Publicidad Thomas C. O'Guinn, Chris T. Allen, Richard J. Semenik ; traducción, Adolfo Deras Quiñones.
Idioma: Español Lenguaje original: Inglés Detalles de publicación: México, DF International Thomson Editores 1999.Descripción: xlv, [2], 623 p. ill. 29 cmISBN:- 9687529598
- HF5821 .O34 1998
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Descripciones mejoradas de Syndetics:
Creating good advertising is an enormous challenge and is the result of hard work and careful planning. This book is an honest examination of the complexity of human communication and consumer behavior. Current and fun to read, it discusses good advertising practices and reveals cutting-edge thinking on advertising topics. This book doesn't beat around the bush and it's not afraid to challenge a few conventions either. While paying particular attention to integrated marketing communication and to new media options like advertising on the World Wide Web, it presents principles, practices and perspectives on advertising that are applicable to all advertising no matter what medium is used.
Translation of: Advertising.
Includes index.
Tabla de contenidos provista por Syndetics
- Part 1 The process: advertising in business and society
- 1 Advertising as a Process
- 2 The Structure of the Advertising Industry
- 3 The Evolution of Advertising
- 4 Social, Ethical, and Regulatory Aspects of Advertising. Delta Air Lines IMC: The Process of Integrated Marketing Communications
- Part 2 The planning: analyzing the advertising environment
- 5 Advertising and Consumer Behavior
- 6 Market Segmentation, Product Differentiation and Positioning
- 7 Marketing and Advertising Research
- 8 The Advertising Plan
- 9 Advertising Planning: An International Perspective. Delta Air Lines IMC: Planning Integrated Marketing Communications
- Part 3 Preparing the message
- 10 Message Development
- 11 Copywriting
- 12 Art Direction and Production in Print Advertising
- 13 Art Direction and Production in Broadcast Advertising
- 14 Advertising and the World Wide Web. Delta Air Lines IMC: Preparing the Integrated Marketing Communications Message
- Part 4 Placing the message: media and supportive communications
- 15 Media Planning, Objectives, and Strategy
- 16 Media Evaluation: Print and Broadcast Media
- 17 Media Evaluation: Traditional and Emerging Support Media
- 18 Sales Promotion
- 19 Direct Marketing
- 20 Public Relations and Corporate Advertising. Delta Air Lines IMC: Coordinating Advertising and Supportive Communications