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Interested in learning about the challenging, exciting, and the societal important fields of advertising and marketing communication? This book catapults you into that world. You'll learn what it's like to work in these fields and about all the tools available to you as a professional persuader in today's media environment.
1. What is Advertising and What New Forms is it Taking? 2. Business Structures in the Advertising Industry. 3. Important Times in Advertising History. 4. Ethical and Regulatory Contexts of Advertising. 5. Theory About How Advertising Works. 6. Segmentation, Brand Positioning, and Defining the Brand Value Proposition. 7. Research: The Magic Ingredient in Effective Advertising. 8. Advertising and Promotion Management and Planning. 9. Advertising Planning—an International Perspective. 10. The Creative Strategy of Advertising Messages. 11. Telling a Story that Showcases the Creative Strategy: Creative Advertising Executions. 12. Creative Copywriting. 13. Creative Design and Visuals. 14. Media Planning. 15. Media Planning for Traditional Advertising Media. 16. Media Planning for the Internet and Other Digital Media. 17. Promotions and their relationship to advertising. 18. Public Relations and Advertising. 19. Integrated Marketing Communication. 20. Advertising's Future.