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Principles of Advertising : a Global Perspective, Second Edition.
""A complete and well-organized textbook on advertising""?Educational Book ReviewPrinciples of Advertising: A Global Perspective, Second Edition updates the classic first edition of this exceptional classroom resource, selected as one of CHOICE magazine's Outstanding Academi...
| Clasificación: | Libro Electrónico |
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| Autor principal: | |
| Otros Autores: | |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
Hoboken :
Taylor and Francis,
2012.
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| Temas: | |
| Acceso en línea: | Texto completo |
Tabla de Contenidos:
- Principles of Advertising: A Global Perspective; Copyright; Contents; Foreword; Preface to the Second Edition; Acknowledgments; Chapter 1. Introduction to Advertising; Advertising Defined; Advertising Classifications; The Global Perspective: Global Brand Creation; Advertising Functions; Advertising and Marketing; Ethics Track: Has the Top Pharmaceutical Advertiser Abused Its Power?; The Evolution of Advertising; Summary; 30 Spot: Integrating an IMC Philosophy; Chapter 2. The Advertising Environment: Economy, Society, and Technology; The Advertising Environment.
- The Global Perspective: Know When to Back OffEconomic Forces and Advertising; Social Forces and Advertising; Ethics Track: Invasive Technologies; Technological Forces and Advertising; Summary; :60 Spot: The Times They Are Changin'; Chapter 3. Legal and Political Forces and Advertising; The Political and Legal Environments in the United States; The Global Perspective: The Impact of Advertising Environment on International Advertising; The Political and Legal Environments in Other Selected Countries; Ethics Track: Tobacco's Woes; Summary; :30 Spot: The Benefits of a Graduate Degree.
- Chapter 4. The Advertising Business and Advertising AgenciesThe Advertising Business; The Global Perspective: ""I'm Lovin'It"" in China; The Advertising Agency; Agency Compensation; Ethics Track: The Canadian Conundrum; Client-Agency Relationships; Summary; :60 Spot: The Milk Mustache Story; Chapter 5. Market Segmentation, Target Marketing, and Product Positioning; Market Segmentation; The Global Perspective: A Week in Marketing; Target Marketing; Ethics Track: Marketing Cosmetic Surgery; Product Positioning; Summary; :30 Spot: ""Paws-itively Hilarious""
- Chapter 6. Buyer Behavior and AdvertisingThe Buyer Decision Process; The Global Perspective: We Can Create It, but We Can't Show It; Factors Influencing the Business Market; Factors Influencing the Consumer Market; Ethics Track: Marketing to Men; Consumer Behavior; Summary; :60 Spot: Marketing Professional Services
- Chapter 7. Marketing and Advertising Research; Marketing Research; The Global Perspective: Consumer Intelligence; Advertising Research; Research Trends; Ethics Track: Janet Jackson Exposed; Summary; :60 Spot: Writing the Road to Success.
- Chapter 8: The Marketing and Advertising Planning ProcessThe Marketing Plan; The Global Perspective: When Coke May Not Be It
- The Advertising Plan; Ethics Track: Olympic Sponsorship Ambushed; Making Budget Decisions; Summary; :30 Spot: A Day in the Life of an Evolving Brand; Chapter 9. The Creative Aspect of Advertising; Creative Concepts or Creativity in Advertising; The Global Perspective: Hard Sell Is a Hard Sell Overseas; Development in Creative Strategy; Ethics Track: Advertising As Programming?; Summary; :30 Spot: The Key to Great Creative; Chapter 10. Advertising Production.
- Print Advertising Production.