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    ISBN-10: 0131477692
    ISBN-13: 9780131477698
    Author(s): TUCKWELL
    Buy it from: $9.01
    This item will ship on Tuesday, May 26.

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    List Price: $85.32
    Edition: 7th
    Publisher: PEARSON

    Part 1 Advertising and Marketing Communications Today 1. Advertising in a Marketing Communications Environment 2. The Advertising Industry The Practice of Advertising Client-Agency Relations: These Are Very Different Times Part 2 Marketing Communications Planning 3. Consumer Behaviour Concepts and Target Marketing 4. Strategic Planning Concepts for Marketing Communications The Practice of Advertising Target, Position, Advertise! Sometimes It Works. Sometimes It Doesnrsquo;t. Part 3 Creating the Message 5. Creative Planning Essentials 6. Design, Layout, and Production The Practice of Advertising An Illustration of Creative Development: The Depression Campaign for the Centre for Addiction and Mental Health Part 4 Communicating the Message: Planning Message Placement in Traditional Media Choices 7. Media Planning Essentials 8. Print Media: Newspapers and Magazines 9. Broadcast Media: Television and Radio 10. Out-of-Home Media The Practice of Advertising Media Strategy and Execution: An Innovative Local Market Campaign Yields Positive Results for Campbellrsquo;s Soup Part 5 Communicating the Messages: Integrated Media Choices 11. Direct Response Media 12. Internet Communications 13. Sales Promotion 14. Public Relations Event Marketing and Sponsorships The Practice of Advertising Below the Line Marketing and Marketing Communications Appendix I. Cases Studies InterContinental Hotels Molson Canadian Dairy Queen Grill & Chill Appendix II. Marketing Communications Plan-Schick Quattro Appendix III. Advertising Regulations Appendix IV. Glossary Index

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