Advertising Age The Principles of Advertising and Marketing Communication at Work

ISBN-10: 1111528756

ISBN-13: 9781111528751

Edition: 2012

Authors: Esther Thorson, Margaret Duffy

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Interested in learning about the challenging, exciting, and the societal important fields of advertising and marketing communication? This book catapults you into that world. You'll learn what it's like to work in these fields and about all the tools available to you as a professional persuader in today's media environment.
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Book details

List price: $47.95
Copyright year: 2012
Publisher: Cengage South-Western
Publication date: 8/15/2011
Binding: Paperback
Pages: 192
Size: 8.00" wide x 10.00" long x 0.50" tall
Weight: 0.902
Language: English

Author Margaret Duffy was born in Woodford, Essex, United Kingdom and has worked for both the Inland Revenue and the Ministry of Defense. When not writing, she works as a garden designer. She currently lives in Devon.

What is Advertising and What New Forms is it Taking?
Business Structures in the Advertising Industry
Important Times in Advertising History
Ethical and Regulatory Contexts of Advertising
Theory About How Advertising Works
Segmentation, Brand Positioning, and Defining the Brand Value Proposition
Research: The Magic Ingredient in Effective Advertising
Advertising and Promotion Management and Planning
Advertising Planning�an International Perspective
The Creative Strategy of Advertising Messages
Telling a Story that Showcases the Creative Strategy: Creative Advertising Executions
Creative Copywriting
Creative Design and Visuals
Media Planning
Media Planning for Traditional Advertising Media
Media Planning for the Internet and Other Digital Media
Promotions and their relationship to advertising
Public Relations and Advertising
Integrated Marketing Communication
Advertising's Future
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