MARC Record from Library of Congress

LEADER: 02303cam a2200337 a 4500
001 2011931568
003 DLC
005 20150710081346.0
008 110608s2012 ohua b 001 0 eng d
010 $a 2011931568
020 $a9781111528751
020 $a1111528756
035 $a(OCoLC)ocn698333091
040 $aBTCTA$beng$cBTCTA$dSUF$dYDXCP$dOCLCF$dOCLCO$dI8M$dDLC
042 $alccopycat
043 $an-us---
082 04 $a659.1
050 00 $aHF5813.U6$bT46 2012
100 1 $aThorson, Esther.
245 10 $aAdvertising age :$bthe principles of advertising and marketing communication at work /$cEsther Thorson, Margaret Duffy.
250 $a1st ed.
260 $aMason, OH :$bSouth-Western Cengage Learning,$cc2012.
300 $axvi, 176 p. :$bill. ;$c28 cm.
504 $aIncludes bibliographical references and index.
520 $aThe 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.]
505 0 $aWhat 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.
650 0 $aAdvertising$zUnited States.
650 7 $aAdvertising.$2fast$0(OCoLC)fst00797511
651 7 $aUnited States.$2fast$0(OCoLC)fst01204155
700 1 $aDuffy, Margaret.
730 0 $aAdvertising age.