Title:
Essentials of contemporary advertising
Personal Author:
Edition:
2nd ed.
Publication Information:
Boston : McGraw-Hill/Irwin, 2009
Physical Description:
xxiv, 558 p. : col. ill. ; 28 cm.
ISBN:
9780073380971
Subject Term:
Available:*
Library | Item Barcode | Call Number | Material Type | Item Category 1 | Status |
|---|---|---|---|---|---|
Searching... | 30000010183645 | HF5821 A73 2009 | Open Access Book | Book | Searching... |
On Order
Summary
Summary
Explores the core principles that drive advertising.
Table of Contents
| Part One An Introduction to Advertising |
| Chapter 1 Advertising Yesterday, Today and Tomorrow |
| Chapter 2 The Economic, Social, and Regulatory Aspects of Advertising |
| Chapter 3 Business of Advertising |
| Part Two Understanding the Target Audience |
| Chapter 4 Segmentation, Targeting, and the Marketing Mix |
| Chapter 5 Communication and Consumer Behavior |
| Part Three The Planning Process |
| Chapter 6 Account Planning and Research |
| Chapter 7 Developing Marketing and Advertising Plans |
| Part Four The Creative Process |
| Chapter 8 Creative Strategy and the Creative Process |
| Chapter 9 Creative Execution: Art and Copy |
| Chapter 10 Producing Ads for Print, Electronic, and Digital Media |
| Part Five Reaching the Target Audience |
| Chapter 11 Print Advertising |
| Chapter 12 Electronic Media: Television and Radio |
| Chapter 13 Digital Interactive Media and Direct Mail |
| Chapter 14 Out-of-Home, Direct-Mail and Specialty Advertising |
| Part Six Integrating Marketing Communications Elements |
| Chapter 15 Media Planning and Buying |
| Chapter 16 IMC: Direct Marketing, Personal Selling and Sales Promotion |
| Chapter 17 IMC: Public Relations, Sponsorship, and Corporate Advertising |
| Glossary |
| Endnotes |
| Credits and Acknowledgments |
| Name Index Company |
| Index Subject |
| Index |
