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There are few areas of business and marketing that operate in a more dynamic atmosphere than advertising and promotion. The process of new product and target audience research, branding and product development, executing creative sales approaches, and selecting media and non-traditional marketing communication placement are part of an evolving process that is undergoing dramatic change. The primary reason for publication of this new edition is to reflect this environment.Account people and creative people in the field of marketing communication, branding, integrated communications, and new media advertising.
Table of Contents
Background of Todays Advertising
Roles of Advertising
The Advertising Spiral and Brand Planning
The Advertising Agency, Media Services, and Other Services
The Advertisers Marketing/Advertising Operation
Internet and Direct Response Advertising
Research in Advertising
Creating the Message
The Total Concept: Words and Visuals
The Television Commercial
The Radio Commercial
Trademarks and Packaging
The Complete Campaign
Economic, Social, and Legal Effects of Advertising
Table of Contents provided by Publisher. All Rights Reserved.