| Title : | Advertising | | Material Type: | printed text | | Authors: | Thomas C. O'Guinn, Author ; Chris T. Allen, Author ; Richard J. Semenik, Author | | Edition statement: | 2nd ed. | | Publisher: | Cincinnati, OH : South-Western College Publ. | | Publication Date: | 2000 | | Pagination: | xxxvii, 694 p. | | Layout: | col. ill. | | Size: | 29 cm | | ISBN (or other code): | 978-0-324-00661-2 | | General note: | Supplementary multimedia instructional materials are available to accompany the text. "Web site addresses": p. 649-654. | | Class number: | 659.1 | | Abstract: | Advertising. It touches everyone, yet waits for no one. Which is why O'Guinn, Allen, and Semenik are again leading the way with the most current, colorful, creative-ad-packed text yet - Advertising, 2e.
Being with it means understanding advertising as real-time, interactive dialogue. It's about new opportunities, new forms of media, and unleashing the ultimate persuasive force - Integrated Marketing Communications (IMC). With familiar campaigns at nearly every turn, lively and entertaining text, and page design worthy of its subject, Advertising, 2e is much more than with it. It's all the way to With It2! | | Contents note: | Preface; Acknowledgements;
Part One The Process: Advertising in Business and Society
1. Advertising as process; 2. The structure of the advertising industry: advertisers, advertising agencies, and support organizations; 3. The evolution of advertising; 4. Social, ethical, and regulatory aspects of advertising; IMC Part 1 From Principles to Practice: A Comprehensive IMC Case
Part Two The Planning: Analyzing the Advertising Environment
5. Advertising and consumer behavior; 6. Market segmentation, positioning, and the value proposition; 7. Advertising research; 8. The advertising plan; 9. Advertising planning: an international perspective; IMC Part II From Principles to Practice: A Comprehensive IMC Case
Part Three Preparing the Message
10. Creativity and advertising; 11. Message strategy: objectives and methods; 12. Copywriting; 13. Art direction and production; IMC Part III From Principles to Practice: A Comprehensive IMC Case
Part Four Placing the Message
14. Media planning, objectives, and strategy; 15. Media evaluation: print, television, and radio; 16. Support media, P-O-P advertising, and event sponsorship; 17. Advertising on the internet; 18. Sales promotion; 19. Direct marketing; 20. Public relations and corporate advertising; IMC Part IV From Principles to Practice: A Comprehensive IMC Case
Appendix: WebSite Addresses; Glossary; Name/Brand/Company Index; Subject Index; Credits. |
Advertising [printed text] / Thomas C. O'Guinn, Author ; Chris T. Allen, Author ; Richard J. Semenik, Author . - 2nd ed. . - Cincinnati, OH : South-Western College Publ., 2000 . - xxxvii, 694 p. : col. ill. ; 29 cm. ISBN : 978-0-324-00661-2 Supplementary multimedia instructional materials are available to accompany the text. "Web site addresses": p. 649-654. | Class number: | 659.1 | | Abstract: | Advertising. It touches everyone, yet waits for no one. Which is why O'Guinn, Allen, and Semenik are again leading the way with the most current, colorful, creative-ad-packed text yet - Advertising, 2e.
Being with it means understanding advertising as real-time, interactive dialogue. It's about new opportunities, new forms of media, and unleashing the ultimate persuasive force - Integrated Marketing Communications (IMC). With familiar campaigns at nearly every turn, lively and entertaining text, and page design worthy of its subject, Advertising, 2e is much more than with it. It's all the way to With It2! | | Contents note: | Preface; Acknowledgements;
Part One The Process: Advertising in Business and Society
1. Advertising as process; 2. The structure of the advertising industry: advertisers, advertising agencies, and support organizations; 3. The evolution of advertising; 4. Social, ethical, and regulatory aspects of advertising; IMC Part 1 From Principles to Practice: A Comprehensive IMC Case
Part Two The Planning: Analyzing the Advertising Environment
5. Advertising and consumer behavior; 6. Market segmentation, positioning, and the value proposition; 7. Advertising research; 8. The advertising plan; 9. Advertising planning: an international perspective; IMC Part II From Principles to Practice: A Comprehensive IMC Case
Part Three Preparing the Message
10. Creativity and advertising; 11. Message strategy: objectives and methods; 12. Copywriting; 13. Art direction and production; IMC Part III From Principles to Practice: A Comprehensive IMC Case
Part Four Placing the Message
14. Media planning, objectives, and strategy; 15. Media evaluation: print, television, and radio; 16. Support media, P-O-P advertising, and event sponsorship; 17. Advertising on the internet; 18. Sales promotion; 19. Direct marketing; 20. Public relations and corporate advertising; IMC Part IV From Principles to Practice: A Comprehensive IMC Case
Appendix: WebSite Addresses; Glossary; Name/Brand/Company Index; Subject Index; Credits. |
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