Advertising, 2e / Edition 2

Advertising, 2e / Edition 2

by Chris T. Allen, Richard J. Semenik, Thomas C. O'Guinn
     
 

ISBN-10: 0324114656

ISBN-13: 9780324114652

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.

Overview

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.

Product Details

ISBN-13:
9780324114652
Publisher:
Thomson South-Western
Publication date:
07/28/2000
Edition description:
Older Edition
Pages:
736
Product dimensions:
8.86(w) x 11.20(h) x 1.12(d)

Table of Contents

PART 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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