An accessible, well-written, and student-friendly approach to advertising.
Advertising tracks the changes in today’s dynamic world of media and marketing communication–as well as the implications of these changes to traditional practice–and presents them to students through an accessible, well-written approach. The Tenth edition highlights the increasing importance of consumers as the driving force in today’s advertising strategies, social media, and the Internet evolution/revolution. It also includes an increased IMC and brand focus.
New To This Edition
1.More In-Depth IMC Focus.
2.New Evaluation Chapter (and Author).
3.New Examples of Award-Winning Brand Communication Campaigns.
4.New Faces, New Cases, New Brands.
5.Contributions from Experts around the World.
PARTI: PRINCIPLE: BACK TO BASICS
Ch 1 Advertising
Ch 2 Brand Communication
Ch 3 Brand Communication and Society
PART II: PRINCIPLE: BE TRUE TO THY BRAND–AND THY CONSUMER
Ch 4 How Brand Communication Works
Ch 5 Segmenting and Targeting the Audience
Ch 6 Strategic Research
Ch 7 Strategic Planning
PART III: PRACTICE: DEVELOPING BREAKTHROUGH IDEAS IN THE DIGITAL AGE
Ch 8 The Creative Side
Ch 9 Promotional Writing
Ch10 Visual Communication
PART IV: PRINCIPLE: MEDIA IN A WORLD OF CHANGE
Ch11 Media Basics
Ch12 Paid Media
Ch13 Owned, Interactive, and Earned Media
Ch14 Media Planning and Negotiation
PART V: PRINCIPLE: IMC AND TOTAL COMMUNICATION
Ch15 Public Relations
Ch16 Direct Response
Ch17 Promotions
Ch18 The Principles and Practice of IMC
Ch19 Evaluating IMC Effectiveness
Appendix
Glossary
Notes
◎作者：Sandra Moriarty
現職：University of Colorado
◎作者：Nancy Mitchell
現職：University of Nebraska-Lincoln
◎作者：William Wells
現職：University of Minnesota