内容简介
本书是最新版本，叙述风格生动活泼，赋予广告学原理以清新的面貌；源于现实的广告案例和创意使广告理论更加易于理解和应用。本书阐述了广告商及其顾客准备广告方案、投入宣传大战的整个过程，将广告的奥秘一一展现出来，同时对整合营销传播有精辟的论述，还涉及了最新的广告媒体：网络。
本书作者分别来自伊利诺伊大学、辛辛纳提大学、尤他—盐湖城大学。
章节目录
Ⅰ.The Process: Advertising in Business and Society 1.Advertising as a Process
2.The Structure of the Advertising Industry
3.The Evolution of Advertising
4. Social, Ethical, and Regulatory Aspects of Advertising Ⅱ.The Planning: Analyzing the Advertising Environment
5.Advertising and Consumer Behavior
6.Market Segmentation, Positioning, and Product Differentiation
7.Advertising Research
8.The Advertising Plan
9.Advertising Planning: An International Perspective Ⅲ.Preparing the Message
10.Message Development
11.Copywriting
12.Art Direction and Production in Print Advertising
13.Art Direction and Production in Broadcast Advertising Ⅳ.Placing the Message: Media and Supportive Communications
14.Media Planning, Objectives, and Strategy
15.Media Evaluation: Print and Broadcast Media
16.Media Evaluation: Traditional and Emerging Support Media
17.Advertising on the Internet
18.Sales Promotion
19.Direct Marketing
20.Public Relations and Corporate Advertising
| 会员指南
