| 000 | 36757cam a2207981Ii 4500 | ||
|---|---|---|---|
| 001 | 160359 | ||
| 008 | 100607s20122012maua b 001 0 eng | ||
| 020 | _a9780273752929 (paperback) | ||
| 040 |
_aMEF _beng _erd |
||
| 049 | _aTR-IsMEF | ||
| 050 | 0 | 0 |
_aHF5823 _b.W455 2012 |
| 100 | 1 |
_aMoriarty, Sandra E. _q(Sandra Ernst), _eauthor. |
|
| 245 | 1 | 0 |
_aAdvertising & IMC : _bprinciples & practice / _cSandra Moriarty, University of Colorado, Nancy Mitchell, University of Nebraska-Lİncoln, William Wells, University of Minnesota. |
| 250 | _aGlobal edition / Ninth edition. | ||
| 264 | 1 |
_aBoston : _bPrentice Hall, _c2012. |
|
| 264 | 4 | _a©2012 | |
| 300 |
_a685 pages : _billustrations (chiefly color) ; _c29 cm. |
||
| 336 |
_atext _2rdacontent |
||
| 337 |
_aunmediated _2rdamedia |
||
| 338 |
_avolume _2rdacarrier |
||
| 504 | _aIncludes bibliographical references (pages 656-668) and index. | ||
| 520 | _aFor introductory courses in advertising. An accessible, well-written, and student-friendly approach to advertising. 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. | ||
| 650 | 0 | _aAdvertising. | |
| 700 | 1 |
_aMitchell, Nancy, _d1950-, _eauthor. |
|
| 700 | 1 |
_aWells, William, _d1926-, _eauthor. |
|
| 700 | 1 |
_aMoriarty, Sandra E. _q(Sandra Ernst) _tAdvertising. |
|
| 900 | _aMEF Üniversitesi Kütüphane katalog kayıtları RDA standartlarına uygun olarak üretilmektedir / MEF University Library Catalogue Records are Produced Compatible by RDA Rules | ||
| 942 |
_2lcc _cBKS |
||
| 970 | 0 | 1 |
_aPreface, _p19. |
| 970 | 1 | 2 | _tPart 1 Enduring principles in times of turmoil. |
| 970 | 1 | 2 |
_tThe new world of marketing communication, _p32. |
| 970 | 1 | 1 |
_tIt's a winner: ingredients for a burger freakout, _p33. |
| 970 | 1 | 2 |
_tWhat is advertising, _p34. |
| 970 | 1 | 1 |
_tIs advertising the only tool in the promotional toolkit?, _p36. |
| 970 | 1 | 1 |
_tWhy advertising, _p37. |
| 970 | 1 | 1 |
_tA matter of practice: the greatest commercial ever made, _p38. |
| 970 | 1 | 1 |
_tWhat are the most common types of advertising?, _p39, |
| 970 | 1 | 2 |
_tHow did current practices and concepts develop?, _p41. |
| 970 | 1 | 1 |
_tEras and ages, _p41. |
| 970 | 1 | 1 |
_tSo what are the key components of advertising?, _p45. |
| 970 | 1 | 2 |
_tThe agency world, _p46. |
| 970 | 1 | 1 |
_tWho are the key players?, _p46. |
| 970 | 1 | 1 |
_tThe inside story: a passion for the business, _p47. |
| 970 | 1 | 1 |
_tTypes of agencies, _p49. |
| 970 | 1 | 1 |
_tHow are agency jobs organized?, _p51. |
| 970 | 1 | 1 |
_tA day in the life: tweets from the front line how are agencies paid?, _p53 |
| 970 | 1 | 2 |
_tHow is the practice of advertising changing?, _p54. |
| 970 | 1 | 1 |
_tConsumer in charge, _p54. |
| 970 | 1 | 1 |
_tBlurring lines and converging media, _p54. |
| 970 | 1 | 1 |
_tAccountability and effectiveness, _p55. |
| 970 | 1 | 1 |
_tIntegrated marketing communication (IMC), _p55. |
