内容

目次

I. THE PLACE OF ADVERTISING. Background of Today's Advertising. Rolesof Advertising. II. PLANNING AND ADVERTISING. The Advertising Spiraland Brand Planning. Target Marketing. III. MANAGING THE ADVERTISING.The Advertising Agency, Media Services, and Other Services. TheAdvertiser's Marketing/Advertising Operation. IV. MEDIA. Basic MediaStrategy. Using Television. Using Radio. Using Newspapers. UsingMagazines. Out-of-Home Advertising. Direct Response and Direct-MailAdvertising. Sales Promotion. V. CREATING THE ADVERTISING. Research inAdvertising. Creating the Copy. The Total Concept: Words and Visuals.Print Production. The Television Commercial. The Radio Commercial.Trademarks and Packaging. The Complete Campaign. VI. OTHER ENVIRONMENTSOF ADVERTISING. Retail Advertising. International Advertising. Legaland Other Restraints on Advertising. Economic and Social Effects ofAdvertising.