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Advertising：Principles and Practice
作者：
Wells、Burnett、Moriarty
分類：
行銷企管
／
行銷•廣告
出版社：
華泰文化
出版日期：2006/4/3
ISBN：0131968815
書籍編號：kk0145261
頁數：624
定價：
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<b><font color="#aa0000">內容簡介</font></b> Advertising: Principles And Practice, the only advertising textbook that emphasizes measuring advertising effectiveness, is the best choice for Introductory courses in Advertising, offered in Marketing, Journalism and Communication departments. NEW TO THIS EDITION 1. A major improvement is a new model of effects, The Facets Model, which is used on page 104, in Chapter 4 (How Advertising Works) to better organize the discussion of how advertising works, in Chapter 7 (Strategic Planning) to explain how objectives are set, in advertising, on page 339 in Chapter 12 (The Creative Side) to explain how message strategies are based on an understanding of these effects, and on page 539, in Chapter 19 (Evaluation of Effectiveness) to structure the logic of an evaluation program for advertising. 2. A new and deeper discussion of targeting and segmenting is presented in Chapter 5 (The Consumer Audience). The idea is to relate consumer theory to practice with targeting and segmenting explained as the most important application that derives from an understanding of consumer behavior. 3. NEW chapter on Interactive and Alternative Media (Chapter 10) showcases the explosion of new, creative ways to reach targeted audiences. 4. A more seamless presentation of international advertising is found throughout the book, with a discussion of specific strategies in Chapter 18 (Special Advertising Situations). NEW section on nonprofit advertising and social marketing is included in Chapter 18 (Special Advertising Situations.) <b><font color="#aa0000">目錄</font></b> Part I: Advertising Foundations ch1. Introduction to Advertising ch2. Advertising’s Role in Marketing ch3. Advertising and Society Part II: Planning and Strategy ch4. How Advertising Works ch5. The Consumer Audience ch6. Strategic Research ch7. Strategic Planning Part III: Advertising Media ch8. Print and Out-of-Home Media ch9. Broadcast Media ch10. Interactive and Alternative Media ch11. Media Planning and Buying Part IV: Creative Advertising ch12. The Creative Side and Message Strategy ch13. Copywriting ch14. Design and Production Part V: Integration and Evaluation ch15. Direct Response ch16. Sales Promotion, Events, and Sponsorships ch17. Public Relations ch18. Special Advertising Situations ch19. Evaluation of Effectiveness
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