| Dedication |
|
v | (2) |
| Brief Contents |
|
vii | (1) |
| Detailed Contents |
|
viii | (10) |
| Preface |
|
xviii | |
| PART ONE THE CHALLENGING BUSINESS OF ADVERTISING |
|
2 | (140) |
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Chapter One The Advertising Campaign |
|
|
4 | (16) |
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Chapter Two The Advertising Industry |
|
|
20 | (40) |
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Chapter Three The Advertising Environment: Social, Ethical, Economic, and Legal Issues |
|
|
60 | (48) |
|
Chapter Four The Global Advertising Environment |
|
|
108 | (34) |
| PART TWO THE CHALLENGE OF STRATEGY IN MARKETING AND ADVERTISING |
|
142 | (130) |
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Chapter Five Integrated Marketing Communications Strategy |
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|
144 | (32) |
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Chapter Six Consumer Behavior: Searching for Insights |
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|
176 | (40) |
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Chapter Seven Strategic and Evaluative Advertising Research |
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|
216 | (32) |
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Chapter Eight Objectives, Strategy, and Budgeting |
|
|
248 | (24) |
| PART THREE MEDIA STRATEGY: CHALLENGES AND CHOICES |
|
272 | (132) |
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Chapter Nine Media Strategy and Creative Media Planning |
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|
274 | (26) |
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Chapter Ten Electronic Media |
|
|
300 | (32) |
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Chapter Eleven Print Media |
|
|
332 | (32) |
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Chapter Twelve Integrated Marketing Communications Tools |
|
|
364 | (40) |
| PART FOUR THE CHALLENGE OF ADVERTISING CREATIVITY |
|
404 | (112) |
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Chapter Thirteen Advertising Creativity and Creative Strategy |
|
|
406 | (24) |
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Chapter Fourteen Advertising Copywriting |
|
|
430 | (28) |
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Chapter Fifteen Symbols, Images, and Art Direction |
|
|
458 | (30) |
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Chapter Sixteen Advertising Production |
|
|
488 | (28) |
| Appendix A Getting Started: A Career Guide to the Advertising Industry |
|
516 | (5) |
| Appendix B Advertising Organizations |
|
521 | (3) |
| Glossary |
|
524 | (19) |
| Endnotes |
|
543 | (8) |
| Photo Credits |
|
551 | (4) |
| Index |
|
555 | |
