The Practice of Advertising To Jan, always The Practice of Advertising Edited by Adrian R. Mackay Fifth edition AMSTERDAM ● BOSTON ● HEIDELBERG ● LONDON ● NEW YORK ● OXFORD PARIS ● SAN DIEGO ● SAN FRANCISCO ● SINGAPORE ● SYDNEY ● TOKYO Elsevier Butterworth-Heinemann Linacre House, Jordan Hill, Oxford OX2 8DP 30 Corporate Drive, Burlington, MA 01803 First published 1978 Reprinted 1981 Second edition 1983 Reprinted 1984, 1985, 1986 Third edition 1990 Reprinted 1990, 1993 Fourth edition 1995 Reprinted 1996, 2001 Fifth edition 2005 Copyright © 2005, Elsevier Ltd. All rights reserved No part of this publication may be reproduced in any material form (including photocopying or storing in any medium by electronic means and whether or not transiently or incidentally to some other use of this publication) without the written permission of the copyright holder except in accordance with the provisions of the Copyright, Designs and Patents Act 1988 or under the terms of a licence issued by the Copyright Licensing Agency Ltd, 90 Tottenham Court Road, London, England W1T 4LP. Applications for the copyright holder’s written permission to reproduce any part of this publication should be addressed to the publisher Permissions may be sought directly from Elsevier’s Science & Technology Rights Department in Oxford, UK: phone: (ϩ144) 1865 843830, fax: (ϩ144) 1865 853333, e-mail: [email protected]. You may also complete your request on-line via the Elsevier homepage (http://www.elsevier.com), by selecting ‘Customer Support’ and then ‘Obtaining Permissions’ British Library Cataloguing in Publication Data A catalogue record for this book is available from the British Library Library of Congress Cataloguing in Publication Data A catalogue record for this book is available from the Library of Congress ISBN 0 7506 6173 9 For information on all Elsevier Butterworth-Heinemann publications visit our website at http://books.elsevier.com Typeset by Newgen Imaging Systems (P) Ltd, Chennai, India Printed and bound in Great Britain Working together to grow libraries in developing countries www.elsevier.com | www.bookaid.org | www.sabre.org Contents List of Contributors xvii Preface xxiv 1 Marketing – and the Place of Advertising within It 1 Adrian R. Mackay Learning outcomes 1 1.1 What does marketing mean? 1 1.2 The marketing concept 3 1.2.1 Social marketing and the concept of value – a wider view of marketing 4 1.3 The marketing process 4 1.4 The changing marketing environment 4 1.4.1 Influencing consumer behaviour 7 1.5 Customers and their behaviour 7 1.6 The need for marketing research 9 1.6.1 Marketing information systems 9 1.6.2 How marketing research is organised 11 1.7 The ‘old’ marketing mix 12 1.7.1 Product 12 1.7.2 Price 12 1.7.3 Place 13 1.7.4 Promotion 13 1.8 The modern marketing mix 14 1.9 Strategic marketing planning 16 1.9.1 Corporate planning 16 1.10 Marketing communications 19 1.11 Choosing methods of communication 20 1.12 Summary 20 Notes 21 2 How Advertising Works 23 John Wilmshurst Learning outcomes 23 2.1 What is advertising? 23 2.2 The role of advertising in ‘selling’ 24 vi Contents 2.3 A history of theories 24 2.3.1 Starch 25 2.3.2 DAGMAR 25 2.4 What acts on whom – individuals and herds 28 2.4.1 Hedges 28 2.4.2 Longman 29 2.4.3 Joyce 30 2.4.4 Earls 31 2.5 Individuals’ reaction to advertising 32 2.5.1 Active consumers 35 2.5.2 Attitudes and beliefs 35 2.5.3 Cognitive dissonance 37 2.5.4 Cigarette advertising 38 2.6 King’s scale of immediacy 39 2.7 Incongruency and consistency 40 2.8 Towards a synthesis 40 2.9 Summary 42 Notes 42 3 Integrated Marketing Communications 44 Ian Linton Learning outcomes 44 3.1 Introduction 44 3.2 Integrated marketing communications in action 45 3.2.1 Broadening the market for a hi-fi system 45 3.2.2 Increasing traffic for a regional business airline 47 3.2.3 Developing sales of a regional fast food chain 49 3.3 The benefits of integration 50 3.3.1 Creative integrity 50 3.3.2 Consistency of messages 51 3.3.3 Unbiased recommendations 51 3.3.4 Better use of all media 52 3.3.5 Greater marketing precision 52 3.3.6 Operational efficiency 53 3.3.7 Cost savings 54 3.4 Evaluating the benefits of integrated marketing communications 55 3.5 Introducing an integrated marketing programme 55 3.5.1 Internal structure for integrated marketing 56 3.5.2 Selecting an agency 56 3.5.3 Selecting pilot projects or campaigns 57 3.6 Summary 57 Further reading 58 Contents vii 4 The Advertiser 59 Peter Beaumont Learning outcomes 59 4.1 Who or what is ‘the advertiser’? 