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Powerful and practical, current and cutting-edge, ADVERTISING AND INTEGRATED BRAND PROMOTION, 5e captures the thrill of advertising with its integrated learning experience, solid theory, real-world examples, and coverage of emerging trends.
Table of Contents
|The Process: Advertising And Integrated Brand Promotion In Business And Society|
|The World of Advertising and Integrated Brand Promotion|
|The Structure of the Advertising Industry: Advertisers, Advertising Agencies, and Support Organizations|
|The Evolution of Promoting and Advertising Brands|
|Social, Ethical, and Regulatory Aspects of Advertising|
|The Planning: Analyzing The Advertising And Integrated Brand Promotion Environment|
|Advertising, Integrated Brand Promotion, and Consumer Behavior|
|Market Segmentation, Positioning, and the Value Proposition|
|Advertising and Promotion Research|
|Planning Advertising and Integrated Brand Promotion|
|Advertising Planning: An International Perspective|
|Preparing The Message|
|Creativity, Advertising, and the Brand|
|Art Direction and Production|
|Placing The Message In Conventional And New Media|
|Media Strategy and Planning for Advertising and IBP|
|Media Planning: Print, Television, and Radio|
|Media Planning: Advertising and IBP on the Internet|
|Integrated Brand Promotion|
|Support Media, Sales Promotion, and Point of Purchase Advertising|
|Event Sponsorship, Product Placements, and Branded Entertainment|
|Direct Marketing and Personal Selling|
|Public Relations, Influencer Marketing, and Corporate Advertising|
|Table of Contents provided by Publisher. All Rights Reserved.|