廣告學(xué)：英文版

定　價(jià)：￥66.00

作　者：	（美）托馬斯·C.奧吉恩（Thomas C.O'Guinn）等著
出版社：	東北財(cái)經(jīng)大學(xué)出版社
叢編項(xiàng)：	世界財(cái)經(jīng)與管理教材大系市場(chǎng)營(yíng)銷系列
標(biāo)　簽：	廣告

ISBN：	9787810843324	出版時(shí)間：	2004-02-01	包裝：
開(kāi)本：	23cm	頁(yè)數(shù)：	773	字?jǐn)?shù)：

內(nèi)容簡(jiǎn)介

　　廣告是什么？本書將告訴您答案——它是一種流行文化、一種使資本增值的工具、一種強(qiáng)加于人的外力、一種解放、一種藝術(shù)、一種戲劇......它是艱苦工作和精心策劃的結(jié)果，它是一種巨大的挑戰(zhàn)。

作者簡(jiǎn)介

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圖書目錄

Prefacevi
Acknowledgmentsxxii
PartOne
TheProcess:AdvertisinginBusinessandSociety2
1AdvertisingasaProcess4
2TheStructureoftheAdvertisingIndustry:Advertisers,AdvertisingAgencies,andSupportOrganizations42
3TheEvolutionofAdvertising74
4Social,Ethical,andRegulatoryAspectsofAdvertising114
IntegratedBrandPromotionPartI:FromPrinciples
toPractice:AnIntegratedBrandPromotionCase148
PartTwo
Planning:AnalyzingtheAdvertisingEnvironment158
5AdvertisingandConsumerBehavior160
6MarketSegmentation,Positioning,andtheValueProposition208
7AdvertisingandPromotionResearch240
8TheAdvertisingPlan270
9AdvertisingPlanning:AnInternationalPerspective298
IntegratedBrandPromotionPart2:FromPrinciples
toPractice:PlanningAdvertisingandIBP326
PartThree
PreparingtheMessage336
10CreativityandAdvertising338
11MessageStrategy362
12Copywriting400
13ArtDirectionandProduction434
IntegratedBrandPromotionPart3:FromPrinciples
toPractice:PreparingAdvertisingandIBP476
PartFour
PlacingtheMessageinConventionaland"New"
Media484
14MediaPlanning,Objectives,andStrategyforAdvertisingandPromotingtheBrand486
15MediaPlanning:Print,Television,andRadio522
16MediaPlanning:AdvertisingandtheInternet558
IntegratedBrandPromotionPart4:FromPrinciples
toPractice:CincinnatiBellWireless:TheLaunchCampaign596
PartFive
IntegratedBrandPromotion604
17SupportMedia,P-O-PAdvertising,andEventSponsorship606
18SalesPromotion634
19DirectMarketing668
20PublicRelationsandCorporateAdvertising694
IntegratedBrandPromotionPart5:FromPrinciplestoPractice:SustainingandGrowingtheBrandafterLaunch718
Glossary727
Name/Brand/CompanyIndex741
SubjectIndex750
Credits766