‏400.00 ₪

ADVERTISING & INTEGRATED BRAND PROMOTION 8th edition

‏400.00 ₪

ISBN13

9781337110211

יצא לאור ב

Mason, OH

מהדורה

8th edition

עמודים

448

פורמט

Paperback / softback

תאריך יציאה לאור

1 בינו׳ 2018

מחליף את פריט

9781285187815

לדלג לסוף של גלריית תמונות

לדלג להתחלה של גלריית תמונות

פרטים

Place yourself in the midst of today's fast-paced exhilarating world of advertising with ADVERTISING AND INTEGRATED BRAND PROMOTION, 8E. This cutting-edge approach provides intriguing insights into advertising in today's world. You see how strong advertising is the result of hard work and careful planning. A leader for its emphasis on integrated brand promotion, this edition combines a solid understanding of advertising strategy and important theory with hands-on practice. Advertising strategy comes to life with dynamic visuals and examples from today's most contemporary ads. Coverage of the latest practices and industry developments highlights social media, design thinking, and globalization. The book focuses on real advertising practice with content that follows the same process as an advertising agency. Accompanying MindTap provides integrated discussion of video and other medium.

מידע נוסף

מידע נוסף
מהדורה	8th edition
עמודים	448
מחליף את פריט	9781285187815
פורמט	Paperback / softback
ISBN10	1337110213
יצא לאור ב	Mason, OH
תאריך יציאה לאור	1 בינו׳ 2018
תוכן עניינים	Part I: ADVERTISING AND INTEGRATED BRAND PROMOTION IN BUSINESS AND SOCIETY. 1. The World of Advertising and IBP. 2. The Structure of the Advertising Industry: Advertisers, Advertising Agencies, and Support Organizations. 3. The History of Advertising and Brand Promotion. 4. Social, Ethical, and Regulatory Aspects of Advertising and Promotion. Part II: ANALYZING THE ENVIRONMENT FOR ADVERTISING AND INTEGRATED BRAND PROMOTION. 5. Advertising, Integrated Brand Promotion, and Consumer Behavior. 6. Market Segmentation, Positioning, and the Value Proposition. 7. Advertising Research. 8. Planning Advertising and Integrated Brand Promotion. Part III: THE CREATIVE PROCESS. 9. Managing Creativity in Advertising and IBP. 10. Creative Message Strategy. 11. Executing the Creative. Part IV: THE MEDIA PROCESS. 12. Media Planning Essentials. 13. Media Planning: Newspapers, Magazines, Television, and Radio. 14. Media Planning: Advertising and IBP in Digital, Social, & Mobile Media. Part V: INTEGRATED BRAND PROMOTION. 15. Sales Promotion, Point-of-Purchase Advertising, and Support Media. 16. Event Sponsorship, Product Placements, and Branded Entertainment. 17. Integrating Direct Marketing and Personal Selling. 18. Public Relations, Influencer Marketing, and Corporate Advertising.