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Category : Business

Table of contents:

Part 1 – Advertising and Marketing Communications Today 

Chapter 1   Advertising in a Marketing Communications Environment

Chapter 2   The Advertising Industry

Part 2 – Marketing Communications Planning

Chapter 3   Consumer Behaviour Concepts and Target Marketing

Chapter 4   Strategic Planning Concepts for Marketing Communications

Part 3 – Creating the Message

Chapter 5   Creative Planning Essentials

Chapter 6   Design, Layout, and Production

Part 4 – Communicating the Message: Planning Message Placement

Chapter 7   Media Planning Essentials

Chapter 8   Print Media: Newspapers and Magazines

Chapter 9   Broadcast Media: Television and Radio

Chapter 10 Out-of-Home Media

Chapter 11 Direct-Response Media

Chapter 12 Interactive Communications

Part 5 – Communicating the Message: Integrated Media Choices

Chapter 13 Sales Promotion

Chapter 14 Public Relations and Experiential Marketing

Product Detail:

Language: English
ISBN-10: 0133370275
ISBN-13: 978-0133370270
ISBN-13: 9780133370270

Get Canadian Advertising in Action Canadian 10th Edition by  Keith J. Tuckwell

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