内容提要
本书系统讲述了美国广告业和广告理论与方法的发展
历程和演进轨迹,作者引用大量史实和案例,科学归纳了
美国广告文化的发展阶段和发展规律,并对未来发展趋势
进行了合理的展望。
本书内容丰富,体系完整,适合于营销、企业管理专
业学生和相关专业人员选作教材和参考读物。
Contents
Introduction xiii
Part 1 Historical Overview
Chapter 1 1492-1880 The Beginnings
Advertising In the Old World
The Impact of the Printing Press
From News-Letters to Newspapers
SellingtheNewWorld
From Colony to Nation
Colonial Advertising
The Effect of Paper Shortages
The Impact ofthe Industrial Revolution
Mass Production Spurs Economic Growth
The Civil War Fuels a Consumer Economy
Urbanization Changes the Face of Retailing
General Merchandisers Pass on Economies of Scale
The Communicatlons Revolution
Go West, Young Man
The Modern Magazine Debuts
The Advertising Agent: A New Occupation
Puffery and Patent Medidnes
Part 11 Early American Advertising
Chapter 2 1880-1900 Selling the Goods
A New Role for Advertising
The Packaging Revolution
Brand-Name Advantages
The New Culture of Consumption
The Selling Style: Hard or Soft?
Honesty Takes Its Turn
Slogans and Jingles Catch On
Trademarks Come to Life
Pictures Show the Way
The First National Advertisers
A Trio of Household Staples
Try It! You'll Like It!
Selling Entirely New Products
Magazines and Agencies
Magazines Emerge as Advertising Vehicles
Agencies Widen Their Services
A New Wave of Design
Chapter 3 1900-World War 1 The Rise
of a Consumer Economy
The Emergmg Consumer Economy
Big Business Gets Bigger
Immigrants Flock to America
Packaging Revolutionizes Mass Retailing
Chains Link Store After Store
Advertising Identifies Its Primary Audience
Turn-of-the-Century Advertising
The Golden Age of Trademark Advertising
The Art of Advertising
Salesmanship in Print
Print Ads Shift Gears
The Feminine Point of View Finds a Voice
image Builds the Emotional Appeal
The Expansion ofAgency Services
Advertising and Progress
America Cleans Up Its Act
Advertising Revolutionizes the Breakfast Menu
Getting "Wired" Catches On
America Hits the Road
Advertising and World War l
Part lll Modern American Advertising
Chapter 4 l920-l929 The Roaring Twenties
The Prosperous New Era
The Business of America Is Business
Retailing Hits Its Stride
Enjoy Now, Pay Later
Advertising's Role in Shaping Lifestyles
Targeting Women
Discovering Odors
Creating Shrines of Cleanliness
Selling the Cigarette Habit
Selling Color, Style, and Time
Fashion Takes a Bow
The American Home Goes Modern
Automobile Advertising Shifts Gears
Advertising Hits the Road
TheVoiceofRadio
The Look of Modern Advertising
Chapter 5 l930-l945 The Depression
and World War ll
Brother, Can You Spare a Dime?
The Effects of the Depression
A New Deal for the Forgotten Man
A "Hard Sell" for Hard Times
Advertising Again Goes for the Hard Sell
Depression-Era Advertising Adopts a New Look
The Best and Worst Collide
Consumers Organize
The MaturingVoice of Radio
Another New Wave of Design
Television Enters the Picture
TheWarYears
Chapter 6 1945-1960 The Postwar Boom
The Fabulous Fifties
Realizing the American Dream
Keeping Up with the Joneses
Dressing Up the Automobile
The Atomic Age
Don't Rock the Boat
The Generation Gap Opens Up
Civil Rights Become an Issue
New Ways of Selling
Competing in a Crowded Market
Tapping into Consumers' Hidden Desires
Bringing Television to the Masses
Four Creative Philosophies
Rosser Reeves-The Hard Sell
Leo Burnett-"Inherent Drama'
David Ogilvy-Image and Science
Bill Bernbach-The "New" Advertising
Part IV Contemporary American Advertising
Chapter 7 1960-1975 The Creative Revolution
The Times They Are A-Changin'
Power to the People
A Nation Divided
The Creative Revolution
Tune In, Turn On, Drop Out
The Underground Goes Mainstream
Inspiration, Intuition, and Creativity
The "New" Advertising
Creative Boutiques
The Loss of Creative Momentum
Reform Sweeps Madison Avenue
Minority Groups Demand a Piece of the Pie
You've Come a Long Way, Baby!
