M: Advertising: 2024 Release ISE
Autor Michael Weigold, William Arensen Limba Engleză Paperback – 26 feb 2024
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Specificații
ISBN-13: 9781266851759
ISBN-10: 1266851755
Pagini: 480
Ediția:5
Editura: McGraw Hill Education
Colecția McGraw-Hill
Locul publicării:United States
ISBN-10: 1266851755
Pagini: 480
Ediția:5
Editura: McGraw Hill Education
Colecția McGraw-Hill
Locul publicării:United States
Cuprins
PART ONE: AN INTRODUCTION TO ADVERTISING
1 What Is Advertising?
2 The Environment of Advertising
3 The Business of Advertising
PART TWO: UNDERSTANDING THE TARGET AUDIENCE
4 Targeting and the Marketing Mix
5 Communication and Consumer Behavior
PART THREE: THE PLANNING PROCESS
6 Account Planning and Research
7 Marketing, Advertising, and IMC Planning
PART FOUR: THE CREATIVE PROCESS
8 Creating Ads: Strategy and Process
9 Creative Execution: Art and Copy
PART FIVE: REACHING THE TARGET AUDIENCE
10 Print Media
11 Audio and Video Media
12 Digital Interactive Media
13 Out-of-Home, Direct-Mail, and Promotional Product Advertising
PART SIX: INTEGRATING MARKETING COMMUNICATIONS ELEMENTS
14 Media Planning and Buying
15 IMC: Direct Marketing, Personal Selling, Packaging, and Sales Promotion
16 IMC: Public Relations, Sponsorship, and Corporate Advertising
1 What Is Advertising?
2 The Environment of Advertising
3 The Business of Advertising
PART TWO: UNDERSTANDING THE TARGET AUDIENCE
4 Targeting and the Marketing Mix
5 Communication and Consumer Behavior
PART THREE: THE PLANNING PROCESS
6 Account Planning and Research
7 Marketing, Advertising, and IMC Planning
PART FOUR: THE CREATIVE PROCESS
8 Creating Ads: Strategy and Process
9 Creative Execution: Art and Copy
PART FIVE: REACHING THE TARGET AUDIENCE
10 Print Media
11 Audio and Video Media
12 Digital Interactive Media
13 Out-of-Home, Direct-Mail, and Promotional Product Advertising
PART SIX: INTEGRATING MARKETING COMMUNICATIONS ELEMENTS
14 Media Planning and Buying
15 IMC: Direct Marketing, Personal Selling, Packaging, and Sales Promotion
16 IMC: Public Relations, Sponsorship, and Corporate Advertising