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Contemporary Advertising 10E (Sie)

Contemporary Advertising 10E (Sie)

          
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About the Book

It is known for its current examples, the author's real-world experiences, and clear writing style. Taking a comprehensive view of the industry, this text presents advertising from the creative stand-point. The author continues to address the importance of Integrated Marketing Communications (IMC) in the field of Advertising and how it impacts advertising strategy.

Table of Contents:
PART I: ADVERTISING PERSPECTIVES Chapter 1 What is Advertising Today? Chapter 2 The Evolution of Advertising Chapter 3 The Economic, Social and Regulatory Aspects of Advertising Chapter 4 The Scope of Advertising: From Local to Global PART II: CRAFTING MARKETING AND ADVERTISING STRATEGIES Chapter 5 Marketing and Consumer Behavior: The Foundations of Advertising Chapter 6 Market Segmentation and the Marketing Mix: Determinants of Advertising Strategy Chapter 7 Research: Gathering Information for Advertising Planning Chapter 8 Marketing and Advertising Planning: Top-Down, Bottom-Up, and IMC Chapter 9 Planning Media Strategy: Finding Links to the Market PART III: INTEGRATING ADVERTISING WITH OTHER ELEMENTS OF THE COMMUNICATION MIX Chapter 10 Relationship Building: Direct Marketing, Personal Selling, and Sales Promotion Chapter 11 Relationship Building: Public Relations, Sponsorship, and Corporate Advertising PART IV: CREATING ADVERTISEMENTS AND COMMERCIALS Chapter 12 Creative Strategy and the Creative Process Chapter 13 Creative Execution: Art and Copy Chapter 14 Producing Ads for Print, Electronic and Digital Media PART V: USING ADVERTISING MEDIA Chapter 15 Using Print Media Chapter 16 Using Electronic Media: Television and Radio Chapter 17 Using Digital Interactive Media and Direct Mail Chapter 18 Using Out-of-Home, Exhibitive, and Supplemental Media


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Product Details
  • ISBN-13: 9780070667662
  • Publisher: Tata Mcgraw Hill
  • Publisher Imprint: Tata Mcgraw Hill
  • Edition: 10
  • No of Pages: 740
  • ISBN-10: 0070667667
  • Publisher Date: 2007
  • Binding: Paperback
  • Language: English
  • Weight: 500 gr

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