Advertising : Principles and Practice
Providing a foundation of definitions, concepts and relationships relevant to advertising, this book examines advertising as an integral part of the marketing strategy. Case studies and audio and video examples of key concepts are used, and an instructors manual is available.
- Hardback | 732 pages
- 218.44 x 274.32 x 33.02mm | 1,859.72g
- 23 Dec 1991
- Pearson Education Limited
- Harlow, United Kingdom
- 2nd Revised edition
Table of contents
Part 1 Advertising foundations and environment: introduction to advertising; the advertising environment; ethics and regulations; advertising and marketing process; advertising agencies. Part 2 Advertising background, planning and strategy: the consumer audience; strategic research; strategy and planning; how advertising works. Part 3 Advertising media: media strategy and planning; broadcast media; print media; media buying. Part 3 Creative advertising: the creative side of advertising; creative print advertising; creative broadcast advertising; creating direct-response advertising; creating directory and out-of-home advertising. Part 4 Advertising operations: sales promotion ; public relations; advertising campaigns; evaluative research. Part 5 Miscellaneous advertising: business-to-business and retail advertising; international advertising.