| 970 | 1 | 1 |
_tLooking ahead, _p56. |
| 970 | 1 | 1 |
_tIt's wrap: best burger, best camphaign, best practices, _p56. |
| 970 | 0 | 1 |
_aKey points summary, _p56. |
| 970 | 0 | 1 |
_aWords of wisdom: recommended reading, _p57. |
| 970 | 0 | 1 |
_aKey terms, _p57. |
| 970 | 0 | 1 |
_aReview questions, _p58. |
| 970 | 0 | 1 |
_aDiscussion questions, _p58. |
| 970 | 0 | 1 |
_aTake-home projects, _p58. |
| 970 | 0 | 1 |
_aTeam project: the brandrevive campaign, _p59. |
| 970 | 0 | 1 |
_aHands-on case: the century council, _p59. |
| 970 | 1 | 2 |
_tIntegrated brand communication, _p60. |
| 970 | 1 | 1 |
_tIt's a winner: wii wages campaign in video game war, _p61. |
| 970 | 1 | 2 |
_tWhat is marketing?, _p62. |
| 970 | 1 | 1 |
_tWhy marketing 101?, _p62. |
| 970 | 1 | 1 |
_tA day in life: a view from the marketing communication front line how does the marketing process work?, _p67. |
| 970 | 1 | 1 |
_tWhat key concepts drive marketing practices?, _p67. |
| 970 | 1 | 1 |
_tWhat is the marketing mix?, _p69. |
| 970 | 1 | 2 |
_tWhat is Marcom's role in branding?, _p72. |
| 970 | 1 | 1 |
_tHow does a brand acquire meaning?, _p72. |
| 970 | 1 | 1 |
_tA matter of practice: revolutionizing the culture of bread, _p73. |
| 970 | 1 | 1 |
_tA matter of principle: it's pure and it floats what are the key components of a brand?, _p76. |
| 970 | 1 | 1 |
_tHow is brand equity developed?, _p78. |
| 970 | 1 | 2 |
_tWhy integrated marketing communication?, _p81. |
| 970 | 1 | 1 |
_tTotal brand communication, _p81. |
| 970 | 1 | 1 |
_tOrganizing for IMC, _p81. |
| 970 | 1 | 1 |
_tThe inside story: who's the integrator here, anyway?, _p82. |
| 970 | 1 | 1 |
_tIMC principles and practices, _p83. |
| 970 | 1 | 2 |
_tBrand communication in a time of change, _p83. |
| 970 | 1 | 1 |
_tAccountability, _p83. |
| 970 | 1 | 1 |
_tGlobal marketing, _p83. |
| 970 | 1 | 1 |
_tLooking ahead, _p85. |
| 970 | 1 | 1 |
_tIt's wrap: winning video game war with wii, _p85. |
| 970 | 0 | 1 |
_aKey points summary, _p86. |
| 970 | 0 | 1 |
_aWords of wisdom: recommended reading, _p87. |
| 970 | 0 | 1 |
_aKey terms, _p87. |
| 970 | 0 | 1 |
_aReview questions, _p88. |
| 970 | 0 | 1 |
_aDiscussion questions, _p88. |
| 970 | 0 | 1 |
_aTake-home projects, _p88. |
| 970 | 0 | 1 |
_aTeam project: the brandrevive campaign, _p89. |
| 970 | 0 | 1 |
_aHands-on case: the century council, _p89. |
| 970 | 1 | 2 |
_tBrand communication and society, _p90. |
| 970 | 1 | 1 |
_tIt's a winner: Häagen-Dazs creates a buzz about bees, _p91. |
| 970 | 1 | 2 |
_tWhat is the social impact of brand communication?, _p92. |
| 970 | 1 | 1 |
_tWhat are the debates about Marcom's social role?, _p93. |
| 970 | 1 | 1 |
_tOther social responsibility issues, _p95. |
| 970 | 1 | 1 |
_tA principled practice: pizza, tacos, and truck parts: sex in advertising, _p96. |
| 970 | 1 | 1 |
_tA matter of principle: preston on puffery, _p100. |
| 970 | 1 | 2 |
_tWhat are communicators' ethical responsibilities?, _p104. |
