Advertising: Principles and Practice

Advertising: Principles and Practice

Hardcover

$52.00

Product Details

ISBN-13: 9780130145499
Publisher: Prentice Hall Professional Technical Reference
Publication date: 01/28/1989
Pages: 704

Table of Contents

I. ADVERTISING FOUNDATIONS AND ENVIRONMENT.

1. Introduction to Advertising.
2. Advertising and Society.
3. Advertising and the Marketing Process.

II. ADVERTISING BACKGROUND, PLANNING, AND STRATEGY.

4. The Consumer Audience.
5. Account Planning and Research.
6. How Advertising Works.
7. Advertising Planning and Strategy.

III. ADVERTISING MEDIA.

8. Media Planning and Buying.
9. Print Media.
10. Broadcast and Interactive Online Media.

IV. CREATING ADVERTISING.

11. The Creative Side of Advertising.
12. Creating Print Advertising.
13. Creating Broadcast Advertising.
14. Direct-Response Media.

V. INTEGRATING MARKETING COMMUNICATION ELEMENTS.

15. Promotions.
16. Public Relations.
17. Retail and Business-to-Business Advertising.
18. International Advertising.
19. The Integrated Campaign.

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