11.1 How does advertising work?
207Frontends
21.2 What are advertisers?
208Parsing
31.3 A brief history of advertising
209Static filtering
41.4 Traditional media
210Ad selection
5Television
2116.4 Heavy-read storing patterns
6Radio
212RDBMS read replicas
7Online
213Local caching layer
8Domain names
214In-memory key-value NoSQL
9Product placements
215Managed wide-column NoSQL
10Print
2166.5 Static object storage
11Outdoor
2176.6 Advertising datastores
12Point-of-sale
2186.7 Metadata management store: (Unique) user profile store
13Novelties
2196.8 Context stores: Good candidates for context stores are:
14Celebrity endorsements
2206.9 Analytical store: Reporting/ dashboarding store
15Aerial
2216.10 Summary
161.5 New media approaches
2226.11 Questions
171.6 Rise in new media
223References: Figure Resource
181.6.1 Globalisation
2247.1 Integrated Marketing Communication (IMC) Definition
191.6.2 As a tool for social change
2257.1.1 IMC: Making an effect with Marketing Communication
201.6.3 In the music industry
2267.1.2 What Is Marketing Communication?
211.6.4 National Security
2277.1.3 The Promotion Mix: Marketing Communication Methods
221.6.5 Interactivity
228Advertising:
231.6.5 Industry
229Public relations (PR):
241.6.7 Youth
230Personal selling:
251.6.8 Political Campaigns in the United States
231Sales promotion:
261.6.9 Ethical issues in new media research
232Direct marketing:
27Observational research
233Digital marketing:
28Interactive research
234Guerrilla marketing:
29Survey and interview research
2357.1.4 The Objectives of promoting Communication
301.7 Regulation
2367.2 Marketing Campaigns and IMC: 7.2.1 The Marketing Campaign
311.8 Summary
2377.3 Advertising
321.9 Questions
2387.3.1 Pay to Play
33References: Figure Resource
2397.3.2 The Purpose of Advertising
342.1 Introduction
2407.3.3 Advantages and drawbacks of Advertising
352.2 Meaning of Promotion
2417.3.4 Developing Effective Ads: The Creative Strategy
361. Advertising:
2427.4 Public relations
372. Publicity:
2437.4.1 Public Relations: Getting Attention to shine Your Image
383. Personal Selling:
2447.4.2 The Purpose of PR
394. Sales Promotion:
2457.4.3 When to Use PR
402.3 Promotion- Definition, Purpose, and Importance
2467.4.4 Standard Public Relations Techniques
412.4 Concept of Promotion
2477.4.5 Advantages and disadvantages of PR
422.5 10 Important Characteristics
2487.4.6 Advantages of Public Relations
431. Reminding Act
249The opportunity to amplify key messages and milestones
442. Persuading Act
250Believable
453. Interpersonal Element
251Employee pride
464. Human Skill
252Engaging those who visit your site
475. Constant Activity
2537.4.7 Disadvantages of Public Relations
486. Information Transaction
254Cost.
497. Differentiating Act
255Lack of control.
508. Informing Act
256Missing the mark.
519. Marketing Tool
2577.5 Sales Promotion
5210. Customer Oriented
2587.5.1 Getting Action now
532.6 3 Specific Objectives
2597.5.2 Consumer advertisement Techniques
542.7 Nature
2607.5.3 Which sales promotions Work Best, and When?
551. Informative Process:
2617.5.4 Advantages and disadvantages of Sales Promotions
562. Persuasive Process:
2627.6 Personal Selling
573. Motivating Process:
263Personal Selling: People Power
584. Brand Switching:
264Common Personal Selling Techniques
595. Promotion is an Investment:
265When to Use Personal Selling?
