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Table of Content: Part 1: An Introduction to Advertising
Chapter 1 Advertising Yesterday, Today, and Tomorrow
Chapter 2 The Economic, Social, and Regulatory Aspects of Advertising
Chapter 3 The Business of Advertising
Part 2: Understanding the Target Audience
Chapter 4 Segmentation, Targeting, and the Marketing Mix
Chapter 5 Communication and Consumer Behavior
Part 3: The Planning Process
Chapter 6 Account Planning and Research
Chapter 7 Developing Marketing and Advertising Plans
Part 4: The Creative Process
Chapter 8 Creative Strategy and the Creative Process
Chapter 9 Creative Execution: Art and Copy
Chapter 10 Producing Ads for Print, Electronic, and Digital Media
Part 5: Reaching the Target Audience
Chapter 11 Print Advertising
Chapter 12 Electronic Media: Television and Radio
Chapter 13 Digital Interactive Media
Chapter 14 Out-of-Home, Direct-Mail, and Specialty Advertising
Part 6: Integrating Marketing Communications Elements
Chapter 15 Media Planning and Buying
Chapter 16 IMC: Direct Marketing, Personal Selling, and Sales Promotion
Chapter 17 IMC: Public Relations, Sponsorship, and Corporate Advertising
Product Details: Language: English
ISBN-10: 0073380970
ISBN-13: 978-0073380971
ISBN-13: 9780073380971
Author: William Arens, David Schaefer, Michael Weigold
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