public Relations and Advertising
473
The Supreme Court of the United States
487
Oxymoron or Good Business Practice?
499
Name Index
515
Subject Index
521
About the Contributors
537
Copyright

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About the author (1999)

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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