Note: Supplemental materials are not guaranteed with Rental or Used book purchases.
Purchase Benefits
What is included with this book?
What Is Advertising Today? | p. 2 |
The Evolution of Advertising | p. 28 |
The Economic, Social, and Regulatory Aspects of Advertising | p. 56 |
The Scope of Advertising: From Local to Global | p. 98 |
Marketing and Consumer Behavior: The Foundations of Advertising | p. 138 |
Market Segmentation ane! the Marketing Mix: Determinants of Advertising Strategy | p. 170 |
Research: Gathering Information for Advertising Planning | p. 210 |
Marketing and Advertising Planning | p. 240 |
Planning MediaStrategy: Finding Links to the Market | p. 276 |
Creative Strategy and the Creative Process | p. 314 |
Creative Execution: Art and Copy | p. 348 |
Producing Ads for Print, Electronic, and Digital Media | p. 384 |
Using Print Media | p. 424 |
Using Electronic Media: Television and Radio | p. 454 |
Using Digital Interactive Media | p. 486 |
Using Out-of-Home, Exhibitive, and Supplementary Media | p. 520 |
Relationship Building: Direct Marketing, Personal Selling, and Sales Promotion | p. 550 |
Relationship Building: Public Relations, Sponsorship, and Corporate Advertising | p. 588 |
Epilogue: Repositioning a Brand | p. 620 |
Marketing Plan Outline | p. 633 |
Advertising Plan Outline | p. 639 |
Important Terms | p. 643 |
End Notes | p. 668 |
Table of Contents provided by Blackwell. All Rights Reserved. |
The New copy of this book will include any supplemental materials advertised. Please check the title of the book to determine if it should include any access cards, study guides, lab manuals, CDs, etc.
The Used, Rental and eBook copies of this book are not guaranteed to include any supplemental materials. Typically, only the book itself is included. This is true even if the title states it includes any access cards, study guides, lab manuals, CDs, etc.