UID:
almafu_9959227607002883
Format:
1 online resource (393 p.)
Edition:
5th ed.
ISBN:
1-136-37246-6
,
1-281-00336-0
,
9786611003364
,
0-08-047392-X
Uniform Title:
Practice of Advertising (Online)
Content:
The Practice of Advertising addresses key issues in the industry, presenting a comprehensive overview of its components. Clarity in both style and content has been ensured so that the information is easily accessible and terminology is suitable for the reader.Based on the successful and highly regarded text previously edited by Norman Hart, this fifth edition contains up-to-date examples to illustrate key points and support underlying principles. Topics addressed range from introducing the roles of advertiser and the advertising agency, through to more specialis
Note:
Previous ed.: 1995.
,
Cover; The Practice of Advertising; Copyright; Contents; List of Contributors; Preface; Chapter 1. Marketing - and the Place of Advertising within It; Learning outcomes; 1.1 What does marketing mean?; 1.2 The marketing concept; 1.3 The marketing process; 1.4 The changing marketing environment; 1.5 Customers and their behaviour; 1.6 The need for marketing research; 1.7 The 'old' marketing mix; 1.8 The modern marketing mix; 1.9 Strategic marketing planning; 1.10 Marketing communications; 1.11 Choosing methods of communication; 1.12 Summary; Notes; Chapter 2. How Advertising Works
,
Learning outcomes2.1 What is advertising?; 2.2 The role of advertising in 'selling'; 2.3 A history of theories; 2.4 What acts on whom - individuals and herds; 2.5 Individuals' reaction to advertising; 2.6 King's scale of immediacy; 2.7 Incongruency and consistency; 2.8 Towards a synthesis; 2.9 Summary; Notes; Chapter 3. Integrated Marketing Communications; Learning outcomes; 3.1 Introduction; 3.2 Integrated marketing communications in action; 3.3 The benefits of integration; 3.4 Evaluating the benefits of integrated marketing communications; 3.5 Introducing an integrated marketing programme
,
3.6 SummaryFurther reading; Chapter 4. The Advertiser; Learning outcomes; 4.1 Who or what is 'the advertiser'?; 4.2 The value of the brief; 4.3 Why use an agency?; 4.4 So how should an advertiser choose an agency?; 4.5 So what of the responsibility of the advertiser?; 4.6 Why thank advertisers?; 4.7 Summary; Chapter 5. The Advertising Agency; Learning outcomes; 5.1 Introduction; 5.2 The origin of the advertising agency; 5.3 The evolution of the advertising agency; 5.4 Types of advertising agency; 5.5 The structure of a modern advertising agency; 5.6 The client brief; 5.7 Agency remuneration
,
5.8 Managing client/agency relationships5.9 Summary; Further reading; Chapter 6. Media; Learning outcomes; 6.1 Setting the scene; 6.2 Television; 6.3 The press; 6.4 Radio; 6.5 Cinema; 6.6 Outdoor advertising; 6.7 The internet; 6.8 Discussion points; 6.9 Conclusions; 6.10 Summary; Further reading; Chapter 7. Advertising Creativity; Learning outcomes; 7.1 What is it?; 7.2 The creative department; 7.3 Drivers of advertising creativity; 7.4 Creating the creative idea; 7.5 How do creative teams create?; 7.6 Ten tips on how to judge creativity; 7.7 Selling creativity; 7.8 Discussion points
,
7.9 SummaryFurther reading; Chapter 8. Press Production; Learning outcomes; 8.1 Introduction; 8.2 Tasks (technical breakout on pre-press and publication specifications); 8.3 Trends (the agency model now and the future?); 8.4 Trends (market pressures); 8.5 Case study; 8.6 Summary; Useful links; Chapter 9. TV, Radio and Cinema Production; Learning outcomes; 9.1 TV production; 9.2 Cinema; 9.3 Radio; 9.4 Conclusions; 9.5 Summary; Chapter 10. Printing; Learning outcomes; 10.1 Introduction; 10.2 Production processes; 10.3 Original image production; 10.4 Paper sizes; 10.5 Desktop publishing
,
10.6 Pre-press
,
English
Additional Edition:
ISBN 1-138-15376-1
Additional Edition:
ISBN 0-7506-6173-9
Language:
English
Bookmarklink