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Canadian Advertising in Action

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