Advertising: A Framework

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This book shares with its readers the excitement and challenges of the world of advertising -- along with the constant changes that define its nature and relationship with marketing promotion and communication. It covers the marketing variables of price, product quality, consumer perceptions, distribution, and diverse sociological, cultural, and psychological factors.

Chapter topics include target marketing; media planning and execution; creative strategy; production planning; and the social, economic, and legal environments of advertising.

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Contents

The Background and Roles of Advertising 1
18
The Advertising Spiral and Brand Planning
24
The Advertising Spiral and Brand Planning
25
Copyright

30 other sections not shown

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About the author (2001)

RON LANE is Professor of Communications at the University of Georgia. He is also a partner in SLRS Communications, an advertising-marketing agency and a member of the American Advertising Federation's (AAF) Academic Division Executive Committee.

TOM RUSSELL is the Phil Landrum Professor of Communications at Piedmont College, Demorest, Georgia. He was formerly Professor of Advertising and Dean of the Grady College of Journalism and Mass Communication at The University of Georgia. Tom received his Ph.D. in Communications from the University of Illinois and was formerly editor of the Journal of Advertising.

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