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Stan

Minimalne ślady używania na okładce. Wewnątrz bez zaznaczeń.

O książce

Kompleksowe omówienie roli reklamy w budowaniu przewagi konkurencyjnej przedsiębiorstwa. Poszczególne rozdziały omawiają kolejne etapy budowy kampanii reklamowej i promocji marki. Tekst uzupełniony licznymi opisami przypadków .

Spis treści

Preface vi
Acknowledgments xxii

Part 1 The Process: Advertising in Business and Society 2

1 Advertising as a Process 4
2 The Structure of the Advertising Industry: Advertisers, Advertising Agencies, and Support Organizations 42
3 The Evolution of Advertising 74
4 Social, Ethical, and Regulatory Aspects of Advertising 114

Integrated Brand Promotion Part I From Principles to Practice: An Integrated Brand Promotion Case 148

Part 2 Planning: Analyzing the Advertising Environment 158

5 Advertising and Consumer Behavior 160
6 Market Segmentation, Positioning, and the Value Proposition 208
7 Advertising and Promotion Research 240
8 The Advertising Plan 270
9 Advertising Planning: An International Perspective 298

Integrated Brand Promotion Part 2 From Principles to Practice: Planning Advertising and IBP 326

Part 3 Preparing the Messageb 336

10 Creativity and Advertising 338
11 Message Strategy 362
12 Copywriting 400
13 Art Direction and Production 434

Integrated Brand Promotion Part 3 From Principles to Practice: Preparing Advertising and IBP 476

Part 4 Placing the Message in Conventional and "New" Media 484

14 Media Planning, Objectives, and Strategy for Advertising and Promoting the Brand 486
15 Media Planning: Print, Television, and Radio 522
16 Media Planning: Advertising and the Internet 558

Integrated Brand Promotion Part 4 From Principles to Practice: Cincinnati Bell Wireless: The Launch Campaign 596

Part 5 Integrated Brand Promotion 604

17 Support Media, P-O-P Advertising, and Event Sponsorship 606
18 Sales Promotion 634
19 Direct Marketing 668
20 Public Relations and Corporate Advertising 694

Integrated Brand Promotion Part 5 From Principles to Practice: Sustaining and Growing the Brand after Launch 718

Glossary 727
Name/Brand/Company Index 741
Subject Index 750
Credits 766

Stan

Minimalne ślady używania na okładce. Wewnątrz bez zaznaczeń.


O książce

Fascynujące spojrzenie na ostatnie 200 lat amerykańskiej reklamy. Setki ilustracji najlepszych reklam i kampanii.

Stan

Książka wygląda jak nowa. Wewnątrz bez zaznaczeń.


O książce

Autorzy omawiają zintegrowaną komunikację marketingową, budowanie marki, podstawowe teorie zachowań konsumenckich. Tekst przeznaczony dla specjalistów w działach marketingu i pracowników działów obsługi klienta w agencjach reklamowych.




Spis treści

Pt. 1    The IMC foundation 2

1 Integrated marketing communications 2
2 Corporate image and brand management 28
3 Buyer behaviors 60
4 Promotions opportunity analysis 94

Pt. 2 IMC advertising tools 130

5 Advertising management 130
6 Advertising design : theoretical frameworks and types of appeals 162
7 Advertising design : message strategies and executional frameworks 196
8 Advertising media selection 230

Pt. 3 IMC promotional tools 274

9 Trade promotions 274
10 Consumer promotions 306
11 Personal selling, database marketing, and customer relationship management 336
12 Public relations, sponsorship programs, and regulations 370

Pt. 4 IMC integration tools 406

13 Internet marketing 406
14 IMC for small businesses and entrepreneurial ventures 436
15 Evaluating an integrated marketing program 458

Stan

Niewielkie ślady używania na okładce. Wewnątrz bez zaznaczeń.

O książce

This volume takes a broader approach than Advertising or Promotions surveys and gives readers an integrated learning experience by incorporating Internet exercises and a Building an IMC Campaign project, with free Advertising Plan Pro software in every copy.

The volume addresses integrated marketing communications, corporate image and brand management, consumer buyer behavior, business-to-business buyer behavior, promotions opportunity analysis, advertising management, advertising design, both theoretical and executional frameworks, IMC promotional tools and integration tools.

For marketing professionals and ad agency account executives.

Spis treści

Pt. 1 The IMC foundation 2

1 Integrated marketing communications 2
2 Corporate image and brand management 28
3 Buyer behaviors 60
4 Promotions opportunity analysis 94

Pt. 2 IMC advertising tools 130

5 Advertising management 130
6 Advertising design : theoretical frameworks and types of appeals 162
7 Advertising design : message strategies and executional frameworks 196
8 Advertising media selection 230

Pt. 3 IMC promotional tools 274

9 Trade promotions 274
10 Consumer promotions 306
11 Personal selling, database marketing, and customer relationship management 336
12 Public relations, sponsorship programs, and regulations 370

Pt. 4 IMC integration tools 406

13 Internet marketing 406
14 IMC for small businesses and entrepreneurial ventures 436
15 Evaluating an integrated marketing program 458

Stan

Oprócz dwóch pieczątek na wewnętrznych stronach okładki książka wygląda jak nowa. Wewnątrz bez zaznaczeń.

O książce

Tekst wyjaśnia różne aspekty reklamy, ze szczególnym naciskiem na marketing zintegrowany i wykorzystanie nowych technologii w reklamie. Autor pokazuje jak skoordynować reklamę z pozostałymi działaniami komunikacyjnymi firmy. Kolejne rozdziały dedykowane są takim zagadnieniom jak: omówienie funkcji i rodzajow reklamy, omówienie mediów, planowanie i zarządzanie kampanią, branding i inne.

