Canadian Advertising in Action

Chapter 1
Chapter 1 Advertising in a Marketing Communications Environment
Advertising Today
Using Advertising Effectively
Issues and Trends Influencing Contemporary Advertising Planning
Laws and Regulations
Summary
Key Terms
Review Questions
Discussion Questions
Chapter 2
Chapter 2 The Advertising Industry
Composition of the Advertising Industry
Client-Side Advertising Management
Client Responsibilities in the Advertising Planning Process
Advertising Agency Roles and Responsibilities
Client–Agency Relationships
Types of Advertising Agencies
Managing the Client’s Business
Agency Compensation
Summary
Key Terms
Review Questions
Discussion Questions
Chapter 3 Consumer Behaviour Concepts and Target Marketing
Consumer Buying Behaviour
Identifying and Selecting Target Markets
Market Positioning Concepts
Summary
Key Terms
Review Questions
Discussion Questions
Chapter 4 Strategic Planning Concepts for Marketing Communications
Business Planning Process
Strategic Planning
The Corporate Plan
Marketing Planning
Marketing Communications Planning
The Marketing Communications Plan
Summary
Key Terms
Review Questions
Discussion Questions
Chapter 5 Creative Planning Essentials
The Creative Development Process and Client–Agency Responsibilities
The Creative Brief
Problem Identification or Challenge Statement
Advertising Objectives
Positioning Strategy Statement
Creative Objectives
Creative Strategy
Creative Execution
Creative Evaluation and Research
Summary
Key Terms
Review Questions
Discussion Questions
Chapter 6 Design, Layout, and Production
Magazine and Newspaper Advertising
Out-of-Home Advertising
Direct Response Print Advertising
Television Advertising
Direct Response Television Advertising
Radio Advertising
The Internet
Summary
Key Terms
Review Questions
Discussion Questions
Chapter 7 Media Planning Essentials
Key Trends Influencing Media Planning Today
Media Planning Process
The Media Plan
Media Objectives
Media Strategy
Media Execution
The Media Budget
Summary
Key Terms
Review Questions
Discussion Questions
Chapter 8 Print Media_ Newspapers and Magazines
Newspapers in Canada
Newspaper Formats
Newspaper Readership Highlights
Types of Newspaper Advertising
Newspapers as an Advertising Medium
Buying Newspaper Space
Magazines in Canada
Magazines as an Advertising Medium
Buying Magazine Space
Technology and the Print Media
Summary
Key Terms
Review Questions
Discussion Questions
Chapter 9 Broadcast Media_ Television and Radio
The Canadian Television Market
Trends Affecting Television and Television Advertising
Television Viewing Highlights
Television as an Advertising Medium
Television Advertising Alternatives
Television Advertising Rates and Buying Procedures
The Canadian Radio Market
Trends Influencing the Radio Industry
Radio Listening Highlights
Radio Station Formats
Radio as an Advertising Medium
Radio Advertising Rates and Buying Procedures
Summary
Key Terms
Review Questions
Discussion Questions
Chapter 10 Out-of-Home Media
Outdoor Media Research
Outdoor Advertising
Outdoor as an Advertising Medium
Buying Outdoor Media Space
Transit Advertising
Transit as an Advertising Medium
Buying Transit Advertising
Other Forms of Out-of-Home Advertising
At-Retail Media
At-Retail Media as an Advertising Medium
Summary
Key Terms
Review Questions
Discussion Questions
Chapter 11 Direct Response Media
Direct Response Advertising
Direct Mail
Direct Mail Strategy
Direct Mail as an Advertising Medium
Buying Direct Mail
Media Buying_ Cooperative Direct Mail—An Example
Direct Response Television
Direct Response Print Media
Direct Response Interactive
Telemarketing
Catalogues and Magazines
Summary
Key Terms
Review Questions
Discussion Questions
Chapter 12 Interactive Media
Internet Advertising in Canada
Interactive Communications Planning
Online Advertising Strategies
The Internet as an Advertising Medium
Internet Advertising Rates and Media Buying
Social Media Networks
Types of Social Network Advertising and Marketing Communications
Measuring the Impact of Social Media Communications
Mobile Communications
Video Game Advertising (Advergaming)
Summary
Key Terms
Review Questions
Discussion Questions
Chapter 13 Sales Promotion
Sales Promotion
Sales Promotion Planning
Consumer Promotion Planning
Types of Consumer Promotion Activity
Trade Promotion Planning
Types of Trade Promotion Activity
Sales Promotions and Media Strategy
Sales Promotion Integration with Marketing Communications
Summary
Key Terms
Review Questions
Discussion Questions
Chapter 14 Public Relations and Experiential Marketing
Defining Public Relations
The Role of Public Relations
Public Relations Planning
Public Relations as a Communications Medium
Experiential Marketing
Event Marketing and Sponsorships
Strategic Considerations for Event Marketing and Sponsorships
Measuring the Benefits of Event Marketing and Sponsorship
Event Marketing and Sponsorship as a Communications Medium
Summary
Key Terms
Review Questions
Discussion Questions
Appendix I
Marketing Background
Marketing Plan
Marketing Communications Strategy
Creative Plan
Media Plan
Sales Promotion Plan
Public Relations Plan
Appendix II Advertising Regulations
Advertising Standards Canada
Canadian Code of Advertising Standards
Scope of the Code
Gender Portrayal Guidelines
Broadcast Code for Advertising to Children
Other Codes and Guidelines
The Complaint Process
Where to Write
Appendix III Glossary
Sources
Chapter 1
Chapter 2
Chapter 3
Chapter 4
Chapter 5
Chapter 6
Chapter 7
Chapter 8
Chapter 9
Chapter 10
Chapter 11
Chapter 12
Chapter 13
Chapter 14