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Stan

Niewielkie ślady używania na okładce. Wewątrz jedno lub dwa zaznaczenia.

O książce

Tekst wyjaśnia różne aspekty reklamy, ze szczególnym naciskiem na marketing zintegrowany i wykorzystanie nowych technologii w reklamie. Autor pokazuje jak skoordynować reklamę z pozostałymi działaniami komunikacyjnymi firmy. Kolejne rozdziały dedykowane są takim zagadnieniom jak: omówienie funkcji i rodzajow reklamy, omówienie mediów, planowanie i zarządzanie kampanią, branding i inne.

Teskt polecany osobom rozpoczynającym karierę w reklamie.

Spis treści

Chapter 1: Background of Today’s Advertising

Chapter 2: Roles of Advertising

Chapter 3: The Advertising Spiral and Brand Planning

Chapter 4: Target Marketing

Chapter 5: The Advertising Agency, Media Services, and Other Services

Chapter 6: The Advertiser’s Marketing/Advertising Operation

Chapter 7: Media Strategy

Chapter 8: Using Television

Chapter 9: Using Radio

Chapter 10: Using Newspapers

Chapter 11: Using Magazines

Chapter 12: Out-of-Home Advertising

Chapter 13: Internet and Direct Response Advertising

Chapter 14: Sales Promotion

Chapter 15: Research in Advertising

Chapter 16: Creating the Message

Chapter 17: The Total Concept: Words and Visuals

Chapter 18: Print Production

Chapter 19: The Television Commercial

Chapter 20: The Radio Commercial

Chapter 21: Trademarks and Packaging

Chapter 22: The Complete Campaign

Chapter 23: International Advertising

Chapter 24: Economic, Social, and Legal Effects of Advertising

Stan

Niewielkie ślady używania na okładce. Jeden róg okładki jest mocno starty. Wewnątrz jedno lub dwa zaznaczenia.

Spis treści

Part 1: Introduction to Integrated Marketing Communications

Chapter 1: An Introduction of Integrated Marketing Communications
Chapter 2: The Role of IMC in the Marketing Process

Part 2: Integrated Marketing Program Situation Analysis

Chapter 3: Organizing for Advertising and Promotion
Chapter 4: Perspectives on Consumer Behavior

Part 3: Analyzing the Communication Process

Chapter 5: The Communication Process
Chapter 6: Source, Message, and Channel Factors

Part 4: Objectives and Budgeting for Integrated Marketing Communications Programs

Chapter 7: Establishing Objectives and Budgeting for the Promotional Program

Part 5: Developing the Integrated marketing Communications Program

Chapter 8: Creative Strategy: Planning and Development
Chapter 9: Creative Strategy: Implementation and Evaluation
Chapter 10: Media Planning and Strategy
Chapter 11: Evaluation of Broadcast Media
Chapter 12: Evaluation of Print Media
Chapter 13: Support Media
Chapter 14: Direct Marketing and Marketing on the Internet
Chapter 15: Internet and Interactive Media
Chapter 16: Sales Promotion
Chapter 17: Public Relations, Publicity, and Corporate Advertising
Chapter 18: Personal Selling

Part 6: Monitoring, Evaluation, and Control

Chapter 19: Measuring the Effectiveness of the Promotional Program

Part 7: Special Topics and Perspectives

Chapter 20: InternationalAdvertising and Promotion
Chapter 21: Regulation of Advertising and Promotion
Chapter 22: Evaluating the Social, Ethical, and Economic Aspects of Advertising and Promotion

Glossary of Advertising and Promotion Terms
Endnotes
Credits and Acknowledgments
Name and Company Index
Subject Index

Stan

Minimalne ślady używania na okładce. Wewnątrz bez zaznaczeń.

O książce

Contemporary Advertising to jeden z najpopularnijszych podręczników reklamy w USA. Książka jest ceniona za przystępny styl i przykłady najświeższych kampani reklamowych. Tekst to kompleksowe omównienie branży, teorii i narzędzi reklamy z perspektywy kreacji. Autor czerpie garściami z własnych doświadczeń zawodowych oraz omawia wagę komunikacji zintegrowanej i jej wpływu na strategię przedsiębiorstwa.

