9781259815942

M: Advertising

by ;
  • ISBN13:

    9781259815942

  • ISBN10:

    1259815943

  • Edition: 3rd
  • Format: Hardcover
  • Copyright: 2018-01-01
  • Publisher: McGraw-Hill Education

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Table of Contents

part one: AN INTRODUCTION TO ADVERTISING
1 The Evolution of Advertising    2
2 The Environment of Advertising    26
3 The Business of Advertising    56

part two: UNDERSTANDING THE TARGET AUDIENCE

4 Targeting and the Marketing Mix    86
5 Communication and Consumer Behavior    116

part three: THE PLANNING PROCESS

6 Account Planning and Research    142
7 Marketing, Advertising, and IMC Planning    166

part four: THE CREATIVE PROCESS

8 Creating Ads: Strategy and Process    190
9 Creative Execution: Art and Copy    212

part five: REACHING THE TARGET AUDIENCE

10 Print Advertising    240
11 Broadcast, Cable, Digital, and Satellite Media: Television and Radio    264
12 Digital Interactive Media    290
13 Out-of-Home, Direct-Mail, and Promotional Products    312

part six: INTEGRATING MARKETING COMMUNICATIONS ELEMENTS
14 Media Planning and Buying    336
15 IMC: Direct Marketing, Personal Selling, Packaging, and Sales Promotion    362
16 IMC: Public Relations, Sponsorship, and Corporate Advertising    392

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