Essentials of Contemporary Advertising

ISBN-10: 0073380970
ISBN-13: 9780073380971
Edition: 2nd 2009
List price: $181.33 Buy it from $3.00
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Book details

List price: $181.33
Edition: 2nd
Copyright year: 2009
Publisher: McGraw-Hill Higher Education
Publication date: 4/16/2008
Binding: Paperback
Pages: 592
Size: 8.50" wide x 10.75" long x 1.00" tall
Weight: 2.640
Language: English

An Introduction to Advertising
Advertising Yesterday, Today and Tomorrow
The Economic, Social, and Regulatory Aspects of Advertising
Business of Advertising
Understanding the Target Audience
Segmentation, Targeting, and the Marketing Mix
Communication and Consumer Behavior
The Planning Process
Account Planning and Research
Developing Marketing and Advertising Plans
The Creative Process
Creative Strategy and the Creative Process
Creative Execution: Art and Copy
Producing Ads for Print, Electronic, and Digital Media
Reaching the Target Audience
Print Advertising
Electronic Media: Television and Radio
Digital Interactive Media and Direct Mail
Out-of-Home, Direct-Mail and Specialty Advertising
Integrating Marketing Communications Elements
Media Planning and Buying
IMC: Direct Marketing, Personal Selling and Sales Promotion
IMC: Public Relations, Sponsorship, and Corporate Advertising
Glossary
Endnotes
Credits and Acknowledgments
Name Index Company
Index Subject
Index

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