Includes index.

Contents: Introduction -- Advertising on the American scene: Advertising and the business climate -- Advertising and society -- How Americans feel about advertising: The AAAA studies -- Reacting to ads-not just to advertising -- Is All this advertising necessary?: Fairness, full disclosure, and correction -- Advertising and the media system -- Advertising and the economy -- Advertising and corporate power -- Advertising pressure and brand position -- Changing advertising/ sales ratios -- Setting limits on advertising -- The Perils of generalization -- Notes -- Deciding how much to spend, and where: Retail and national advertising objectives -- Advertising objectives for the established product -- Advertising objectives for the new product -- Peckham's formula -- Setting advertising goals -- "DAGMAR" -- Setting the budget total -- Market tests of expenditure levels -- What should the advertising/ sales ratio be? -- Allocating the budget -- Notes -- Advertising strategists in action: Impressing the dealers -- Who decides? -- Buying broadcast time -- Decisions, reasonable and unreasonable -- Persuasion and the marketing plan: Motivation research revisited -- Consumer psychology and the marketing of ads -- Evaluating advertising -- Sweaty skin and brain waves -- Product familiarity as a goal of advertising -- What makes a brand name familiar? -- Media strategy, motivational strategy, and brand distinction -- Which comes first: Creative theme or market strategy? -- Advertising and the decision to buy -- Introducing a new product -- The consumer decision: A minor purchase -- The consumer decision: A major purchase -- Brand advertising in perspective -- Wanted: The great creative idea -- Notes -- Understanding the media: Distinguishing media capabilities -- How media define markets -- Local markets and national coverage -- Media attributes and contrasts -- On comparing media -- Electronic and print media -- The media mood -- Media concentration or media mix? -- Notes -- Getting the message through: How we perceive -- Scanning and reading -- What attracts our attention -- Symbols and perception -- Remembering print and tv advertising -- Print: Opportunity, exposure, registration -- Tv: Attention and inattention -- The programming context -- Recall in the changing tv environment -- Positioning and "clutter" -- Notes -- Reach versus frequency, and the third dimension: The third dimension -- Message size and performance -- Repetition to build reach -- The "campaign" -- Dominance -- Notes -- The uses of repetition: "Teaching the advertising message -- "Bursts", "flights", and "pulses" -- Repetition and interest levels -- Krugman's theory of how repetition works -- Field experiments in repetition -- How many repetitions are enough -- The time dimension -- Varying the content -- Notes -- Defining the target: "Positioning" the brand -- Trapping the heavy user -- Who is the target? -- Locating the "interested" prospects -- The problem of classification -- Personality and market segments -- Demographic categories and social change -- Redesignating market segments -- Consumers in motion -- Who is ready to be persuaded? -- Notes -- The concept of "audience": Audience and the mass media -- Uncertainties in audience measurement -- "Through-the-book" and "recent-reading" -- Why audience estimates vary -- Syndicated newspaper research -- Measuring broadcast audiences -- Broadcast ratings -- Measuring radio -- Safety in numbers -- Narrowcasting -- Numbers versus communication -- Audience measurements and media content -- Audience measurement or communications research? -- Notes -- Cost per thousand what?: Costs separate and unequal -- The search for a yardstick -- An alternative approach -- Notes -- Advertising models and advertising realities: Computer models as learning devices -- Linear programming -- Simulation -- Early media mix systems -- The new media services -- Cost per thousand and media models -- Notes -- On measuring effects: Measuring sales directly -- How general motors did it -- Do retailers know when advertising pulls? -- The Technique of measuring change -- Profit and peril in market tests -- Attitude and action -- What one little ad can do -- What one little ad can't do -- Experiments and creativity -- Notes -- Communication: Inspiration, not computation -- Notes.