Contemporary AdvertisingOffering a comprehensive view of the industry, this text presents advertising from the creative stand-point. It addresses the importance of Integrated Marketing Communications (IMC) in the field of Advertising and how it impacts advertising strategy through featured examples of IMC campaigns. |
Contents
Part One Advertising Perspectives | 6 |
TopDown BottomUp | 8 |
The Evolution of Advertising | 28 |
Copyright | |
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adver advertiser's Advertising Age advertising message Altoids American art director Ben & Jerry's brand broadcast budget buyers cable campaign Chapter clients Coca-Cola color commercial company's competition concept consumer copy copywriter corporate cost Courtesy create creative customers develop direct mail direct marketing effective electronic ethical example Exhibit film global groups headline Hybrid Synergy Drive idea important industry integrated marketing communications interactive Internet Kodak magazines manufacturers marketing communications marketing mix MasterCard media planning medium million national advertisers NeoPets newspapers offer organizations outdoor advertising packaging percent Prius programs public relations purchase radio relationship retail retrieved role Saatchi Saatchi & Saatchi sales promotion spending sponsor sponsorship spot strategy sumers target audience target market Taylor Guitar television tion tising trade users visual