Advertising, 2e / Edition 2by Chris T. Allen, Richard J. Semenik, Thomas C. O'Guinn
Pub. Date: 07/28/2000
Publisher: Thomson South-Western
Advertising delivers practical, real-world information on the advertising process with a lively writing style, hundreds of ads, examples, and applications, and the strongest focus on Internet, Integrated Marketing Communications, and new media available.
- Thomson South-Western
- Publication date:
- Edition description:
- Older Edition
- Product dimensions:
- 8.86(w) x 11.20(h) x 1.12(d)
Table of ContentsPART 1. THE PROCESS: ADVERTISING IN BUSINESS AND SOCIETY. 1. Advertising as a Process. 2. The Structure of the Advertising Industry: Advertisers, Advertising Agencies, and Support Organizations. 3. The Evolution of Advertising. 4. Social, Ethical, and Regulatory Aspects of Advertising. PART 2. THE PLANNING: ANALYZING THE ADVERTISING ENVIRONMENT. 5. Advertising and Consumer Behavior. 6. Market Segmentation, Positioning and the Value Proposition. 7. Advertising Research. 8. The Advertising Plan. 9. Advertising Planning: An International Perspective. PART 3. PREPARING THE MESSAGE. 10. Creativity and Advertising. 11. Message Strategy: Objectives and Methods. 12. Copywriting. 13. Art Direction and Production. PART 4. PLACING THE MESSAGE. 14. Media Planning, Objectives, and Strategy. 15. Media Evaluation: Print, Television, and Radio. 16. Support Media, P-O-P Advertising, and Event Sponsorship. 17. Advertising on the Internet. 18. Sales Promotion. 19. Direct Marketing. 20. Public Relations and Corporate Advertising.
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