Advertising Principles and Effective IMC Practice
Published on 23. February 2007
Book
Paperback/Softback
978-0-13-167660-2 (ISBN)
Description
For Introductory courses in Advertising, offered in Marketing, Journalism and Communication departments.
Advertising: Principles and Effective IMC Practice, 1st Edition is an adaptation of Advertising: Principles and Practice 7th Edition.
It is the only advertising textbook written with an Effective Advertising perspective within an integrated marketing communication (IMC) context.
It is the only advertising textbook that features Asia Pacific advertisements and perspectives from local practitioners.
Advertising: Principles and Effective IMC Practice, 1st Edition is an adaptation of Advertising: Principles and Practice 7th Edition.
It is the only advertising textbook written with an Effective Advertising perspective within an integrated marketing communication (IMC) context.
It is the only advertising textbook that features Asia Pacific advertisements and perspectives from local practitioners.
More details
Language
English
Place of publication
Boston
United States
Publishing group
Pearson Education (US)
Target group
Professional and scholarly
Dimensions
Height: 275 mm
Width: 216 mm
Thickness: 22 mm
Weight
1390 gr
ISBN-13
978-0-13-167660-2 (9780131676602)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Classification
Content
1. Introduction to Advertising
2. Advertising?s Role in IMC
3. Advertising and Society
4. How Advertising Works
5. The Consumer Audience
6. Strategic Research
7. Strategic IMC Planning
8. Print and Out-of-Home Media
9. Broadcast Media
10. Interactive and Alternative Media
11. Media Planning and Buying
12. The Creative Side and Message Strategy
13. Copywriting
14. Design and Production
15. Direct Response
16. Sales Promotion, Events and Sponsorships
17. Public Relations and Retail Advertising
18. Special Advertising Situations
2. Advertising?s Role in IMC
3. Advertising and Society
4. How Advertising Works
5. The Consumer Audience
6. Strategic Research
7. Strategic IMC Planning
8. Print and Out-of-Home Media
9. Broadcast Media
10. Interactive and Alternative Media
11. Media Planning and Buying
12. The Creative Side and Message Strategy
13. Copywriting
14. Design and Production
15. Direct Response
16. Sales Promotion, Events and Sponsorships
17. Public Relations and Retail Advertising
18. Special Advertising Situations