Note: Supplemental materials are not guaranteed with Rental or Used book purchases.
Purchase Benefits
What is included with this book?
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 | |
Planning Media Strategy: Finding Links to the Market | |
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 | |
Using Out-of-Home, Exhibitive, and Supplementary Media | |
Integrating Advertising | |
Relationship Building: Direct Marketing, Personal Selling, and Sales Promotion | |
Relationship Building: Public Relations, Sponsorship, and Corporate Advertising | |
Epilogue Repositioning a Brand | |
Marketing Plan Outline | |
Advertising Plan Outline | |
Important Terms | |
Endnotes | |
Credits and Acknowledgments | |
Name Index | |
Company Index | |
Subject Index | |
Table of Contents provided by Publisher. 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.