Comment : Table of Contents
I. INTRODUCTION.

1. The Field of Advertising Management.
2. Advertising Planning and Decision Making.

II. OBJECTIVE SETTING AND MARKET POSITIONING.

3. Integrated Marketing Communications.
4. Setting Goals and Objectives.
5. How Advertising Works: Some Research Results.
6. Segmentation and Positioning.

III. MESSAGE STRATEGY.

7. Attention and Comprehension.
8. Understanding Benefit-Based Attitudes.
9. Associating Feelings with the Brand.
10. Brand Equity, Image and Personality.
11. Group Influence and Word-of-Mouth Advertising.

IV. MESSAGE TACTICS.

12. Creative Approaches.
13. The Art of Copywriting.
14. Advertising Copy Testing and Diagnosis.
15. Production and Implementation.

V. MEDIA STRATEGY AND TACTICS.

16. Media Strategy: Setting Media Budgets.
17. Media Tactics: Allocating Media Budgets.

VI. THE BROADER ENVIRONMENT.

18. Advertising Regulation.
19. Advertising and Society.
20. Global Marketing and Advertising.
Index.

Notes : Réserve – Ask a librarian

Language : English

Print : 5ème

Place of publishing : CAMBRIDGE

Figure(s) : Graphique(s) ; Tableau(x)

Location : Nice Library

Material : Paper

Statement : Présent

Owner : Bibliothèque