By Herschell Gordon Lewis, Carol Nelson
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Additional info for Advertising age handbook of advertising
The concept of rewarding stockholders, while certainly not new, serves a double purpose because it builds loyalty on two levels: ownership of the stock and ownership of the product. Long-Range Versus Short-Range Planning Even the most statesmanlike marketer finds it difficult to consider long-range planning instead of short-range planning. Long-range plan- Page 14 ning has two perils: First, one must anticipate what the competition will do. Second, one has to guess at the socioeconomic circumstances far outside any area in which the marketer can exert immediate or long-range influence.
139 How to Choose 141 6 Production 143 Television Advertising Production 144 What Is the Agency's Role in Television Production? 144 Television Production Technology 146 The Cost of Talent 146 Newspaper Advertising Production 147 Magazine Advertising Production 149 Direct-Response Production 150 List Selection 150 Mailer Variables 151 Electronic On-Line Media 152 Alternative Media 153 Production Logic 154 Interview with Tom Veazey 154 7 Testing and Research 161 The Obvious First Test 162 Predicting Response 164 The Obvious Benefit of Testing 165 Page vi When and How to Test 166 Is Global Research Possible?
Page 8 Integrated Marketing One of the more pleasant developments of the period from 1985 onward has been the disappearance of the competitive nature separating the various disciplines of advertising and marketing. One doesn't have to be an old-timer to remember the get-off-my-turf attitude and mutual suspicions and backbiting that attended a full-court press in which a marketer decided to employ media advertising, direct marketing, public relations, and sales promotions such as point-of-purchase.