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Informationen zum Autor Edd Applegate has taught undergraduate and graduate courses in advertising and mass communications for more than 30 years. He has written extensively about advertising, including several books, numerous chapters and entries for other books and encyclopedias, and several articles for refereed academic journals and conference proceedings. Klappentext Students of advertising and marketing management learn many concepts and theories in their foundational courses, but real-world experiences are invaluable to understanding the decision-making process. Cases in Advertising and Marketing Management offers students the opportunity to apply what they have learned in previous courses to realistic situations from the business world. The authors, a professor of advertising and an advertising agency executive, draw on their practical experiences with everyday challenges_ranging from budgets, electronic marketing, IMC, and account strategy to agency politics, overdue client payments, and ethical dilemmas. Each of the forty cases focuses on a contemporary problem or issue for students to identify and analyze, followed by discussion questions to help them work through the case toward a reasonable solution. The final chapters review important themes from the cases and look at several types of advertising and marketing positions often found in agencies or companies. Appropriate for upper-level or capstone courses in advertising and marketing management, this provocative, highly readable text provides students with insight into the situations they will face in their future careers and helps them develop valuable skills for solving problems and making sound decisions. Inhaltsverzeichnis Chapter 1 Foreword Chapter 2 Introduction Part 3 Part I: The Business of Advertising and Marketing Chapter 4 Case 1: Smith Services, LLC: When a Client Doesn't Pay on Time Chapter 5 Case 2: 2 Guys and a Girl, LLC: Intellectual Property Law and Other Legal Matter Chapter 6 Case 3: Harrison Advertising: Growth Strategies Chapter 7 Case 4: The Koch Brewing Company Chapter 8 Case 5: International Marketing and Swanson Cosmetics Chapter 9 Case 6: Pricing and the Model C100 Chapter 10 Case 7: PEST, SWOT, and the Crafts Company Part 11 Part II: The Consumer Chapter 12 Case 8: McNair & Company: Effective Positioning: The Role of a Smart Creative Brief Chapter 13 Case 9: Consumer Buying Behavior and the Plumber Clothing Company Chapter 14 Case 10: Segmenting, Targeting, Positioning (STP) and Here's To Your Health Frozen Dinners Chapter 15 Case 11: B-to-B Marketing and the Venus 4Y Chapter 16 Case 12: Distribution Decisions and the Lawson Furniture Company Chapter 17 Case 13: AA Motorcycles: Using Sales Promotions Chapter 18 Case 14: Juan Ortiz Photography Part 19 Part III: The Client Chapter 20 Case 15: Marshall Company's New Integrated Marketing Communications Campaign Chapter 21 Case 16: Objectives, Strategies, Tactics, and the Bogie II Chapter 22 Case 17: Bank of Ayden: Advertising Management in a Small Market Chapter 23 Case 18: F. T. Beverages and Marketing Strategy Chapter 24 Case 19: Payroll Sure Acquires 2XPayday: What Name Should the New Company Keep Chapter 25 Case 20: Montana Cool: A Potential New Product Disaster Chapter 26 Case 21: Mickey's, Incorporated: The Client and Its Ad Agency Chapter 27 Case 22: Venus Motor Sales: Time to Change the Advertising? Chapter 28 Case 23: Neptune Aquatic Club: Marketing and Advertising for th NonProfit Organizations? Chapter 29 Case 24: Perkins Advertising: Will Ethics Be a Problem? Chapter 30 Case 25: Professional Advertising and Marilyn Bright, M.D. Chapter 31 Case 26: Benson Machine Company: Dealing with a Client's Large Ego Chapter 32 Case 27: E-Commerce and Pandora's Box Chapter 34 Case 28: Advertising a Recording Artist: Using Short Message Service (SMS) and Multimedia Messaging Service (MMS) Chapter 35 Case 29: The Communications Plan of the First National Bank of...
