ISBN13:978-0073135694 ISBN10: 0073135690 This edition has also been released as: ISBN13: 978-0072964721 ISBN10: 0072964723
Edition/Copyright:10TH 06 Cover: Hardback Publisher:Richard D. Irwin, Inc. Published: 04/01/2005 International: No
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Part I: Advertising Perspectives
Chapter 1 What is Advertising Today? Chapter 2 The Evolution of Advertising Chapter 3 The Economic, Social and Regulatory Aspects of Advertising Chapter 4 The Scope of Advertising: From Local to Global
Part II: Crafting Marketing and Advertising Strategies
Chapter 5 Marketing and Consumer Behavior: The Foundations of Advertising Chapter 6 Market Segmentation and the Marketing Mix: Determinants of Advertising Strategy Chapter 7 Research: Gathering Information for Advertising Planning Chapter 8 Marketing and Advertising Planning: Top-Down, Bottom-Up, and IMC Chapter 9 Planning Media Strategy: Finding Links to the Market
Part III: Integrating Advertising With Other Elements of the Communication Mix
Chapter 10 Relationship Building: Direct Marketing, Personal Selling, and Sales Promotion Chapter 11 Relationship Building: Public Relations, Sponsorship, and Corporate Advertising
Part IV: Creating Advertisements and Commercials
Chapter 12 Creative Strategy and the Creative Process Chapter 13 Creative Execution: Art and Copy Chapter 14 Producing Ads for Print, Electronic and Digital Media
Part V: Using Advertising Media
Chapter 15 Using Print Media Chapter 16 Using Electronic Media: Television and Radio Chapter 17 Using Digital Interactive Media and Direct Mail Chapter 18 Using Out-of-Home, Exhibitive, and Supplemental Media
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