More Issues Explode Advertising's Dream World
Chapter 8 1975-l990 From Positioning
to image Building
The Late 1970s: Advertising isn't Fun Anymore
Positioning: The New Game on Madison Avenue
The Soft Drink Shootout
The 1980s: Let's Make a Deal
The Ultraconsumer
And Now, a Word from Our Sponsor
Putting a Human Face on Technology
Global Brands and Global Advertising
Global Challenges
The Next Creatlve Revolution
Image Building
Sex and Symbolism
Chapter 9 1990s and Beyond The Media Revolution
Today's Consumers
The Money Is in the Middle
Women Wield Their New Power
"X" Marks the New Target
People Don't Die at 49
Signs of the Times
The Mlnorlty Marketplace
The Media Revolution
The Total Comrnunications Package
The Printed Page
The "Noncornmercial" Commercial
Advertismg On-Line
Advertising for Today and Tomorrow
Talking Smart
Zipping, Zapping, and Channel Surfing
Recycling Old Campaigns
Epilogue
Notes
Acknowledgments
Index
互联网+时代传统企业化危为机 本书特色 “互联网+”无疑是2015年*热的词,这个“+”的含义是互联网对传统行业的改造,为传统企业带来创新和升级。2015年是传...
互联网+微媒体:移动互联时代的新媒体营销密码 本书特色 本书是移动“互联网 ”媒体营销领域的新著作,在传统媒体营销式微的情况下,移动互联...
菲利普·科特勒是世界上市场营销学的权威之一。他是美国西北大学凯洛格管理研究生院国际营销学教授和S.C.庄臣学者。他曾获得芝加
开家赚钱的小吃店 内容简介 本书融合了作者多年餐厅经营管理的心得,为餐厅经营创业者提供了全方位的指导,包括开店前的自我评估分析,店面选址、装修、起名、菜单、全程...
直觉语言多准则决策方法研究 本书特色 《直觉语言多准则决策方法研究》内容简介:语言多准则决策和直觉模糊多准则决策是现代多准则决策的重要组成部分,具有广泛的实际应...
行动学习——原理、技巧与案例(管理者终身学习) 本书特色 本书吸收了过去15年来行动学习法在近50个国家中上千个组织应用的经验和见解,我们发现,专注于问题而不是...
《高价值创造者的5个思维习惯》内容简介:真正的创造者不是模式的创造者,而是价值的创造者。5个思维习惯,让你成为高价值创造者。
网络定向广告信息推荐质量研究 内容简介 本书从消费者感知角度, 提出网络定向广告信息推荐质量构念。首先, 界定了网络定向广告信息推荐质量的内涵。其次, 明确了网...
开普斯顿商务百科 本书特色 对经济、管理等领域的研究从来都不是在象牙塔中完成的。经济学、管理学实际上是提供给社会大众的一种认识社会、改进生活的基本方法,而任何一...
Thecontroversialmarketinggurudiscussestherevolutioninadvertisingstrategy"Whatcan...
《软件成本度量国家标准实施指南》内容简介:为落实工业和信息化部优化软件产业环境的工作部署,进一步推动功能规模测量、软件开发
共创式领导力:五维领导:每个人都能成为高效的团队领导者:five ways to lead 本书特色 自上而下的一维领导力模式在当今快速变革的世界显然已过时落伍...
《吃得下,睡得着,排得出》内容简介:对于人的基本生活而言,的追求是吃得下、睡得着、排得出。不健康的饮食,不仅会损伤脾胃,气
小上司 大智慧-中层领导者的角色定位 本书特色 《小上司大智慧》是为中层管理者量身打造的职场指南书。在借鉴*新管理理论并结合实践的基础上,从领导定位、权力运用、...
股权激励并不是上市公司的专利,非上市公司的股权激励成功的概率更大。然而,非上市公司所处的行业不同,发展阶段不同,针对的群
连续时间金融。修订本 本书特色 我不能想像,一个人在研究不确定条件下的跨期资产定价问题时,怎么能够不非常认真地学习罗伯特·C·默顿过去和现在的研究成果。因此,布...
近代商会与地方金融-以汕头为中心的研究 本书特色 本书以光绪末年至20世纪30年代汕头地方货币的变迁为线索,结合商会史与金融史研究,考察汕头商会在地方货币、金融...
国际企业管理 文化、战略与行为(原书第7版) 本书特色 本书共分为4篇,**篇介绍国际管理的基础环境,融合运用宏观的理论阐述和微观的案例分析两种方法,系统地向读...
NothingDownhasprobablyhelpedmorerealestateinvestorstobuypropertywithlittleornomo...
《图解营销策划》这本书是市场营销学领域首屈一指的权威马尔科姆•麦克唐纳(MalcolmMcDonald)的重要作品。全书通过诙谐的插图、