59 4.1.1 The sole trader 61 4.1.2 The owner/manager 62 4.1.3 The committee 62 4.1.4 The sales and marketing manager 63 4.2 The value of the brief 64 4.3 Why use an agency? 65 4.4 So how should an advertiser choose an agency? 66 4.5 So what of the responsibility of the advertiser? 66 4.6 Why thank advertisers? 67 4.7 Summary 67 5 The Advertising Agency 69 Richard Mayer Learning outcomes 69 5.1 Introduction 69 5.2 The origin of the advertising agency 69 5.3 The evolution of the advertising agency 70 5.4 Types of advertising agency 74 5.4.1 Full-service agencies 75 5.4.2 Creative boutiques 76 5.4.3 Media independents 76 5.4.4 Interactive and e-commerce agencies 78 5.4.5 In-house agencies 78 5.5 The structure of a modern advertising agency 78 5.5.1 Account handling 78 5.5.2 Creative department 79 5.5.3 Planning department 82 5.5.4 Media 84 5.5.5 Production 84 5.5.6 Selecting an agency 85 5.6 The client brief 85 5.7 Agency remuneration 86 5.8 Managing client/agency relationships 89 5.9 Summary 90 Further reading 91 6 Media 92 Sangeet Kaur Chana Learning outcomes 92 6.1 Setting the scene 92 6.2 Television 95 viii Contents 6.2.1 Recent developments 96 6.2.2 Television as an advertising medium 98 6.2.3 Terrestrial channels 99 6.2.4 ITV1 101 6.2.5 Channel 4 103 6.2.6 Channel 5 (‘Five’) 104 6.2.7 Satellite and cable 105 6.2.8 Broadcast sponsorship 106 6.3 The press 107 6.4 Radio 111 6.5 Cinema 112 6.6 Outdoor advertising 113 6.6.1 Roadside advertising 113 6.6.2 Street furniture 113 6.6.3 Point of sale 113 6.6.4 Transport Media 114 6.6.5 Ambient media 114 6.7 The internet 115 6.8 Discussion points 116 6.9 Conclusions 116 6.10 Summary 117 Further reading 117 7 Advertising Creativity 118 Roger Stotesbury Learning outcomes 118 7.1 What is it? 118 7.2 The creative department 119 7.2.1 The creative director 119 7.2.2 The creative team 120 7.2.3 Freelancers 120 7.2.4 Creative services 120 7.3 Drivers of advertising creativity 121 7.3.1 Diverse agency styles 121 7.3.2 Different types of strategy 121 7.3.3 Emotional versus rational emphasis 122 7.3.4 Media synergy 122 7.3.5 Integration 122 7.3.6 Increased interactivity 122 7.4 Creating the creative idea 123 7.5 How do creative teams create? 125 7.5.1 Six tips on how to think creatively 126 7.6 Ten tips on how to judge creativity 127 Contents ix 7.7 Selling creativity 128 7.8 Discussion points 129 7.8.1 The importance of copy 129 7.8.2 The use of creative pitches 129 7.8.3 A role for the client? 130 7.8.4 The value of creativity 130 7.8.5 Working in the creative world 131 7.9 Summary 131 Further reading 131 8 Press Production 132 Mark Maguire Learning outcomes 132 8.1 Introduction 132 8.2 Tasks (technical breakout on pre-press and publication specifications) 133 8.2.1 Media booking 133 8.2.2 Estimating 134 8.2.3 Creative 134 8.2.4 Art buying 135 8.2.5 Account management 135 8.2.6 Traffic 135 8.2.7 Artwork 136 8.2.8 Pre-press 136 8.2.9 Approvals 145 8.2.10 Billing 146 8.3 Trends (the agency model now and the future?) 146 8.4 Trends (market pressures) 148 8.5 Case study 148 8.6 Summary 149 Useful links 150 9 TV, Radio and Cinema Production 151 Nigel Foster Learning outcomes 151 9.1 TV production 151 9.1.1 Pre-production for TV 152 9.1.2 The TV shoot 155 9.1.3 TV post-production stage 155 9.2 Cinema 156 9.3 Radio 156 9.4 Conclusions 156 9.5 Summary 156 x Contents 10 Printing 158 Leslie Claridge Learning outcomes 158 10.1 Introduction 158 10.2 Production processes 159 10.3 Original image production 159 10.4 Paper sizes 159 10.5 Desktop publishing 160 10.6 Pre-press 161 10.7 Process printing 162 10.8 Printing processes 163 10.9 Traditional processes 163 10.9.1 Offset lithography 163 10.9.2 Flexography 164 10.9.3 Gravure 165 10.9.4 Screen process 166 10.9.5 Letterpress 167 10.9.6 Digital printing 168 10.9.7 Colour printing 168 10.10 Post-press activities 170 10.11 Checklist for production issues 171 10.12 Summary 171 11 Advertising Planning and Budgeting 173 Martyn P.