3000件。これはテレビコマーシャル、雑誌や新聞の紙面広告、ラジオコマーシャル、ゲームアプリのポップアップ広告、YouTube動画のプレロール、モバイルニュースアプリの運用型広告など、米国人が日常的に目にするマーケティングメッセージの数です。こうした広告的要素を含むメッセージは広く行きわたっていて、私たちはそれらの呼びかけの影響を受けずにはいられません。広告はこの10年間でより狡猾に、よりデジタルに、より欺瞞的になり、情報を見極めるリテラシーを持たない人には編集コンテンツにしか見えないような広告も増えています。私たちが広告を避けるのが上手くなるにつれ、広告主も巧妙化しているのです。
本書は、私たちの買い物、政治、そしてデートの好みが、知らず知らずのうちにブランドイメージとそこに埋め込まれた神話によって形成されていることを明るみに出し、デジタル時代のマーケティング業界の動き、特にビッグデータの活用と悪用についても解説します。どのようなメッセージや情報が、どのような目的で流されているのでしょうか。広告が私たち一人ひとり、また社会全体に及ぼす微妙な（あるいは明らかな）影響に気づくことが最も重要なのです。
3000. That's the number of marketing messages the average American confronts on a daily basis from TV commercials, magazine and newspaper print ads, radio commercials, pop-up ads on gaming apps, to pre-roll on YouTube videos and native advertising on mobile news apps. These commercial messages are so pervasive that we cannot help but be affected by perpetual come-ons to keeping buying. Over the last decade, advertising has become more devious, more digital, and more deceptive, with an increasing number of ads designed to appear to the untrained eye to be editorial content. It's easy to see why. As we have become smarter at avoiding ads, advertisers have become smarter about disguising them.
Mara Einstein exposes how our shopping, political and even dating preferences are unwittingly formed by brand images and the mythologies embedded in them. Advertising: What Everyone Needs to Know® helps us combat the effects of manipulative advertising, and enables the reader to understand how marketing industries work in the digital age, particularly in their uses and abuses of Big Data. Most importantly, it awakens us to advertising's subtle and not so subtle impact on our lives-both as individuals and as a global society. What ideas and information are being communicated to us-and to what end?
Introduction
Part I: Marketing versus Advertising
1. The Four Ps (Marketing Mix) -Product, price, place, promotion
2. Define advertising
3. Explain advertising versus other forms of marketing communication (sales promotions, public relations, direct marketing)
4. Types of advertising-consumer, PSA, direct response, business-to-business, etc.
Part II: The Business of Advertising
1. Economics of the advertising industry
2. Structure of advertising agencies — Media, Creative, Research, Account management/client
3. Famous Advertising Agencies and what they are known for (Example: Leo Burnett and characters such as Charlie the Tuna (Starkist), the Jolly Green Giant and the Marlboro Man)
Part III: Branding and Consumer Behavior
1. Advertising research
2. Demographics, psychographics, positioning
3. Brands/branding
4. Targetting, Segmentation, positioning, differentiation
5. Define consumer behavior
6. Influences on consumer decisions-cultural and social
7. Consumer Decision Making process (high vs. low involvement products)
8. Motives for purchase: wants vs. needs, habit, positive vs. negative motives
Part IV: Media and Media buying
1. Media types (TV, radio, online) and why they are used for different campaigns
2. Media Mix
3. Steps in Media planning
4. Companies that track media
5. Terminology: Reach, frequency, circulation, makegoods, pass along, dayparts, engagement, environment
6. Product placement and other alternative forms of media placement
Part V: Creative
1. Personnel - creative director, art director, copy writer.
2. What makes good advertising?
3. Creative process
This would be a good section for interspersing famous campaigns and their effectiveness. Examples: Mikey and Life Cereal, Marlboro Man, Old Spice, Darth Vader/Volkswagen, others.
Part VI: Advertising in the Digital Age
1. New forms of advertising (Native advertising, Content Marketing)
2. Programmatic Buying
3. Big Data
4. Surveillance and privacy
5. Social media marketing
6. Word of Mouth (WOM) Marketing
Conclusion
ISBN : 9780190625894
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