| |
| |
| Foreword | |
| |
| |
| |
| Acknowledgments | |
| |
| |
| Introduction | |
| |
| |
| |
| The Business of Advertising and Marketing | |
| |
| |
| |
| Smith Services, LLC: When a Client Doesn't Pay on Time | |
| |
| |
| |
| 2 Guys and a Girl, LLC: Intellectual Property Law and Other Legal Matters | |
| |
| |
| |
| Harrison Advertising: Growth Strategies | |
| |
| |
| |
| The Koch Brewing Company | |
| |
| |
| |
| International Marketing and Swanson Cosmetics | |
| |
| |
| |
| Pricing and the Model C100 | |
| |
| |
| |
| PEST, SWOT, and the Crafts Company | |
| |
| |
| |
| The Consumer | |
| |
| |
| |
| McNair & Company: Effective Positioning and the Smart Creative Brief | |
| |
| |
| |
| Consumer Buying Behavior and the Plumber Clothing Company | |
| |
| |
| |
| Segmenting, Targeting, Positioning (STP) and Here's to Your Health Frozen Dinners | |
| |
| |
| |
| B-to-B Marketing and the Venus 4Y | |
| |
| |
| |
| Distribution Decisions and the Lawson Furniture Company | |
| |
| |
| |
| AA Motorcycles: Using Sales Promotions | |
| |
| |
| |
| Juan Ortiz Photography | |
| |
| |
| |
| The Client | |
| |
| |
| |
| Marshall Company's Integrated Marketing Communications Campaign | |
| |
| |
| |
| Objectives, Strategies, Tactics, and the Bogie II | |
| |
| |
| |
| Bank of Ayden: Advertising Management in a Small Market | |
| |
| |
| |
| F. T. Beverages and Marketing Strategy | |
| |
| |
| |
| Payroll Sure Acquires 2XPayday: Naming the New Company | |
| |
| |
| |
| Montana Cool: A Potential New Product Disaster | |
| |
| |
| |
| Mickey's, Incorporated: The Client and Its Ad Agency | |
| |
| |
| |
| Venus Motor Sales: Time to Change the Advertising? | |
| |
| |
| |
| Neptune Aquatic Club: Marketing and Advertising the Nonprofit Organization | |
| |
| |
| |
| Perkins Advertising: Will Ethics Be a Problem? | |
| |
| |
| |
| Professional Advertising and Marilyn Bright, M.D. | |
| |
| |
| |
| Benson Machine Company: Dealing with a Client's Large Ego | |
| |
| |
| |
| E-Commerce and Pandora's Box | |
| |
| |
| |
| Advertising a Recording Artist: Using Short Message Service (SMS) and Multimedia Messaging Service (MMS) | |
| |
| |
| |
| The Communications Plan of the First National Bank of Kettering | |
| |
| |
| |
| Teaching a Client about Advertising Design | |
| |
| |
| |
| The Ad Agency | |
| |
| |
| |
| Norman Surgical Supply Company, LLC: An Owner's Mindset | |
| |
| |
| |
| Polk, Fales & Crumley Advertising: When an Agency Becomes Stale | |
| |
| |
| |
| P-O-P Advertising and the Taylor Advertising Agency | |
| |
| |
| |
| West Greenville Convention and Visitors Bureau: How Badly Do You Want a New Account? | |
| |
| |
| |
| Chantillon Champagne | |
| |
| |
| |
| Pizza Town, Inc.: Media Planning and Budgeting | |
| |
| |
| |
| The Design Circus: Employees Having an Affair | |
| |
| |
| |
| Maria's Code of Ethics | |
| |
| |
| |
| The Museum Board of the State of California: What If You Don't Like the Creative Product? | |
| |
| |
| |
| Pete Boswell, Account Executive: Dealing with a Bad Boss | |
| |
| |
| |
| Summary Cases | |
| |
| |
| About the Summary Cases | |
| |
| |
| |
| The Tools of Advertising and Marketing Management | |
| |
| |
| |
| The People in Advertising and Marketing Management | |
| |
| |
| |
| The Programs Used in Advertising and Marketing Management | |
| |
| |
| |
| Jobs at Advertising Agencies | |
| |
| |
| |
| Jobs in Marketing | |
| |
| |
| |
| What Is the Future for Advertising and Marketing? | |
| |
| |
| Index | |
| |
| |
| About the Authors | |