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.
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.