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Contemporary advertising /
| Autor principal: | |
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| Formato: | Libro |
| Lenguaje: | English |
| Publicado: |
Boston :
McGraw-Hill/Irwin,
c2004.
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| Edición: | 9na. ed. |
| Colección: | McGraw-Hill/Irwin series de marqueting
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| Materias: |
Tabla de Contenidos:
- Advertising perspectives
- What is advertising today?
- The evolution of advertising
- The economic, social, and regulatory aspects of advertising
- The scope of advertising: from local to global
- Crafting marketing and advertising strategies
- Marketing and consumer behavior: the foundations of advertising
- The scope of advertising: from local to global
- Crafting marketing and advertising strategies
- Marketing and consumer behavior: the foundations of advertising
- Market segmentation and the marketing mix: determinants of advertising strategy
- Research: Gathering information for advertising planning
- Marketing and advertising planning: top-down, bottom-up, and IMC
- Planning media strategy: finding links to the market
- Integrating advertising with other elements of the communications mix
- Relationship building: direct marketing, personal selling, and sales promotion
- Relationship building: public relations, sponsorship, and corporate advertising
- Creating advertisements and commercials
- Creative strategy and the creative process
- Creative execution: art and copy
- Producing ads for print, electronic, and digital media
- Using advertising media
- Using print media
- Using electronic media: television and radio
- Using digital interactive media and direct mail
- Using out-of-home, exhibitive, and supplementary media.