ANZ SUPPLEMENT T/A ADVERT & PROMO

Preface viAcknowledgments viAbout the authors viiChapter ten, eleven, twelveAdvertising and media planning in Australiaand New Zealand 1Chapter objectives 1Starburst Sucks® launch wins 2004 MediaFederation Integrated Media Award 2Big changes in ‘adland’ 3Advertising on television 9Radio advertising 14Print media patterns 16Media perspective 10, 11, 12–1 Tension aroundnew methods for radio research 16Cinema 23Media perspective 10, 11, 12–2 Newspaperresearch wars in Australia 24Outdoor and ambient advertising 24Internet advertising 25Summary 26Key terms 26Discussion questions 26AppendixA Sources of advertising mediainformation 27Endnotes 28Chapter twenty-oneRegulation of advertising and promotion 29Chapter objectives 29Is advertising really as good as its criticswould have us believe? 30Introduction 31Approaches to regulation 31Scanning the regulatory environment 33Trends and recent developments 34IMC perspective 21–1 Regulatory environmentsof Australia and New Zealand 35Self-regulation in Australia 36Self-regulation in New Zealand 42Self-regulation by trade and professionalassociations 43Appraising self-regulation 46Legislative requirements in Australia 46IMC perspective 21–2 Advertising in thehealth sector 49Legislative requirements in New Zealand 50Issues arising from legislation 50IMC perspective 21–3 Regulating relationships 56Summary 57Key terms 57Discussion questions 57Endnotes 58Chapter twenty-twoEvaluating the social, ethical and economicaspects of advertising and promotion 59Chapter objectives 59That joke isn’t funny anymore: endingthe humour defence foroffensive advertising 60Why behave ethically? 61Ethics in advertising and promotion 63Ethics: theories and opinions 64Ethical perspective 22–1 Alarmed, alert ofa waste of money? The AustralianGovernment’s anti-terrorism campaign 65The importance of ethics in advertising andpromotion 67Specific ethical issues 67Ethical perspective 22–2 Get the visualsright and reduce the risk of SIDS 79Other promotional activities 81Developing an ethical environment 81Ethical perspective 22–3 Doing the rightthing: responding to threats 84Positive aspects of advertising 85Summary 86Key terms 87Discussion questions 87Endnotes 87

About the author
Dr Susan Dann is one of Australia’s most highly regarded scholars in the area ofsocial and ethical issues in marketing communications, which is why she wasrecruited to write the chapter ‘Evaluating the social, ethical and economic aspectsof advertising and promotion’.Dr Dann is currently the Head of Research at the National Seniors ProductiveAgeing Centre. Her area of research specialisation is in the non-traditionalapplication of marketing tools and techniques—specifically in the public andsocial sectors. Prior to taking up this position, she was Associate Professor(Marketing) at the Brisbane Graduate School of Business (QUT). Dr Dann haspublished extensively in books, journals and magazines, and has co-authored anumber of books including Strategic Management (editions 3, 4 and 5), StrategicInternet Marketing (editions 1 and 2) and Introduction to Marketing, MarketingStrategy and Consumer Behaviour. She is a Fellow of the Australian MarketingInstitute, Certified Practising Marketing and a member of the Australian Instituteof Company Directors.