Advertising : a framework
Author(s)
Bibliographic Information
Advertising : a framework
Prentice Hall, c2001
1st ed.
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Note
Includes index
Description and Table of Contents
Description
For courses in Advertising Principles, Introduction to Advertising, Communications, Journalism, and for use as a supplement to graduate courses in Advertising programs.
This text examines the core components of contemporary advertising as they relate to marketing promotion and marketing communication. It shows how the development of brand strategy and brand equity is crucial to successful advertising.
Table of Contents
1. The Background and Roles of Advertising.
2. The Advertising Spiral and Brand Planning.
3. Target Marketing.
4. Management of Advertising.
5. Media Planning and Execution.
6. Broadcast and Cable Media
7. Print Media.
8. Other Media: Out-of-Home, Direct Response, Internet.
9. Sales Promotion.
10. Research in Advertising.
11. Creative Strategy.
12. Creative Essentials.
13. Production and Planning.
14. Retail Advertising.
15. International Advertising.
16. Economic, Social, and Legal Effects of Advertising.
by "Nielsen BookData"