M : Advertising （3TH）

Weigold, Michael F./ Arens, William F.

McGraw-Hill College（2017/02発売）

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製本 Paperback:紙装版/ペーパーバック版／ページ数 459 p.
言語 ENG
商品コード 9781259815942
DDC分類 659

Full Description

Mof the advertiser (the client) and the specialists who create advertising, the ad agency. This lively program takes students beyond theory to learn about roles within each of these organizations, and to consider which they might one day play themselves.

part one1 The Evolution of Advertising 2 The Environment of Advertising 3 The Business of Advertising part two: UNDERSTANDING THE TARGET AUDIENCE4 Targeting and the Marketing Mix 5 Communication and Consumer Behavior part three: THE PLANNING PROCESS6 Account Planning and Research 7 Marketing, Advertising, and IMC Planning part four: THE CREATIVE PROCESS8 Creating Ads: Strategy and Process 9 Creative Execution: Art and Copy part five: REACHING THE TARGET AUDIENCE10 Print Advertising 11 Broadcast, Cable, Digital, and Satellite Media: Television and Radio 12 Digital Interactive Media 13 Out-of-Home, Direct-Mail, and Promotional Products part six: INTEGRATING MARKETING COMMUNICATIONS ELEMENTS14 Media Planning and Buying 15 IMC: Direct Marketing, Personal Selling, Packaging, and Sales Promotion 16 IMC: Public Relations, Sponsorship, and Corporate Advertising NER(01): WOW