Contemporary advertising
| Main Authors: | , , |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
Boston :
McGraw-Hill/Irwin ,
c2008
|
| Edition: | 11th ed |
| Subjects: | |
| Online Access: | Table of contents only |
Table of Contents:
- 1. What Is Advertising Today?
- 2. The Evolution of Advertising
- 3. The Economic, Social, and Regulatory Aspects of Advertising
- 4. The Scope of Advertising: From Local to Global
- 5. Marketing and Consumer Behavior: The Foundations of Advertising
- 6. Market Segmentation and the Marketing Mix: Determinants of Advertising Strategy
- 7. Research: Gathering Information for Advertising Planning
- 8. Marketing and Advertising Planning: Top-Down, Bottom-Up, and IMC
- 9. Planning Media Strategy: Finding Links to the Market
- 10. Relationship Building: Direct Marketing, Personal Selling, and Sales Promotion
- 11. Relationship Building: Public Relations, Sponsorship, and Corporate Advertising
- 12. Creative Strategy and the Creative Process
- 13. Creative Execution: Art and Copy
- 14. Producing Ads for Print, Electronic, and Digital Media
- 15. Using Print Media
- 16. Using Electronic Media: Television and Radio
- 17. Using Digital Interactive Media and Direct Mail
- 18. Using Out-of-Home, Exhibitive, and Supplementary Media