Canadian Advertising in Action

Name: Canadian Advertising in Action
Availability: OutOfStock
ISBN: 9780132405744

ISBN-10: 0132405741

ISBN-13: 9780132405744

Edition: 8th 2009

Authors: Keith J. Tuckwell

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Book details

Edition: 8th
Copyright year: 2009
Publisher: Pearson Education Canada
Binding: Paperback
Pages: 576
Size: 8.35" wide x 10.80" long x 1.25" tall
Weight: 2.002
Language: English




Advertising and Marketing Communications Today



Advertising in a Marketing Communications Environment



The Advertising Industry


The Practice of Advertising-Part I


Client-Agency Relations: Issues Related to Pitching New Accounts



Marketing Communications Planning



Consumer Behaviour Concepts and Target Marketing



Strategic Planning Concepts for Marketing Communications


The Practice of Advertising-Part II


Wal-Mart Adopts New Strategy Based on New Knowledge of Shoppers


Will It Work?



Creating the Message



Creative Planning Essentials



Design, Layout, and Production


The Practice of Advertising-Part III


Fear Works for Volkswagen


Dove Redefines Beauty



Communicating the Message: Planning Message Placement



Media Planning Essentials



Print Media: Newspapers and Magazines



Broadcast Media: Television and Radio



Out-of-Home Media



Direct-Response Media



Interactive Communications


The Practice of Advertising-Part IV


Media Strategy and Execution: Unique Media Strategies Yield Good Results



Communicating the Message: Integrated Media Choices



Sales Promotion



Public Relations and Event Marketing and Sponsorships


The Practice of Advertising-Part V


Below the Line Marketing and Marketing Communications



Case Studies



Marketing Communications Plan



Advertising Regulations





Glossary


Index