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Description of Advertising and Integrated Brand Promotion

Like other aspects of business, good advertising is the result of hard work and careful planning. Creating good advertising is an enormous challenge. Imaginative and refreshingly honest, Advertising 3e continues the tradition of providing readers with a solid understanding of advertising strategy. The table of contents is designed to follow the same process that advertising agencies follow.

Title Information

ISBN:

9780324113808

Pages:

736 pages

Format:

Hardback

Product Code:

19482

Publisher:

South-Western, Division of Thomson Learning

Published:

31/05/2002

Edition:

3rd Revised edition

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Contents of Advertising and Integrated Brand Promotion

Part One. THE PROCESS: ADVERTISING IN BUSINESS AND SOCIETY

1. Advertising as a Process

2. The Structure of the Advertising Industry: Advertisers, Agencies, and Support Organizations

3. The Evolution of Advertising

4. Social, Ethical, and Regulatory Aspects of Advertising


Part Two. PLANNING: ANALYZING THE ADVERTISING ENVIRONMENT

5. Advertising and Consumer Behavior.

6. Market Segmentation, Positioning, and the Value Proposition

7. Advertising Research

8. The Advertising Plan

9. Advertising Planning: An International Perspective


Part Three. PREPARING THE MESSAGE

10. Creativity and Advertising

11. Message Strategy: Objectives and Methods

12. Copywriting

13. Art Direction and Production


Part Four. PLACING THE MESSAGE IN CONVENTIONAL AND NEW MEDIA

14. Media Planning, Objectives, and Strategy

15. Media Planning: Print, Television, and Radio

16. Media Planning: Advertising and the Internet


Part Five. INTEGRATED BRAND PROMOTION

17. Support Media, P-O-P Advertising, and Event Sponsorship

18. Sales Promotion

19. Direct Marketing

20. Public Relations and Corporate Advertising