Advertising:international edition

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Language: Anglais
Cover of the book Advertising:international edition

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· Paperback

Part One: Foundations

Chapter One: Introduction to Advertising

Chapter Two: Advertising's Role in Marketing

Chapter Three: Advertising and Society

Part Two: Planning and Strategy

Chapter Four: How Advertising Works

Chapter Five: The Consumer Audience

Chapter Six: Strategic Research

Chapter Seven: Strategic Planning

Part Three: Effective Advertising Media

Chapter Eight: Print and Out-of-Home Media

Chapter Nine: Broadcast Media

Chapter Ten: Interactive and Alternative Media

Chapter Eleven: Media Planning and Buying

Part Four: Effective Advertising Messages

Chapter Twelve: The Creative Side and Message Strategy

Chapter Thirteen: Copywriting

Chapter Fourteen: Design and Production

Part Five: Integration and Evaluation

Chapter Fifteen: Direct Response

Chapter Sixteen: Sales Promotion, Events, and Sponsorships

Chapter Seventeen: Public Relations

Chapter Eighteen: Special Advertising Situations

Chapter Nineteen: Evaluation of Effectiveness