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9780137228690

Advertising : Principles and Practice

by ; ;
  • ISBN13:

    9780137228690

  • ISBN10:

    0137228694

  • Edition: 3rd
  • Format: Hardcover
  • Copyright: 1994-11-01
  • Publisher: Prentice Hall Professional Technical Reference

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Summary

Exceptionally real-world in focus with examples, issues, and applications interlaced throughout this best-selling introduction to both the theory and practice of advertising provides important insights into how advertising is done, who does it, and the critical questions that must be resolved.

Table of Contents

Advertising Foundations And Environment
Introduction to Advertising
Advertising and Society
Advertising and the Marketing Process
Advertising Background, Planning, And Strategy
The Consumer Audience
Account Planning and Research
How Advertising Works
Advertising Planning and Strategy
Advertising Media
Media Planning and Buying
Print Media
Broadcast and Interactive Online Media
Creating Advertising
The Creative Side of Advertising
Creating Print Advertising
Creating Broadcast Advertising
Direct-Response Media
Integrating Marketing Communication Elements
Promotions
Public Relations
Retail and Business-to-Business Advertising
International Advertising
The Integrated Campaign
Table of Contents provided by Publisher. All Rights Reserved.

Supplemental Materials

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