Advertising Excellence
Published on 1. January 1995
Book
Hardback
704 pages
978-0-07-006847-6 (ISBN)
Description
This text blends the creativity of advertising with solid coverage of theory and real-world applications, covering topics such as : the foundations of advertising; audience analysis and buyer behaviour; art direction; print media; and intercultural advertising.
More details
Language
English
Place of publication
New York
United States
Publishing group
McGraw-Hill Education - Europe
Target group
College/higher education
Illustrations
Illustrationssome col.), col. facsims.
Dimensions
Height: 230 mm
Width: 216 mm
Weight
1659 gr
ISBN-13
978-0-07-006847-6 (9780070068476)
Copyright in bibliographic data is held by Nielsen Book Services Limited or its licensors: all rights reserved.
Schweitzer Classification
Persons
Content
Part 1 Understanding advertising today: the foundations of advertising; the advertiser-agency partnership; the advertising environment. Part 2 Audience definition, research, and planning: audience analysis and buyer behaviour; segmentation, targeting, and positioning; advertising research; advertising objectives, strategy, and planning; intercultural and international advertising. Part 3 The creative process: creativity, creative strategy, and copywriting; art direction; print production; electronic production. Part 4 Media choices: media objectives, strategy, and planning; print media; electronic media; direct marketing and out-of-home advertising. Part 5 Putting the campaign together: sales promotion and supplementary media; public relations and special communications; local advertising; from plan to results - the complete campaign. Appendices: sample marketing plan; sample advertising plan; career planning guide.