| Description |
xxviii, 558 pages : illustrations (chiefly color), map ; 28 cm |
| Contents |
Ch. 1. Advertising today and how we got here -- Ch. 2. The economic, social, and regulatory aspects of advertising -- Ch. 3. The advertising industry -- Ch. 4. Segmentation, targeting, and the marketing mix -- Ch. 5. Communication and consumer behavior -- Ch. 6. Account planning and research -- Ch. 7. Developing marketing and advertising plans -- Ch. 8. Creative strategy and the creative process -- Ch. 9. Creative execution : art and copy -- Ch. 10. Producing ads for print, electronic, and digital media -- Ch. 11. Print advertising -- Ch. 12. Electronic media : television and radio -- Ch. 13. Digital interactive media and direct mail -- Ch. 14. Out-of-home, trade shows, and supplementary media -- Ch. 15. Media planning and buying -- Ch. 16. Relationship building : direct marketing, personal selling, and sales promotion -- Ch. 17. Relationship building : public relations, sponsorship, and corporate advertising |
| Bibliography |
Includes bibliographical references (pages 506-521) and indexes |
| Subject |
Advertising.
|
| Author |
Schaefer, David H.
|
| LC no. |
2005057672 |
| ISBN |
0073136662 alkaline paper |
|
