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.
Esther Thorson has published extensively on the news industry, advertising, news effects and health communication. Along with Professors Hari Sridhar and Murali Mantrala she has developed econometric models that link newspaper budget management with revenue/profit patterns. Her scholarly work has won a variety of research and writing awards and she has advised nearly 40 doctoral dissertations. She applies research, both hers and that of her colleagues, in newsrooms and advertising agencies across the US and abroad. She serves on an extensive list of journal editorial boards. Her latest books are (with David Schumann) Internet Advertising: Theory and Research (Lawrence Erlbaum, 2007and (with Jerry Parker), Health Communication in the New Media Landscape (Springer, 2008).
Margaret Duffy chairs the strategic communication faculty at the Missouri school of Journalism. She has extensive professional experience, including serving as an executive for GTE (Verizon) in marketing, advertising and public relations. Her research focuses on new and interactive media, especially with regard to advertising and the news. She is the co-developer of the Media Choice Model and the Health Communication Media Choice Model. Her fellowship at the Donald W. Reynolds Journalism Institute investigated youth advertising, news and media habits. She consults frequently with clients as diverse as the U.S. Army and the Estee Lauder Corporation and presented research and conducted training with agencies and news groups in the United States, Italy, China, United Kingdom, Thailand and South Africa.
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.