Spis treści

Part I: Advertising Perspectives

Chapter 1 What is Advertising Today?
Chapter 2 The Evolution of Advertising
Chapter 3 The Economic, Social and Regulatory Aspects of Advertising
Chapter 4 The Scope of Advertising: From Local to Global

Part II: Crafting Marketing and Advertising Strategies

Chapter 5 Marketing and Consumer Behavior: The Foundations of Advertising
Chapter 6 Market Segmentation and the Marketing Mix: Determinants of Advertising Strategy
Chapter 7 Research: Gathering Information for Advertising Planning
Chapter 8 Marketing and Advertising Planning: Top-Down, Bottom-Up, and IMC
Chapter 9 Planning Media Strategy: Finding Links to the Market

Part III: Integrating Advertising With Other Elements of the Communication Mix

Chapter 10 Relationship Building: Direct Marketing, Personal Selling, and Sales Promotion
Chapter 11 Relationship Building: Public Relations, Sponsorship, and Corporate Advertising

Part IV: Creating Advertisements and Commercials

Chapter 12 Creative Strategy and the Creative Process
Chapter 13 Creative Execution: Art and Copy
Chapter 14 Producing Ads for Print, Electronic and Digital Media

Part V: Using Advertising Media

Chapter 15 Using Print Media
Chapter 16 Using Electronic Media: Television and Radio
Chapter 17 Using Digital Interactive Media and Direct Mail

Stan

Minimalne ślady używania na okładce. Wewnątrz bez zaznaczeń.

O książce

Kompleksowe omówienie roli reklamy w budowaniu przewagi konkurencyjnej przedsiębiorstwa. Poszczególne rozdziały omawiają kolejne etapy budowy kampanii reklamowej i promocji marki. Tekst uzupełniony licznymi opisami przypadków .

Spis treści

PART ONE: THE PROCESS: ADVERTISING AND INTEGRATED BRAND PROMOTION IN BUSINESS AND SOCIETY.

1.The World of Advertising and Integrated Brand Promotion.
2.The Structure of the Advertising Industry: Advertisers, Advertising Agencies, and Support Organizations.
3.The Evolution of Promoting and Advertising Brands.
4.Social, Ethical, and Regulatory Aspects of Advertising.

Part TWO: THE PLANNING: ANALYZING THE ADVERTISING AND INTEGRATED BRAND PROMOTION ENVIRONMENT.

5.Advertising, Integrated Brand Promotion and Consumer Behavior.
6.Market Segmentation, Positioning, and the Value Proposition.
7.Advertising and Promotion Research.
8.Planning Advertising and Integrated Brand Promotion.
9.Advertising Planning: An International Perspective.

Part THREE: PREPARING THE MESSAGE.

10.Creativity, Advertising and the Brand.
11.Message Strategy.
12.Copywriting.
13.Art Direction and Production.

Part FOUR: PLACING THE MESSAGE IN CONVENTIONAL AND NEW MEDIA.

14.Media Strategy and Planning for Advertising and IBP.
15.Print, Television, and Radio.
16.Media Planning: Advertising on the Internet.

Part FIVE: INTEGRATED BRAND PROMOTION.

17.Support Media, Event Sponsorship, and Branded Entertainment.
18.Sales Promotion and Point of Purchase Advertising.
19.Direct Marketing.
20.Public Relations and Corporate Advertising. Glossary. Name/Brand/Company
Index. Subject
Index. Credits.

Stan

Minimalne ślady używania na okładce. Zaznaczenia na paru stronach.

Spis treści

Ch. 1 The rise of mBranding 15
Q&A : Don Peppers : 1:1 marketing goes wireless 35

Ch. 2 Reach out & sell someone : the top 10 secrets of successful mobile advertising 41
Q&A : Christopher Locke : "cluetrain manifesto" for the mobile age 69

Ch. 3 Dialing for dollars : m-commerce puts sales in motion 79
Q&A : Gary Hamel : leading the (wireless) revolution 103

Ch. 4 A moving experience : the new world of place-based marketing 109
Q&A : Chet Huber : driving ambition 127

Ch. 5 The wireless point of persuasion : shopping for insights at the store of the future 133
Q&A : Seth Godin : permission marketing and "my own private Idaho" 151

Ch. 6 Service with a stylus : creating the ultimate guest experience 155
Q&A : Tom Peters : the gospel according to St. Peters 169

Ch. 7 No wires, new rules : the wireless world's new social fabric - and what is means to marketers 173
Q&A : Howard Rheingold : the mobile Net's new "mob" mentality 191

Ch. 8 Marketing 2020 : the future according to Spielberg 197