Economics
Author(s)
Bibliographic Information
Economics
（Pearson international edition）
Pearson, c2012
10th ed., Global ed
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Note
Includes index
Description and Table of Contents
Description
For introductory courses in advertising.
An accessible, well-written, and student-friendly approach to advertising.
This title is a Pearson Global Edition. The Editorial team at Pearson has worked closely with educators around the world to include content which is especially relevant to students outside the United States.
Advertising tracks the changes in today's dynamic world of media and marketing communication as well as the implications of these changes to traditional practice and presents them to students through an accessible, well-written approach.
The tenth edition highlights the increasing importance of consumers as the driving force in today's advertising strategies, social media, and the Internet evolution/revolution. It also includes an increased IMC and brand focus.
Table of Contents
Part I: Principles Endure In Times of Turmoil
Chapter 1. The New World of Marketing Communication
Chapter 2. Integrated Brand Communication
Chapter 3. Brand Communication and Society
Part II: Principle: Be True to Thy Brand
Chapter 4. How Brand Communication Works
Chapter 5. Segmenting and Targeting the Audience
Chapter 6. Strategic Research
Chapter 7. Strategic Planning
Part III: Practice: Where is Creative Headed?
Chapter 8. Creative Strategy
Chapter 9. Copywriting
Chapter 10. Visual Communication
Part IV: Practice: Where Are Media Heading?
Chapter 11. Media Basics
Chapter 12. Traditional Media
Chapter 13. Digital Media
Chapter 14. Media Planning and Buying
Part V: Practice: IMC and Total Communication
Chapter 15. Public Relations
Chapter 16. Direct-Response
Chapter 17. Promotions
Chapter 18. The IMC Umbrella
Chapter 19. Evaluation of Effectiveness
by "Nielsen BookData"