| 970 | 1 | 1 |
_tPractical tips: marketing communications in Malaysia, _p105. |
| 970 | 1 | 1 |
_tPersonal and professional ethics, _p106. |
| 970 | 1 | 1 |
_tA matter of practice: advertising gets no respect!, _p106. |
| 970 | 1 | 1 |
_tInternational standards and codes, _p107. |
| 970 | 1 | 1 |
_tEthical decision-making tools, _p107. |
| 970 | 1 | 1 |
_tPractical tips: an ethics checklist for marketing communicators, _p108. |
| 970 | 1 | 2 |
_tWhy and how is advertising regulated?, _p108. |
| 970 | 1 | 1 |
_tMarketing communication's legal environment, _p109. |
| 970 | 1 | 1 |
_tMarketing regulatory environment, _p112. |
| 970 | 1 | 1 |
_tThe impact of regulation, _p114. |
| 970 | 1 | 1 |
_tMedia review of advertising, _p116. |
| 970 | 1 | 1 |
_tSelf-regulation, _p116. |
| 970 | 1 | 1 |
_tLooking ahead, _p118. |
| 970 | 1 | 1 |
_tIt's wrap: it's a winner, just bee-cause, _p118. |
| 970 | 0 | 1 |
_aKey points summary, _p119. |
| 970 | 0 | 1 |
_aWords of wisdom: recommended reading, _p119. |
| 970 | 0 | 1 |
_aKey terms, _p119. |
| 970 | 0 | 1 |
_aReview questions, _p120. |
| 970 | 0 | 1 |
_aDiscussion questions, _p120. |
| 970 | 0 | 1 |
_aTake-home projects, _p120. |
| 970 | 0 | 1 |
_aTeam project: the brandrevive campaign, _p120. |
| 970 | 0 | 1 |
_aHands-on case: the century council, _p121. |
| 970 | 1 | 2 | _tPart 2 Principle: be true to thy brand. |
| 970 | 1 | 2 |
_tHow marketing communication works, _p124. |
| 970 | 1 | 1 |
_tIt's a winner: planning a communication campaign in Egypt, _p125. |
| 970 | 1 | 2 |
_tDoes advertising work?, _p127. |
| 970 | 1 | 2 |
_tHow does marketing communication work?, _p127. |
| 970 | 1 | 1 |
_tThe mass communication approach, _p128. |
| 970 | 1 | 1 |
_tAdvertising as mass communication, _p128. |
| 970 | 1 | 1 |
_tAdding interaction to marketing communication, _p129. |
| 970 | 1 | 2 |
_tWhat are the effects behind effectiveness?, _p130. |
| 970 | 1 | 1 |
_tTraditional approaches, _p131. |
| 970 | 1 | 1 |
_tWhat effects are critical?, _p131. |
| 970 | 1 | 2 |
_tWhat are the facets of impact?, _p133. |
| 970 | 1 | 1 |
_tThe perception facet: see/hear, _p135. |
| 970 | 1 | 1 |
_tThe emotional or affective facet: feel, _p137. |
| 970 | 1 | 1 |
_tA matter of principle: ice cubes, breasts and subliminal ads, _p138. |
| 970 | 1 | 1 |
_tA matter of practice: thought vs. feeling, _p140. |
| 970 | 1 | 1 |
_tThe cognition facet: think/understand, _p141. |
| 970 | 1 | 1 |
_tThe association facet: connect, _p142. |
| 970 | 1 | 1 |
_tThe persuasion facet: believe, _p144. |
| 970 | 1 | 1 |
_tA principled practice: does negative political advertising help or hinder citizens?, _p145. |
| 970 | 1 | 1 |
_tThe behavior facet: act/do, _p148. |
| 970 | 1 | 2 |
_tThe power of brand communication, _p149. |
| 970 | 1 | 1 |
_tInteraction and impact, _p149. |
| 970 | 1 | 1 |
_tStrong and weak effects, _p150. |
| 970 | 1 | 1 |
_tThe inside story: kids, cars and car seat safety, _p151. |
