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M: Advertising

M: Advertising

ISBN 9780078028960
Edition 2
Publication Date
Publisher Mcgraw-Hill
This product has been discontinued.

Part 1: An Introduction to Advertising

Chapter 1: The Evolution of Advertising Chapter 2: The Environment of Advertising Chapter 3: The Business of Advertising

Part 2: Understanding the Target Audience

Chapter 4: Segmentation, Targeting, and the Marketing Mix Chapter 5: Communication and Consumer Behavior

Part 3: The Planning Process

Chapter 6: Account Planning and Research Chapter 7: Marketing, Advertising and IMC Planning

Part 4: The Creative Process

Chapter 8: Creating Ads: Strategy and Process Chapter 9: Creative Execution: Art and Copy

Part 5: Reaching the Target Audience

Chapter 10: Print Advertising Chapter 11: Broadcast, Cable and Satellite Media Chapter 12: Digital Interactive Media Chapter 13: Out-of-Home, Direct Mail, and Promotional Products

Part 6: Integrating Marketing Communications Elements

Chapter 14: Media Planning and Buying Chapter 15: IMC: Direct Marketing, Personal Selling, Packaging, and Sales Promotion Chapter 16: IMC: Public Relations, Sponsorship, and Corporate Advertising Bonus Chapter: Producing Ads (Available via Create)

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