Ulteriori informazioni
This text is highly visual and provides an integrated learning experience for the student.
Sommario
PART ONE: THE PROCESS: ADVERTISING AND INTEGRATED BRAND PROMOTION IN BUSINESS AND SOCIETY.1. The World of Advertising and Integrated Brand Promotion.2. The Structure of the Advertising Industry: Advertisers, Advertising Agencies, and Support Organizations.3. The Evolution of Promoting and Advertising Brands.4. Social, Ethical, and Regulatory Aspects of Advertising.PART TWO: THE PLANNING: ANALYZING THE ADVERTISING AND INTEGRATED BRAND PROMOTION ENVIRONMENT.5. Advertising, Integrated Brand Promotion, and Consumer Behavior.6. Market Segmentation, Positioning, and the Value Proposition.7. Advertising and Promotion Research.8. Planning Advertising and Integrated Brand Promotion.9. Advertising Planning: An International Perspective.PART THREE: PREPARING THE MESSAGE.10. Creativity, Advertising, and the Brand.11. Message Strategy.12. Copywriting.13. Art Direction and Production.PART FOUR: PLACING THE MESSAGE IN CONVENTIONAL AND NEW MEDIA.14. Media Strategy and Planning for Advertising and IBP.15. Media Planning: Print, Television, and Radio.16. Media Planning: Advertising and IBP on the Internet.PART FIVE: INTEGRATED BRAND PROMOTION.17. Out-of-Home Media, P-O-P Advertising, and Sales Promotion.18. Event Sponsorship, Product Placements, and Branded Entertainment.19. Direct Marketing.20. Public Relations, Influencer Marketing, and Corporate Advertising.Glossary.Name/Brand/Company Index.Subject Index.Credits.
