For those on introductory courses in advertising and promotion in departments of advertising, marketing, business and journalism, this book chronicles the scope, financial investment and importance of advertising as a marketing tool. Balancing both theoretical and practical approaches to advertising, the text distinguishes the marketing foundations of advertising, guides students through the specific techniques used in media, creative and campaign planning, and offers a broad overview of the history, purpose and role of advertising. The text reflects trends in television and print and production, and discusses how advertising has broadened its base with the presently changing role of increased significance of sales promotion and public relations. Case studies highlight the changes taking place in the industry, including some new international cases which show the differences between the campaigns in five different countries. Topics in sales promotion, target marketing and TV are provided for discussion, and current exhibits, advertisements, cases and examples illustrate key concepts. Over 100 new ads are featured from products such as Kodak, American Express, Del Monte and Maybelline. Discussion of the EC is expanded in this edition.
| ISBN | 0135186714 | | DEWEY edition | DC20 | | ISBN13 | 9780135186718
(What's this?) | | Pages | 768 | | Publisher | Pearson Higher Education | | Weight (grammes) | 1500 | | Imprint | Pearson US Imports & PHIPEs | | Published in | Welwyn Garden City | | Format | Paperback | | Height (mm) | 275 | | Publication date | 01 Jan 1993 | | Width (mm) | 210 | | DEWEY | 659.1 | | Academic level | Undergraduate, Postgraduate |
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THE PLACE OF ADVERTISING Background of Today's Advertising. Roles of Advertising. PLANNING THE ADVERTISING The Advertising Spiral and Brand Planning. Target Marketing. MANAGING THE ADVERTISING The Advertising Agency, Media Services, and other Services. The Advertiser's Marketing/Advertising Operation. MEDIA Basic media Strategy. Using Television. Using Radio. Using Newspaper. Using Magazines. Out-of-home-Advertising. Direct-Response and Direct-Mail Advertising. Sales Promotion. CREATING THE ADVERTISING Research in Advertising. Creating the Copy. The Total Concept: Words and Visuals. Print Production. The Television Commercial. The Radio Commercial. Trademarks and Packaging. The Complete Campaign. OTHER ENVIRONMENTS OF ADVERTISING Retail Advertising. International Advertising. Legal and Other Restraints on Advertising. Economic and Social Effects of Advertising.
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