Note: Not guaranteed to come with supplemental materials (access cards, study guides, lab manuals, CDs, etc.)
Extend Your Rental at Any Time
Need to keep your rental past your due date? At any time before your due date you can extend or purchase your rental through your account.
Sorry, this item is currently unavailable.
For introductory-level courses in Advertising offered by communications, journalism, and marketing departments. This classic text introduces advertising as both an art and science while providing a broad overview of advertising issues and functions. Covering the entire field of advertising with special emphasis in IMC and new technologies, it places advertising within a contemporary, integrated marketing framework to demonstrate how advertising must be coordinated with all other aspects of marketing communications.
Table of Contents
PART I THE PLACE OF ADVERTISING
Background of Today's Advertising
Roles of Advertising
PART II PLANNING THE ADVERTISING
The Advertising Spiral and Brand Planning
PART III MANAGING THE ADVERTISING
The Advertising Agency, Media Services, and Other Services