Advertising tracks the changes in today’s dynamic world of media and marketing communication–as well as the implications of these changes to traditional practice–and presents them to readers through an accessible, well-written approach.
The ninth edition highlights the increasing importance of consumers as the driving force in today’s advertising strategies, social media, and the Internet evolution/revolution. It also includes an increased IMC and brand focus.
Table of Contents
Part I: Principles Endure In Times of Turmoil
Chapter 1. The New World of Marketing Communication
Chapter 2. Integrated Brand Communication
Chapter 3. Brand Communication and Society
Part II: Principle: Be True to Thy Brand
Chapter 4. How Brand Communication Works
Chapter 5. Segmenting and Targeting the Audience
Chapter 6. Strategic Research
Chapter 7. Strategic Planning
Part III: Practice: Where is Creative Headed?
Chapter 8. Creative Strategy
Chapter 9. Copywriting
Chapter 10. Visual Communication
Part IV: Practice: Where Are Media Heading?
Chapter 11. Media Basics
Chapter 12. Traditional Media
Chapter 13. Digital Media
Chapter 14. Media Planning and Buying
Part V: Practice: IMC and Total Communication
Chapter 15. Public Relations
Chapter 16. Direct-Response
Chapter 17. Promotions
Chapter 18. The IMC Umbrella
Chapter 19. Evaluation of Effectiveness
Format: Alternate Binding
This item has been upgraded to Advertising & IMC: Principles and Practice, 10th Edition.
Digital Choices ?
MyLab & Mastering with Pearson eText is a complete digital substitute for a print value pack at a lower price.
MyLab & Mastering ?
MyLab & Mastering products deliver customizable content and highly personalized study paths, responsive learning tools, and real-time evaluation and diagnostics. MyLab & Mastering products help move students toward the moment that matters most—the moment of true understanding and learning.
$86.35 | ISBN-13: 978-0-13-253913-5
$40.00 | ISBN-13: 978-0-13-266700-5
With CourseSmart eTextbooks and eResources, you save up to 60% off the price of new print textbooks, and can switch between studying online or offline to suit your needs.
Once you have purchased your eTextbooks and added them to your CourseSmart bookshelf, you can access them anytime, anywhere.
$111.99 | ISBN-13: 978-0-13-216365-1
Loose Leaf Version ?
Books a la Carte are less-expensive, loose-leaf versions of the same textbook.
$176.93 | ISBN-13: 978-0-13-216372-9