An edition of Advertising age
(1989)
Advertising age
the principles of advertising and marketing communication at work
1st ed.
by Esther Thorson
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The emphasis of this textbook for introductory courses is on applying research and theory to practice. Examples and outside references make the book accessible and easy to understand while rigorous in its investigation of communication practices. [From publisher description.]
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Previews available in: English
Subjects
AdvertisingPlaces
United States| Edition | Availability |
|---|---|
1
Advertising age: the principles of advertising and marketing communication at work
2012, South-Western Cengage Learning
in English
- 1st ed.
1111528756 9781111528751
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2
Advertising age: the principles of advertising at work
1989, NTC Business Books
in English
0844231754 9780844231754
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Book Details
Table of Contents
What is advertising and what new forms is it taking
Business structures in the advertising industry
Important times in advertising history
Ethical and regulatory contexts of advertising
Theory about how advertising works
Segmentation, brand positioning, and defining the brand value proposition
Research: the magic ingredient in effective advertising
Advertising and promotion management and planning
Advertising planning: an international perspective
The creative strategy of advertising messages
Telling a story that showcases the creative strategy: creative advertising executions
Creative copywriting
Creative design and visuals
Media planning
Media planning for traditional advertising media
Media planning for the internet and other digital media
Promotions and their relationship to advertising
Public relations and advertising
Integrated marketing communication
Advertising's future.
Edition Notes
Includes bibliographical references and index.
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History
- Created October 17, 2020
- 4 revisions
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| December 20, 2023 | Edited by ImportBot | import existing book |
| January 14, 2023 | Edited by ImportBot | import existing book |
| August 26, 2021 | Edited by ImportBot | import existing book |
| October 17, 2020 | Created by MARC Bot | Imported from Library of Congress MARC record |