Description |
xvii, 766 pages : illustrations (some color) ; 28 cm |
Contents |
1. Background of today's advertising -- 2. Roles of advertising -- 3. The advertising spiral and brand planning -- 4. Target marketing -- 5. The advertising agency, media services and other services -- 6. The advertiser's marketing/advertising operation -- 7. Basic media strategy -- 8. Using television -- 9. Using radio -- 10. Using newspapers -- 11. Using magazines -- 12. Out-of-home advertising -- 13. Direct-response and internet advertising -- 14. Sales promotion -- 15. Research in advertising -- 16. Creating the copy -- 17. The total concept: words and visuals -- 18. Print production -- 19. The television commercial -- 20. The radio commercial -- 21. Trademarks and packaging -- 22. The complete campaign -- 23. International advertising -- 24. Economic, social and legel effects of advertising |
Summary |
This book "combines the tradition of providing basic coverage of the fields of advertising and promotion with an in-depth description of the fast changing environment in which modern marketing operates. The text offers a comprehensive, yet clear, discussion of the trends in marketing communication." -- page x |
Notes |
Previous ed.: 2002 |
Subject |
Advertising.
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Author |
Russell, Thomas, 1941-
|
|
Lane, W. Ronald, 1940-
|
|
King, Karen Whitehill.
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ISBN |
0131273922 |
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