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广告学 英文版PDF|Epub|txt|kindle电子书版本网盘下载
- （美）托马斯·C.欧盖因（Thomas C.OGuinn）等著 著
- 出版社： 沈阳：东北财经大学出版社
- ISBN：7810443135
- 出版时间：1998
- 标注页数：623页
- 文件大小：47MB
- 文件页数：668页
- 主题词：
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图书目录
Brief Contents1
Preface xxiii1
Acknowledgments xxxvii1
Part 11
The Process: Advertising in Business and Society1
1 Advertising as a Process3
2 The Structure of the Advertising Industry33
3 The Evolution of Advertising55
4 Social, Ethical, and Regulatory Aspects of Advertising79
Delta Air Lines: The Process of Integrated Marketing Communications106
Part 2115
The Planning:Analyzing the Advertising Environment115
5 Advertising and Consumer Behavior117
6 Market Segmentation, Positioning and Product Differentiation155
7 Advertising Research183
8 The Advertising Plan211
9 Advertising Planning: An International Perspective235
Delta Air Lines' Planning Integrated Marketing Com-munications260
Preparing the Message269
Part 3269
10 Message Development271
11 Copywriting297
12 Art Direction and Production in Print Advertising321
13 Art Direction and Production in Broadcast Advertising345
Delta Air Lines: Preparing the Integrated Marketing Communications Message370
Part 4379
Placing the Message: and Supportive379
14 Media Planning, Objectives, and Strategy379
15 Media Evaluation: Print and Broadcast Media407
16 Media Evaluation Traditional and Emerging Sup-port Media441
17 Advertising on the Internet469
18 Sales Promotion493
19 Direct Marketing519
20 Public Relations and Corporate Advertising543
Delta Air Lines: Placing and Coordinating Advertising and Supportive Communications564
Appendix: Web Site Addresses569
Glossary577
Name/Brand/Company Index589
Subject Index603
Credits617