Note: Supplemental materials are not guaranteed with Rental or Used book purchases.
Purchase Benefits
What is included with this book?
Part I: The Place of Advertising
Chapter 1. Background of Today’s Advertising
Chapter 2. Roles of Advertising
Part II: Planning the Advertising
Chapter 3. Brand Planning and the Advertising Spiral
Chapter 4. Target Marketing
Part III: Target Marketing
Chapter 5. The Advertising Agency, Media Services, and Other Services
Chapter 6. The Advertiser’s Marketing/Advertising Operation
Part IV: Media
Chapter 7. Media Strategy
Chapter 8. Using Television
Chapter 9. Using Radio
Chapter 10. Using Newspapers
Chapter 11. Using Magazines
Chapter 12. Out-of-Home Advertising
Chapter 13. Digital and Direct-Response Advertising
Chapter 14. Sales Promotion
Part V: Creating the Advertising
Chapter 15. Research in Advertising
Chapter 16. Creating the Message
Chapter 17. The Total Concept: Words and Visuals
Chapter 18. Print Production
Chapter 19. Video and the Commercial
Chapter 20. The Radio Commercial
Chapter 21. Trademarks and Packaging
Chapter 22. The Complete Campaign
Part VI: Other Environments of Advertising
Chapter 23. International Advertising
Chapter 24. Economic, Social, and Legal Effects of Advertising
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.