606. Promotion is Directed Towards a Target Group:
266Advantages and disadvantages of personal Selling
617. Promotion requires Economics:
2677.7 Summary
628. it’s an Intelligence Process:
2687.8 Questions
632.8 4 Important types of Promotion
269References: Figure Resource
641. Information Promotion:
2708.1 International Marketing
652. Buyer Behaviour Modifications:
2718.2 International Advertising
663. Persuasive Promotion:
2728.3 Barriers Of International Advertising
674. Reminder Promotion:
2738.3.1 Culture
682.9 Main Purpose of Promotion
2748.3.2 Language
692.10 Social Aspects of Promotion
2758.3.3 Education
702.11 Strategy
2768.3.4 Government Regulations
71The Product:
2778.3.5 Advertisement in a foreign language
72The Buyer:
2788.3.6 Media Limitation
73The Company:
2798.3.7 International Advertising Helps In
74The Channel Choice:
2808.4 International Advertising Concept
752.12 Promotion Strategies
2818.5 The International Communication Process
761. Contests:
2828.6 Art Direction: 8.6.1 Cultural Considerations
772. Social Media:
2838.7 Advertising Communication System
783. Mail order Marketing:
2848.8 Efficacy – Effectiveness of Advertising on International Markets
794. Product Giveaways:
2858.8.1 International Advertising as a Business Practice
805. Point-of-Sale Promotion and End-Cap Marketing:
2868.8.2 Measuring Advertising Effectiveness
816. Customer Referral Incentive Program:
2878.9 Methodology
827. Causes and Charity:
2888.9.1 Message Strategy and Tactics
838. Branded Promotional Gifts:
2898.9.2 Media Strategy
849. Customer Appreciation Events:
2908.10 Standardisation Vis A Vis Localisation
8510. After-Sale Customer Surveys:
291Adaptation as a general tendency of the cross-national advertising literature
86Push Strategy:: Examples of Push Tactics:
2928.10.1 Change over time
87Pull Strategy:
2938.10.2 Adaptation to local contexts still needed
882.13 Methods of Promotional Funding
2948.10.3 Advertising strategy versus advertising execution
891. The objective and Task Method:
2958.10.4 Influence of product category on the degree of standardization Of international advertising
902. The Affordable Method:
296“I’M LOVIN’ IT”: an international Motto
913. The share of Sales Method:
297Axe Chocolate-man Ad Banned
924. The Competitive Parity Method:
298International Advertising As A Social Force
932.14 Summary
2998.11 Summary
942.15 Questions
3008.12 Questions
95References: Figure Resource
301References: Figure Resource
963.1 Introduction
3029.1 Meaning of advertising Ethics
97Trademarks:
3039.2 Meaning of Ethics
98Town criers:
3049.3 Meaning of Consumer Protection
99Sign-boards:
3059.4 Unethical Practises
10016th–18th centuries
306Puffery/Fraudulation:
10119th century
307Deceptiveness or falseness during a product:
1023.2 Advertising agencies
308Offensive and Nudity:
103Great Britain
309Persuading people to shop for products even not needed:
104United States
310Stereotypes:
105France
311Women used as sex symbols in advertisements:
1063.3 Since 1900: Global
312Children and adolescents as target groups:
107Since 1900: The United States and Canada
313Unhealthy Brand Comparisons:
108Canadian media market
3149.5 Guidelines Laid By IAE & ASCI
109Sex and psychology
3159.5.1 Guidelines By IAE
110Nudity
316Guideline 1
111Psychology
317Guideline 2
112Albert Lasker: Salesmanship in print
318Guideline 3
113On the radio from the 1920s
319Guideline 4
114The 1930s and World War II
320Guideline 5
115Postwar era
321Guideline 6
116Racial themes
322Guideline 7
117Tobacco
323Guideline 8
118Cable television from the 1980s
3249.5.2 Guidelines By ASCI
119On the net from the 1990s
325Chapter 1
1203.4 Restrictions on advertising
326Chapter 2
121Since 1900: Europe
327Chapter 3
122France
328Chapter 4
123Britain
3299.6 Self Regulation and Consumer Protection Laws
124Germany
3309.6.1 Self Regulation
125Italy
3319.6.2 Self-regulation by advertisers and agencies
126Oliviero Toscani
3329.6.3 Self Regulation by Trade Associations
127Since 1900: Asia and Africa
3339.6.4 Self-Regulation by Media
128Japan
3349.7 Laws concerning Consumer Protection
129China
3351, Drugs and Magic Remedies (Objectionable Advertisements) Act
130India
3362, The Cable Television Network Regulation Act and Rules:
131Developing world
3373, Food Safety and Standards Act, 2006:
132Mexico
3384. The Infant Milk Substitute, Feeding Bottles and Infant Foods (Regulation of Production, Supply, and Distribution) Act, 1992 and therefore the Infant Milk Substitute, Feeding Bottles, and Infant Foods (Regulation of Production, Supply, and Distribution) Amendment Act, 2002:
1333.5 Summary
3395. Cigarettes and other Tobacco Products (Prohibition of Advertisement and Regulation of Trade and Commerce, Production, Supply, and Distribution) Act, 2003:
1343.6 Questions
3409.8 Summary
135References: Figure Resource
3419.9 Questions: References
1364.1 Introduction to Integrated Marketing Communications
34210.1 Introduction
1374.2 The Shift from Fragmented to Integrated Marketing Communications
34310.2 Advertising professional does endure, don’t they?
1384.3 The Tools of Integrated Marketing Communications
34410.3 Meaning of Advertising Research
1394.4 Benefits of Integrated Marketing Communications
34510.4 Four Important Types of Advertising Research
1404.5 The Communication Process
346Type # 1. Product Appeal Research
1414.6 Audience Roles
347Type # 2. Advertising Message Research
1424.7 Consumer Perception of Communication
348(i) Copy testing
1434.8 Integrated Marketing Communications (IMC)
349(ii) Pre-testing
1444.9 Consumer Perceptions
350(iii) Portfolio tests
1454.10 The Outside-in Approach
351(iv) Consumer-jury tests
1464.11 The Inside-out Approach
352(v) Rating scale
1474.12 Cross-functional Strategic Approach
353(vi) Simulated Sales Test
1484.13 Loyalty
354(vii) Psychological Tests
1494.14 AIDA Model
355Type # 3. Advertising Media Selection Research
1504.15 History of the AIDA Model
356Type # 4. Advertising Effectiveness Research
1514.16 Improvements to the AIDA Model
357i. Coupon Research:
1524.17 Why Use an Integrated Marketing Communications Approach?
358a. Questionnaires Response:
1534.18 Making a case for IMC
359b. Designing the Market Tests:
1544.19 The Current Business Environment
36010.5 Applications
1554.20 Benefits of IMC
3611. Evaluating Advertising Effectiveness:
1564.21 Brand Strategy First, Then IMC
362Evaluation Provides Strategic Advantage:
1574.22 IMC Planning Process
363i. Cost:
1584.33 Role of IMC in branding
364ii. Research Problems:
1594.34 Summary
365iii. Disagreement over What to Test:
1604.35 Questions
366iv. Creativity Objections:
161References: Figure Resource
367v. Time:
1625.1 Definitions Provided by Philip Kotler, Rozer, Borton, and American Association of Advertising Agency
3682. When and What to Measure:
1635.2 What Advertising Agencies Do?
3693. Concept Testing:
1645.3 Basic Principles: Client-Agency and Agency-Media Relationship: Basic Principles of Agency-Media Relationship:
3704. Copy Testing:
1655.4 Do’s and Don’ts While Selecting an Agency
371Frame by Frame Diagnostics:
166Do’s:: Don’ts:
372Communication Playback:
1675.5 Types of Advertising Agency
373Physiological Techniques:
1681. Full-Service Agencies:: 2. Specialized Agencies:
374Requirements of decent Copy Testing:
1695.6 Functions of Advertising Agency
3755. Concurrent Testing:
170Function # 1. Research:
376i. Tracking Studies:
171Function # 2. Creating Advertising:
377ii. Coincidental techniques are designed mainly to judge or measure advertising and media usage.
172Function # 3. Media Buying and Ad Placement:
378Post Testing:
173Function # 4. Providing Ad-On-Services:
37910.6 Purposes of Development
1745.7 Factors Affecting the Choice of ad agency
3801. Idea Generation:
1755.8 Role of Advertising Agencies
3812. Concept Testing:
1765.9 Arrangement: Centralized v/s Decentralized Arrangements
3823. Audience Definition:
1775.10 Selection of ad agency
3834. Audience Profiling:
1785.11 Changing Concept of Agency
38410.7 Development Methods
1795.12 Agency of Record (AOR) Concept
3851. Focus Groups:
180Career Path:: Digital Agencies:
3862. Field Work:: Other Methods:
1815.13 Client-Agency Relationship
38710.8 Problems
1825.14 Advertising Department
388A. The ‘Pre-test’ Methods
1835.15 Breid about a small Advertising Agency
3891. Comprehension and Reaction Test:: 2. Consumer-Jury Test:
1845.16 Account Management
390B. Post Tests of Broadcast Commercials:
1855.17 Reasons for Hiring Outside Agency
3911. Day-After Recall Tests:
1865.18 Remuneration: Commission and Fee System
3922. Test Marketing:
187I. Commission System:
39310.9 Summary
188Evaluation of Commission System:
39410.10 Questions
189II. Fee-Based System:: Evaluation of Fee System:
395References: Figure Resource
1905.19 Cost Plus Agreement
39611. E-Marketing
1915.20 Performance Linked Remuneration
39711.1 Features of E-Marketing
1925.21 Summary
398E-marketing is Cheaper than Traditional Marketing
1935.22 Questions
399Tangible ROI
194References: Figure Resource
40024/7/365 Approach
1956.1 Infrastructure options for serving advertising workloads
401Eliminate Follow-up Failure
196Platform considerations
40211.2 E-Marketing Advantages
197Compute platform
40311.3 Disadvantages of E-Marketing
198Geographic locations
40411.4 Types of E-Marketing
199Reproducibility
405Email Marketing
200Load balancing
406Social Media Marketing
201Scaling
407Video Marketing
2026.2 Network communication
408Article Marketing
203User frontend
409Affiliate Marketing
204Web serving
41011.5 Summary
205Datastores
41111.6 Questions: References
2066.3 Handling requests
