Spanning advertising management, communication, production and promotion, this text looks at the necessary decisions—in the order in which they must be made—involved in the development and execution of an advertising campaign. The Fifth Edition has been both updated, to include current research and readings, and improved, to encompass more of the advertising process.
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A. C. Nielsen adver Advertising Age advertising agency advertising campaign advertising management advertising objective advertising plan Advertising Research associations attributes audience beer behavior benefits brand attitudes brand equity brand manager brand personality buyers called cars Chapter client cognitive commercial competitive competitors conjoint analysis Consumer Research consumer's copy coupon create creative Crisco customers decision developed direct marketing discussed effective emotional evaluation example exposure feelings Figure goal hierarchy humor identify impact important increase industry influence integrated marketing communications involved Journal of Advertising Journal of Consumer Journal of Marketing lard low-involvement magazines marketing program Marketing Research mass media measure ment million networks newspapers Nike Ogilvy & Mather percent positive product category public relations purchase response retail role sales promotions shoes social specific strategy sumer television tion tising types users vertising WPP Group York