Résumé
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
I. THE PLACE OF ADVERTISING.
1. Background
of Today's Advertising.
2. Roles of Advertising.
2. Roles of Advertising.
II. PLANNING THE ADVERTISING.
3. The
Advertising Spiral and Brand Planning.
4. Target Marketing.
4. Target Marketing.
III. MANAGING THE ADVERTISING.
5. The
Advertising, Media Services, and Other Services.
6. The Advertiser's Marketing/Advertising Operation.
6. The Advertiser's Marketing/Advertising Operation.
IV. MEDIA.
7. Basic Media
Strategy.
8. Using Television.
9. Using Radio.
10. Using Newspapers.
11. Using Magazines.
12. Out-of-Home Advertising.
13. Direct-Response and Internet Advertising.
14. Sales Promotion.
8. Using Television.
9. Using Radio.
10. Using Newspapers.
11. Using Magazines.
12. Out-of-Home Advertising.
13. Direct-Response and Internet Advertising.
14. Sales Promotion.
V. CREATING THE ADVERTISING.
15. Research
in Advertising.
16. Creating the Copy.
17. The Total Concept: Words & Visuals.
18. Print Production.
19. The Television Commercial.
20. The Radio Commercial.
21. Trademarks and Packaging.
22. The Complete Campaign.
16. Creating the Copy.
17. The Total Concept: Words & Visuals.
18. Print Production.
19. The Television Commercial.
20. The Radio Commercial.
21. Trademarks and Packaging.
22. The Complete Campaign.
VI. OTHER ENVIRONMENTS OF ADVERTISING.
23. Retail
Advertising.
24. International Advertising.
25. Legal and Other Restraints on Advertising.
26. Economics and Social Effects of Advertising.
24. International Advertising.
25. Legal and Other Restraints on Advertising.
26. Economics and Social Effects of Advertising.
L'auteur - J.Thomas Russell
J. Thomas Russell, Piedmont College
Caractéristiques techniques
| PAPIER | |
| Éditeur(s) | Prentice Hall |
| Auteur(s) | J.Thomas Russell, W Ronald Lane |
| Parution | 01/09/2001 |
| Nb. de pages | 698 |
| Format | 21,8 x 28,3 |
| Couverture | Relié |
| Poids | 1702g |
| Intérieur | 2 couleurs |
| EAN13 | 9780130328779 |
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