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Advertising

ISBN: 9780324006612 | 0324006616
Edition: 2nd
Format: Paperback
Publisher: South-Western College Pub
Pub. Date: 7/19/1999

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SummaryTable of Contents
An updated, ad-dizzy text for the undergraduate or business school course making abundant use of bold graphics and advertising images and text from many different countries and media sources. Covering four major themes (process, planning, message preparation, and message placement), this text provides the client's and the agency's perspective on advertising practices, incorporating new technologies and media throughout.
Prefacexx
Acknowledgmentsxxxv
Part One THE PROCESS: ADVERTISING IN BUSINESS AND SOCIETY1(133)
Advertising as a Process
2(34)
... MORE
The Structure of the Advertising Industry: Advertisers, Advertising Agencies, and Support Organizations
36(28)
The Evolution of Advertising
64(32)
Social, Ethical, and Regulatory Aspects of Advertising
96(38)
From Principles to Practice: A Comprehensive IMC Case
124(10)
Part Two THE PLANNING: ANALYZING THE ADVERTISING ENVIRONMENT134(168)
Advertising and Consumer Behavior
136(42)
Market Segmentation, Positioning, and the Value Proposition
178(30)
Advertising Research
208(30)
The Advertising Plan
238(26)
Advertising Planning: An International Perspective
264(38)
From Principles to Practice: A Comprehensive IMC Case
292(10)
Part Three PREPARING THE MESSAGE302(132)
Creativity and Advertising
304(24)
Message Strategy: Objectives and Methods
328(26)
Copywriting
354(32)
Art Direction and Production
386(48)
From Principles to Practice: A Comprehensive IMC Case
426(8)
Part Four PLACING THE MESSAGE434(215)
Media Planning, Objectives, and Strategy
436(32)
Media Evaluation: Print, Television, and Radio
468(36)
Support Media, P-O-P Advertising, and Event Sponsorship
504(26)
Advertising on the Internet
530(36)
Sales Promotion
566(26)
Direct Marketing
592(26)
Public Relations and Corporate Advertising
618(31)
From Principles to Practice: A Comprehensive IMC Case
640(9)
Appendix: Web Site Addresses649(6)
Glossary655(14)
Name/Brand/Company Index669(8)
Subject Index677(12)
Credits689

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