CANADIAN ADVERTISING IN ACTION

Name: CANADIAN ADVERTISING IN ACTION
Availability: OutOfStock
ISBN: 9780130430786

ISBN-10: 0130430781

ISBN-13: 9780130430786

Edition: 6th 2003

Authors: TUCKWELL

List price: $70.36

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Designed for applied advertising courses in most community colleges and many continuing education departments in universities.The Sixth Edition of Canadian Advertising in Action holds true to its original mandate: Canadian, brief and applied. Carefully balancing theory and practice, this practical introduction to Canadian advertising focuses primarily on advertising planning. Viewed from a Canadian perspective, the concepts are presented in the context of corporate planning and marketing planning. Students explore the relationships between various advertising plans and learn how these are conceived and developed from initial concept through to finished creative media plans.

Book details

List price: $70.36
Edition: 6th
Copyright year: 2003
Publisher: PEARSON
Publication date: 1/1/1843




Advertising and Marketing Communications Today



Marketing Communications Overview



The Advertising Industry


The Practice of Advertising: Speculative Pitches and the Hiring of an Advertising Agency



Marketing Communications Planning



Consumer Behaviour Concepts and Target Marketing



Strategic Planning Concepts for Marketing Communications


The Practice of Advertising: Strategic Planning Links Brand Marketing to Corporate Goals: Molson Canadian



Creating The Message



Creative Planning Essentials



Design: Layout and Production


Case Study: Special K Creative Strategy Decision


The Practice of Advertising: An Illustration of Creative Development: The Depression Campaign for The Centre for Addiction and Mental Health



Communicating The Message: Planning Message Placement



Media Planning Essentials



Media research and Planning Tools


The Practice of Advertising


Multi-Media Campaign Yields Positive Results: Dove Soap



Communicating The Message: Traditional Media Choices



Print Media: Newspapers and Magazines



Broadcast Media: Television and Radio



Out-of-Home Media


Case Study: Lincoln Navigator Media Strategy and Media Execution Decisions


The Practice of Advertising: Illustration of a Creative Plan and Media Plan: Trust Deodorant



Communicating The Message: Integrated Media Choices



Direct Response Media



Internet Communications



Sales Promotion and Personal Selling



Public Relations and Event Marketing and Sponsorships


Case Study: Levi's Jeans - An Integrated Marketing Communications Plan


The Practice of Advertising: Colgate Total Gum: Integrated Marketing Communications Plan



Advertising Regulations and Legislation



Advertising Lexicon


Index