Leo Bogart - Strategy in Advertising: Matching Media and Messages to Markets and Motivations (NTC Business Books)
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Strategy in Advertising: Matching Media and Messages to Markets and Motivations (NTC Business Books)
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Matching Media and Messages to Markets and Motivations Third Edition
Leo Bogart
Printed on recyclable paper
NTC Business Books a division of NTC Publishing Group Lincolnwood, Illinois USA
title
:
Strategy in Advertising : Matching Media and Messages to Markets and Motivations
author
:
Bogart, Leo.
publisher
:
NTC Contemporary
isbn10 | asin
:
0844230146
print isbn13
:
9780844230146
ebook isbn13
:
9780071392822
language
:
English
subject
Advertising.
publication date
:
1996
lcc
:
HF5821.B53 1996eb
ddc
:
659.1
subject
:
Advertising.
Page ii
Library of Congress Cataloging-in-Publication Data
Bogart, Leo. Strategy in advertising : matching media and messages to markets and motivations / Leo Bogart. 3rd ed. p. cm. Includes bibliographical references and index. ISBN 0-8442-3014-6 1. Advertising. I. Title. HF5821.B53 1995 659.1dc2095-11297 CIP
Published by NTC Business Books, a division of NTC Publishing Group 4255 West Touhy Avenue Lincolnwood (Chicago), Illinois 60646-1975, U.S.A. 1996 by NTC Publishing Group. All rights reserved. No part of this book may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording or otherwise, without the prior permission of NTC Publishing Group. Manufactured in the United States of America.
5 6 7 8 9 BC 9 8 7 6 5 4 3 2 1
Page iii
Contents
Acknowledgments
ix
Introduction
xiii
Chapter 1 The Changing World of Advertising
1
The Public's View of Advertising
4
Reacting to AdsNot Just to Advertising
8
Curbs on Advertising?
9
The Changing Economy and the Economics of Advertising
13
Advertising and the Economy
15
Advertising and Corporate Power
17
Advertising Pressure and Brand Position
19
Changing Advertising/Sales Ratios
22
Setting Limits on Advertising
23
The Perils of Generalization
25
Chapter 2 Deciding How Much to Spend, and Where
27
Retail and National Advertising Objectives
27
Brand Equity and Advertising
30
Advertising Objectives for the Established Product
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