Advertising

Author: Richard J. Semenik
Publisher:
Publish Date: 2002-10-01
Features: This book elaborates on the structure of the advertising industry, the evolution of modern advertising, and its social, ethical, and regulatory factors. It covers advertising and consumer behavior, advertising research, the fundamentals and process of advertising planning, and all the essential issues that must be addressed during the implementation of advertising plans, including from message design to media planning and evaluation. The concepts, methods, and examples of integrated marketing communication are consistently integrated throughout the book. The book also provides over 400 advertisements and numerous website links, utilizing many new, extensive references, making it highly practical. This book is suitable for undergraduate and graduate students, teachers, and professionals and researchers in the fields of advertising, communication, and marketing.