9780324113808

Advertising and Integrated Brand Promotion

by ; ;
  • ISBN13:

    9780324113808

  • ISBN10:

    0324113803

  • Edition: 3rd
  • Format: Hardcover
  • Copyright: 5/1/2002
  • Publisher: South-Western College Pub
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Summary

Like other aspects of business, good advertising is the result of hard work and careful planning. Creating good advertising is an enormous challenge. Imaginative and refreshingly honest, Advertising 3e continues the tradition of providing readers with a solid understanding of advertising strategy. The table of contents is designed to follow the same process that advertising agencies follow.

Table of Contents

Prefacep. vi
Acknowledgmentsp. xxii
The Process: Advertising in Business and Societyp. 2
Advertising as a Processp. 4
The Structure of the Advertising Industry: Advertisers, Advertising Agencies, and Support Organizationsp. 42
The Evolution of Advertisingp. 74
Social, Ethical, and Regulatory Aspects of Advertisingp. 114
From Principles to Practice: An Integrated Brand Promotion Casep. 148
Planning: Analyzing the Advertising Environmentp. 158
Advertising and Consumer Behaviorp. 160
Market Segmentation, Positioning, and the Value Propositionp. 208
Advertising and Promotion Researchp. 240
The Advertising Planp. 270
Advertising Planning: An International Perspectivep. 298
From Principles to Practice: Planning Advertising and IBPp. 326
Preparing the Messagep. 336
Creativity and Advertisingp. 338
Message Strategyp. 362
Copywritingp. 400
Art Direction and Productionp. 434
From Principles to Practice: Preparing Advertising and IBPp. 476
Placing the Message in Conventional and "New" Mediap. 484
Media Planning, Objectives, and Strategy for Advertising and Promoting the Brandp. 486
Media Planning: Print, Television, and Radiop. 522
Media Planning: Advertising and the Internetp. 558
From Principles to Practice: Cincinnati Bell Wireless: The Launch Campaignp. 596
Integrated Brand Promotionp. 604
Support Media, P-O-P Advertising, and Event Sponsorshipp. 606
Sales Promotionp. 634
Direct Marketingp. 668
Public Relations and Corporate Advertisingp. 694
From Principles to Practice: Sustaining and Growing the Brand after Launchp. 718
Glossaryp. 727
Name/Brand/Company Indexp. 741
Subject Indexp. 750
Creditsp. 766
Table of Contents provided by Syndetics. All Rights Reserved.

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