Advertising : A Framework

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For courses in Advertising Principles, Introduction to Advertising, Communications, Journalism, and for use as a supplement to graduate courses in Advertising programs.This text examines the core components of contemporary advertising as they relate to marketing promotion and marketing communication. It shows how the development of brand strategy and brand equity is crucial to successful advertising.
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Product details

  • Paperback | 378 pages
  • 189.5 x 230.9 x 15.2mm | 607.82g
  • Pearson
  • United States
  • English
  • 0130852201
  • 9780130852205

Table of contents

1. The Background and Roles of Advertising. 2. The Advertising Spiral and Brand Planning. 3. Target Marketing. 4. Management of Advertising. 5. Media Planning and Execution. 6. Broadcast and Cable Media 7. Print Media. 8. Other Media: Out-of-Home, Direct Response, Internet. 9. Sales Promotion. 10. Research in Advertising. 11. Creative Strategy. 12. Creative Essentials. 13. Production and Planning. 14. Retail Advertising. 15. International Advertising. 16. Economic, Social, and Legal Effects of Advertising.
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About W.Ronald Lane

RON LANE is Professor of Communications at the University of Georgia. He is also a partner in SLRS Communications, an advertising-marketing agency and a member of the American Advertising Federation's (AAF) Academic Division Executive Committee. TOM RUSSELL is the Phil Landrum Professor of Communications at Piedmont College, Demorest, Georgia. He was formerly Professor of Advertising and Dean of the Grady College of Journalism and Mass Communication at The University of Georgia. Tom received his Ph.D. in Communications from the University of Illinois and was formerly editor of the Journal of Advertising.
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