INSEAD Library

Includes bibliographical references and index

Digitized

PREFACE PART ONE 1 INTRODUCTION xi 1 3 THE FIELD OF ADVERTISING MANAGEMENT the advertiser 5 facilitating institutions 10 perspectives on advertising 21 summary 24 discussion questions 25 notes 26 2 ADVERTISING PLANNING AND DECISION MAKING planning framework 29 marketing program 34 segmentation strategy 37 market structure analysis 42 reaching and communicating with markets 50 28 competition 54 facilitating agencies 55 social and legal factors 56 summary 56 discussion questions 58 notes 59 3 THE BUDGET DECISION marginal analysis 61 budgeting decision rules 64 market experimentation and budgeting 69 regression analysis and budgeting 75 summary 79 appendix 79 discussion questions 81 notes 82 60 Case for Part One: Pacific Telephone and Telegraph Company PART TWO 4 84 89 91 OBJECTIVE SETTING AND MARKET POSITIONING SETTING ADVERTISING OBJECTIVES advertising objectives 91 DAGMAR 107 general suggestions on implementation 114 case studies 116 contributions of DAGMAR 119 challenges to DAGMAR 119 DAGMAR mod II 122 what hierarchy level should be addressed? 123 summay 128 discussion questions 129 regional brand of beer 130 cranberries 130 notes 131 5 IMAGE AND COMPETITlVE POSITION positioning strategies 134 determining the positioning strategy 141 summary 153 discussion questions 157 notes 158 133 Contents vii 6 ATTITUDE AND MARKET STRUCTURE attitude components and measurement 160 importance of attributes 168 identifying important attributes 169 attitude models 176 model evaluation 185 segmentation revisited 189 a normative model 192 summary 194 discussion questions 196 notes 197 7 PRECIPITATING ACTION: BEHAVIORAL OBJECTIVES short-term sates or market share as an objective 201 behavioral measures: refining the sales measure 208 other behavioral measures 213 summary 218 discussion questions 219 notes 219 Case for Part Two: Canada Packer-Tenderflake PART THREE 220 200 159 COMMUNICATIONS, PERSUASION, AND MARKET PROCESSES 231 8 THE ADVERTISING COMMUNICATION SYSTEM AND PERCEPTION 233 a model of the advertising communication system 233 perception process 236 interpretation 249 summary 260 discussion questions 261 notes 262 9 PERSUASION AND ATTITUDE CHANGE the persuasion matrix 265 source factors 267 message factors 271 cognitive consistency, conflict, and attitude change 289 low-involvement learning and consumer information processing 295 summary 298 discussion questions 300 notes 301 264 viii Contents 10 DIFFUSION AND PERSONAL INFLUENCE the personal influence audit 305 research on diffusion and personal influence 313 strategy and tactics 321 summary 324 discussion questions 326 notes 326 Case for Part Three: Perdue Foods PART FOUR 11 COPY DECISIONS 328 337 339 304 CREATING AND PRODUCING COPY copy alternatives and creative styles 341 creative approaches and styles 345 the creation and production process 360 how many copy alternatives to generate? 372 summary 381 discussion questions 383 notes 384 12 COPY TESTING rationale for copy testing 388 types of copy testing 392 selecting copy tests 400 summary 406 discussion questions 408 notes 408 387 Case for Part Four: Levi Strauss and Co. PART FIVE 13 MEDIA DECISIONS 410 419 421 DEVELOPING THE MEDIA PLAN counting exposure 423 the segmentation effect 425 the 1979 McDonald's media plan 426 the media option source effect 428 repetition 429 MEDIAC' 432 ADMOD' 437 determining the budget constraint * 443 the copy decision * 443 toward a more comprehensive mode1 444 summary 445 discussion questions 446 notes 448 Contents ix 14 MEDIA RESEARCH measuring exposure 450 media option source effect 457 repetition and forgetting 467 summary 476 discussion questions 4 77 notes 479 Case for Part Five: Conn-Crest Company PART SIX 15 480 489 491 449 ECONOMIC, SOCIAL, AND LEGAL CONSTRAINTS THE SOCIAL AND ECONOMIC EFFECTS OF ADVERTISING a structuring of the issues 492 nature and content of advertising 493 effects of values and life-styles 500 economic effects of advertising 505 advertising and competition 508 summary 516 discussion questions 518 notes 519 16 ADVERTISING REGULATION history of federal regulation of advertising 523 what is deceptive advertising? 524 determining deception using advertising research 531 advertising substantiation 534 remedies 535 self-regulation 537 summary 538 discussion questions 539 notes 541 INDEX 522 543