Description
Book SynopsisStudents 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 agen
Trade ReviewWith a solid blend of theory and in-the-trenches practice, the cases in this book can both augment the principles course and help upper-level management students begin to grapple with the tough decisions that have to be made in business. Applegate and Johnsen have compiled a collection of cases addressing many of the key issues in today's advertising marketplace. -- Beth E. Barnes, University of Kentucky; coauthor, Strategic Brand Communication Campaigns
In this case, one advertising professor coupled with one agency executive equals ONE BIG IDEA for a case studies textbook in advertising and marketing management. The forty cases and the manner in which they are written make this book virtually timeless and well-worth adopting for upper level classes that stress critical thinking and analytical skill development. -- Robert L. Gustafson, Ball State University
Table of ContentsChapter 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 Kettering Chapter 36 Case 30: Teaching a Client about Advertising Design Part 37 Part IV: The Ad Agency Chapter 38 Case 31: Norman Surgical Supply Company, LLC: An Owner's Mindset Chapter 39 Case 32: Polk, Fales & Crumley Advertising: When an Ad Agency Becomes Stale Chapter 40 Case 33: P-O-P Advertising and the Taylor Advertising Agency Chapter 41 Case 34: West Greenville Convention and Visitors Bureau: How Badly Do You Want a New Account? Chapter 42 Case 35: Chantillon Champagne Chapter 43 Case 36: PizzaTown, Inc.: Media Planning and Budgeting Chapter 44 Case 37: The Design Circus: Employees Having an Affair Chapter 45 Case 38: Maria's Code of Ethics Chapter 46 Case 39: The Museum Board of the State of California: What If You Don't Like the Creative Product? Chapter 47 Case 40 Pete Boswell, Account Executive: Dealing with a Bad Boss Part 48 Part V: Summary Cases Chapter 49 About the Summary Cases Chapter 50 Case 41: The Tools of Advertising and Marketing Management Chapter 51 Case 42: The People in Advertising and Marketing Management Chapter 52 Case 43: The Programs Used in Advertising and Marketing Management Chapter 53 Case 44: Jobs at Advertising Agencies Chapter 54 Case 45: Jobs in Marketing Chapter 55 Index of Cases Chapter 55 Case 46: What Is the Future for Advertising and Marketing?
