广告学：英文版

定　价：¥66.00

作　者：	（美）托马斯·C.奥吉恩（Thomas C.O'Guinn）等著
出版社：	东北财经大学出版社
丛编项：	世界财经与管理教材大系市场营销系列
标　签：	广告

ISBN：	9787810843324	出版时间：	2004-02-01	包装：
开本：	23cm	页数：	773	字数：

内容简介

　　广告是什么？本书将告诉您答案——它是一种流行文化、一种使资本增值的工具、一种强加于人的外力、一种解放、一种艺术、一种戏剧......它是艰苦工作和精心策划的结果，它是一种巨大的挑战。

作者简介

暂缺《广告学：英文版》作者简介

图书目录

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