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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

PART ONE: THE PROCESS: ADVERTISING AND INTEGRATED BRAND PROMOTION IN BUSINESS AND SOCIETY.

1.The World of Advertising and Integrated Brand Promotion.
2.The Structure of the Advertising Industry: Advertisers, Advertising Agencies, and Support Organizations.
3.The Evolution of Promoting and Advertising Brands.
4.Social, Ethical, and Regulatory Aspects of Advertising.

Part TWO: THE PLANNING: ANALYZING THE ADVERTISING AND INTEGRATED BRAND PROMOTION ENVIRONMENT.

5.Advertising, Integrated Brand Promotion and Consumer Behavior.
6.Market Segmentation, Positioning, and the Value Proposition.
7.Advertising and Promotion Research.
8.Planning Advertising and Integrated Brand Promotion.
9.Advertising Planning: An International Perspective.

Part THREE: PREPARING THE MESSAGE.

10.Creativity, Advertising and the Brand.
11.Message Strategy.
12.Copywriting.
13.Art Direction and Production.

Part FOUR: PLACING THE MESSAGE IN CONVENTIONAL AND NEW MEDIA.

14.Media Strategy and Planning for Advertising and IBP.
15.Print, Television, and Radio.
16.Media Planning: Advertising on the Internet.

Part FIVE: INTEGRATED BRAND PROMOTION.

17.Support Media, Event Sponsorship, and Branded Entertainment.
18.Sales Promotion and Point of Purchase Advertising.
19.Direct Marketing.
20.Public Relations and Corporate Advertising. Glossary. Name/Brand/Company
Index. Subject
Index. Credits.

Stan

Niewielkie ślady używania na okładce. Wewnątrz kilka zaznaczeń.

Spis treści

Part I. Introduction.

1. Consumer Behavior and Consumer Research.
2. How Consumer Analysis Affects Business Strategy

Part II. Consumer Decision Making.

3. The Consumer Decision Process.
4. Pre-Purchase Processes: Need Recognition, Search and Evaluation.
5. Purchase.
6. Post-Purchase Processes: Consumption and Evaluation

Part III. Individual Determinants of Consumer Behavior.

7. Demographics, Psychographics, and Personality.
8. Consumer Motivation.
9. Consumer Knowledge.
10. Consumer Intentions, Attitudes, Beliefs and Feelings

Part IV. Environmental Influences on Consumer Behavior.

11. Culture, Ethnicity and Social Class.
12. Family and Household Influences.
13. Group and Personal Influence

Part V. Influencing Consumer Behavior.

14. Making Contact.
15. Shaping Consumers Opinions.
16. Helping Consumers to Remember.

Stan

Minimalne ślady używania na okładce. Wewnątrz bez zaznaczeń. Płyta CD z materiałami dodatkowymi.

Spis treści

1. What is Psychology?
2. Scientific Methods in Psychology.
3. Biological Psychology.
4. Sensation and Perception.
5. States of Consciousness.
6. Learning.
7. Memory.
8. Cognition and Language.
9. Intelligence and Its Measurement.
10. Human Development.
11. Motivation.
12. Emotions, Health and Stress.
13. Personality.
14. Social Psychology.
15. Abnormality, Therapy, and Social Issues.
16. Specific Disorders and Treatments.

Stan

Minimalne ślady używania na okładce. Wewnątrz bez zaznaczeń. Płyta CD z materiałami dodatkowymi.

Spis treści

1. The Major Issues.
2. Nerve Cells and Nerve Impulses.
3. Communication at Synapses.
4. Anatomy of the Nervous System.
5. Development and Plasticity of the Brain.
6. Vision.
7. The Other Sensory Systems, and Attention.
8. Movement.
9. Wakefulness and Sleep.
10. Internal Regulation.
11. Reproductive Behaviors.
12. Emotional Behaviors.
13. The Biology of Learning and Memory.
14. Lateralization and Language.
15. Psychological Disorders.

Appendix A: Brief, Basic Chemistry.
Appendix B: Society for Neuroscience policies on the Use of Animals and Human Subjects in Neuroscience Research.

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

Part I: Advertising Perspectives

Chapter 1 What is Advertising Today?
Chapter 2 The Evolution of Advertising
Chapter 3 The Economic, Social and Regulatory Aspects of Advertising
Chapter 4 The Scope of Advertising: From Local to Global

Part II: Crafting Marketing and Advertising Strategies

Chapter 5 Marketing and Consumer Behavior: The Foundations of Advertising
Chapter 6 Market Segmentation and the Marketing Mix: Determinants of Advertising Strategy
Chapter 7 Research: Gathering Information for Advertising Planning
Chapter 8 Marketing and Advertising Planning: Top-Down, Bottom-Up, and IMC
Chapter 9 Planning Media Strategy: Finding Links to the Market

Part III: Integrating Advertising With Other Elements of the Communication Mix

Chapter 10 Relationship Building: Direct Marketing, Personal Selling, and Sales Promotion
Chapter 11 Relationship Building: Public Relations, Sponsorship, and Corporate Advertising

Part IV: Creating Advertisements and Commercials

Chapter 12 Creative Strategy and the Creative Process
Chapter 13 Creative Execution: Art and Copy
Chapter 14 Producing Ads for Print, Electronic and Digital Media

Part V: Using Advertising Media

Chapter 15 Using Print Media
Chapter 16 Using Electronic Media: Television and Radio
Chapter 17 Using Digital Interactive Media and Direct Mail