9780324289565

Advertising and Integrated Brand Promotion (with InfoTrac)

by
  • ISBN13:

    9780324289565

  • ISBN10:

    0324289561

  • Edition: 4th
  • Format: Hardcover
  • Copyright: 1/21/2005
  • Publisher: South-Western College Pub
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Summary

ADVERTISING AND INTEGRATED BRAND PROMOTION, 4th Edition is highly visual and provides an integrated learning experience for the student. The new edition continues the tradition of delivering a solid understanding of advertising strategy, through a clearly written text as well as through the most contemporary ads. The table of contents follows the same process as an advertising agency. Like other aspects of business, good advertising is the result of hard work and careful planning. The new edition of Advertising and Integrated Brand Promotion illustrates how to best accomplish this.

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
Message Strategy
Copywriting
Art Direction and Production
Placing The Message in Conventional and New Media
Media Strategy and Planning for Advertising and IBP
Print, Television, and Radio
Media Planning: Advertising on the Internet
Integrated Brand Promotion
Support Media, Event Sponsorship, and Branded Entertainment
Sales Promotion and Point of Purchase Advertising
Direct Marketing
Public Relations and Corporate Advertising
Glossary. Name/Brand/Company
Index Subject
Index Credits
Table of Contents provided by Publisher. All Rights Reserved.

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