Teskt polecany osobom rozpoczynającym karierę w reklamie.

Spis treści

Pt. 1 The Place of Advertising 1

1 Background of Today's Advertising 3
2 Roles of Advertising 22

Pt. 2 Planning the Advertising 53

3 The Advertising Spiral and Brand Planning 55
4 Target Marketing 76

Pt. 3 Managing the Advertising 111
5 The Advertising Agency, Media Services, and Other Services 113
6 The Advertiser's Marketing/Advertising Operation 134

Pt. 4 Media 155

7 Basic Media Strategy 157
8 Using Television 187
9 Using Radio 225
10 Using Newspapers 250
11 Using Magazines 286
12 Out-Of-Home Advertising 330
13 Direct-Response and Direct-Mail Advertising 356
14 Sales Promotion 396

Pt. 5 Creating the Advertising 435

15 Research in Advertising 437
16 Creating the Copy 459
17 The Total Concept: Words and Visuals 482
18 Print Production 502
19 The Television Commercial 532
20 The Radio Commercial 554
21 Trademarks and Packaging 568
22 The Complete Campaign 591

Pt. 6 Other Environments of Advertising 621

23 Retail Advertising 623
24 International Advertising 643
25 Legal and Other Restraints on Advertising 662
26 Economic and Social Effects of Advertising 693

Stan

Minimalne ślady używania na okładce. Wewnątrz bez zaznaczeń.

O książce

Contemporary Advertising to jeden z najpopularnijszych podręczników reklamy w USA. Książka jest ceniona za przystępny styl i przykłady najświeższych kampani reklamowych. Tekst to kompleksowe omównienie branży, teorii i narzędzi reklamy z perspektywy kreacji. Autor czerpie garściami z własnych doświadczeń zawodowych oraz omawia wagę komunikacji zintegrowanej i jej wpływu na strategię przedsiębiorstwa.

Spis treści

Pt. 1 Advertising Perspectives

1 The Dimensions of Advertising 4
2 The Economic, Social, and Regulatory Aspects of Advertising 42
3 The Scope of Advertising: From Local to Global 80

Pt. 2 Crafting Marketing and Advertising Strategies

4 Marketing and Consumer Behavior: The Foundations of Advertising 120
5 Market Segmentation and the Marketing Mix: Determinants of Advertising Strategy 148
6 Information Gathering: Inputs to Advertising Planning 182
7 Marketing and Advertising Planning: Top-Down, Bottom-Up, and IMC 210
8 Planning Media Strategy: Finding Links to the Market 242

Pt. 3 Integrating Advertising with Other Elements of the Communications Mix

9 Relationship Building: Direct Marketing, Personal Selling, and Sales Promotion 278
10 Relationship Building: Public Relations, Sponsorship, and Corporate Advertising 308

Pt. 4 Creating Advertisements and Commercials

11 Creative Strategy and the Creative Process 340
12 Creative Execution: Art and Copy 370
13 Producing Ads for Print, Electronic, and Digital Media 404

Pt. 5 Using Advertising Media

14 Using Print Media 442
15 Using Electronic Media: Television and Radio 472
16 Using Digital Interactive Media and Direct Mail 502
17 Using Out-of-Home, Exhibitive, and Supplementary Media 534

Epilogue: The Complete Campaign: Toyota Everyday 560
Advertising Resources
Reference Library

App. A Marketing Plan Outline
App. B Advertising Plan Outline
App. C Integrated Marketing Communications Plan Outline
App. D Career Planning in Advertising
App. E Industry Resources

Important Terms
End Notes
Credits and Acknowledgments
Name Index
Company and Brand Index
Subject Index

Stan

Niewielkie ślady używania na okładce. Wewątrz jedno lub dwa zaznaczenia.

O książce

Tekst wyjaśnia różne aspekty reklamy, ze szczególnym naciskiem na marketing zintegrowany i wykorzystanie nowych technologii w reklamie. Autor pokazuje jak skoordynować reklamę z pozostałymi działaniami komunikacyjnymi firmy. Kolejne rozdziały dedykowane są takim zagadnieniom jak: omówienie funkcji i rodzajow reklamy, omówienie mediów, planowanie i zarządzanie kampanią, branding i inne.

Teskt polecany osobom rozpoczynającym karierę w reklamie.

Spis treści

Chapter 1: Background of Today’s Advertising

Chapter 2: Roles of Advertising

Chapter 3: The Advertising Spiral and Brand Planning

Chapter 4: Target Marketing

Chapter 5: The Advertising Agency, Media Services, and Other Services

Chapter 6: The Advertiser’s Marketing/Advertising Operation

Chapter 7: Media Strategy

Chapter 8: Using Television

Chapter 9: Using Radio

Chapter 10: Using Newspapers

Chapter 11: Using Magazines

Chapter 12: Out-of-Home Advertising

Chapter 13: Internet and Direct Response Advertising

Chapter 14: Sales Promotion

Chapter 15: Research in Advertising

Chapter 16: Creating the Message

Chapter 17: The Total Concept: Words and Visuals

Chapter 18: Print Production

Chapter 19: The Television Commercial

Chapter 20: The Radio Commercial

Chapter 21: Trademarks and Packaging

Chapter 22: The Complete Campaign

Chapter 23: International Advertising

Chapter 24: Economic, Social, and Legal Effects of Advertising