Advertising tracks the changes in today’s dynamic world of media and marketing communication–as well as the implications of these changes to traditional practice–and presents them to students through an accessible, well-written approach.
The ninth edition highlights the increasing importance of consumers as the driving force in today’s advertising strategies, social media, and the Internet evolution/revolution. It also includes an increased IMC and brand focus.
New To This Edition
1.Updated! See the big picture: Increased Integrated Marketing Communication (IMC) Focus. The word “advertising” has come to refer to a variety of marketing communication tools and functions. The broader focus of IMC in this edition includes all the various forms of marketing communication—multi-platform, as well as multi-media—and the discussion is embedded seamlessly throughout the book.
2.Updated! Emphasize the importance of the brand: Increased Brand Focus. Instead of presenting advertising as an isolated piece of the marketing puzzle, this text has increased its emphasis on the importance of advertising in relation to brand communication.
3.Highlight the social media revolution: New Interactive and Social Media Discussions. Today’s social media revolution marks a major change in the way advertising operates. The impact and implications of this shift—from company-controlled to consumer-controlled media—is highlighted and explained throughout this text.
作者簡介
Sandra Moriarty
現職:University of Colorado
Nancy Mitchell
現職:University of Nebraska-Lincoln
William D. Wells
現職:University of Minnesota
目 錄
PART I: ENDUREING PRINCIPLES IN TIMES OF TURMOIl
Ch 1 The New World of Marketing Communication
Ch 2 Integrated Brand Communication
Ch 3 Brand Communication and Society
PART II: PRINCIPLE: BE TRUE TO THY BRAND
Ch 4 How Marketing Communication Works
Ch 5 Segmenting and Targeting the Audience
Ch 6 Strategic Research
Ch 7 Strategic Planning
PART III: PRACTICE: WHERE IS CREATIVE HEADED?
Ch 8 The Creative Side
Ch 9 Copywriting
Ch10 Visual Communication
PART IV: PRACTICE: WHERE ARE MEDIA HEADING?
Ch11 Media Basics
Ch12 Traditional Media
Ch13 Digital Media
Ch14 Media Planning and Buying
PART V: PRACTICE: IMC AND TOTAL COMMUNICATION
Ch15 Public Relations
Ch16 Direct-Response
Ch17 Promotions
Ch18 The IMC Umbrella
Ch19. Evaluation of Effectiveness