Advertising Perspectives | |
What is Advertising Today? | |
The Evolution of Advertising | |
The Economic, Social and Regulatory Aspects of Advertising | |
The Scope of Advertising: From Local to Global | |
Crafting Marketing and Advertising Strategies | |
Marketing and Consumer Behavior: The Foundations of Advertising | |
Market Segmentation and the Marketing Mix: Determinants of Advertising Strategy | |
Research: Gathering Information for Advertising Planning | |
Marketing and Advertising Planning: Top-Down, Bottom-Up, and IMC | |
Planning Media Strategy: Finding Links to the Market | |
Integrating Advertising With Other Elements of the Communication Mix | |
Relationship Building: Direct Marketing, Personal Selling, and Sales Promotion | |
Relationship Building: Public Relations, Sponsorship, and Corporate Advertising | |
Creating Advertisements and Commercials | |
Creative Strategy and the Creative Process | |
Creative Execution: Art and Copy | |
Producing Ads for Print, Electronic and Digital Media | |
Using Advertising Media | |
Using Print Media | |
Using Electronic Media: Television and Radio | |
Using Digital Interactive Media and Direct Mail | |
Using Out-of-Home, Exhibitive, and Supplemental Media | |
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