| 970 | 1 | 1 |
_tDoes it or doesn't it?, _p152. |
| 970 | 1 | 1 |
_tLooking ahead, _p152. |
| 970 | 1 | 1 |
_tIt's a wrap: Egyptians listen to warnings, _p153. |
| 970 | 0 | 1 |
_aKey points summary, _p153. |
| 970 | 0 | 1 |
_aWords of wisdom: recommended reading, _p154. |
| 970 | 0 | 1 |
_aKey terms, _p154. |
| 970 | 0 | 1 |
_aReview questions, _p154. |
| 970 | 0 | 1 |
_aDiscussion questions, _p155. |
| 970 | 0 | 1 |
_aTake-home projects, _p155. |
| 970 | 0 | 1 |
_aTeam project: the brandrevive campaign, _p155. |
| 970 | 0 | 1 |
_aHands-on case: the century council, _p155. |
| 970 | 1 | 2 |
_tSegmenting and targeting the audience, _p156. |
| 970 | 1 | 1 |
_tIt's a winner: old navy supermodelquins reveal secrets, _p157. |
| 970 | 1 | 2 |
_tWhat influences consumer decisions?, _p158. |
| 970 | 1 | 1 |
_tCultural influences, _p160. |
| 970 | 1 | 1 |
_tA matter of principle: Leica targets the Niche, high-end market, _p161. |
| 970 | 1 | 1 |
_tSocial influences, _p162. |
| 970 | 1 | 1 |
_tPsychological influences, _p163. |
| 970 | 1 | 2 |
_tHow do we segment consumer groups?, _p165. |
| 970 | 1 | 1 |
_tSegmentatiın strategies, _p165. |
| 970 | 1 | 1 |
_tTypes of segmentation, _p166. |
| 970 | 1 | 1 |
_tDemographics, _p167. |
| 970 | 1 | 1 |
_tA principled practice: making blacks visible, _p172. |
| 970 | 1 | 1 |
_tPsychographics, _p173. |
| 970 | 1 | 1 |
_tBehavior, _p176. |
| 970 | 1 | 1 |
_tConsumer decision making, _p178. |
| 970 | 1 | 1 |
_tThe paths to a brand decision, _p180. |
| 970 | 1 | 1 |
_tTargetting the right audience, _p180. |
| 970 | 1 | 1 |
_tProfiling the target audience, _p181. |
| 970 | 1 | 1 |
_tMicrotargeting, _p182. |
| 970 | 1 | 1 |
_tThe inside story: behavioral targeting: an emerging online strategy, _p183. |
| 970 | 1 | 1 |
_tEthical issues, _p183. |
| 970 | 0 | 1 |
_aLooking ahead, _p184. |
| 970 | 1 | 1 |
_tIt's wrap: a model new way to connect with customers, _p184. |
| 970 | 0 | 1 |
_aKey points summary, _p184. |
| 970 | 0 | 1 |
_aWords of wisdom: recommended reading, _p185. |
| 970 | 0 | 1 |
_aKey terms, _p185. |
| 970 | 0 | 1 |
_aReview questions, _p185. |
| 970 | 0 | 1 |
_aDiscussion questions, _p186. |
| 970 | 0 | 1 |
_aTake-home projects, _p187. |
| 970 | 0 | 1 |
_aTeam project: the brandrevive campaign, _p187. |
| 970 | 0 | 1 |
_aHands-on case: the century council, _p187. |
| 970 | 1 | 2 |
_tStrategic research, _p188. |
| 970 | 1 | 1 |
_tIt's a winner: cheesy fun, it's not just for kids, _p189. |
| 970 | 1 | 2 |
_tHow do you find consumer insights?, _p191. |
| 970 | 1 | 1 |
_tWhat are the basic types of research?, _p192. |
| 970 | 1 | 1 |
_tA matter of principle: does advertising make smoking cool?, _p196. |
| 970 | 1 | 1 |
_tThe uses of research?, _p197. |
| 970 | 1 | 1 |
_tThe inside story: how the lamb industry in iceland survived the economic downturn, _p198. |
| 970 | 1 | 2 |
_tWhat are the most common research methods?, _p202. |
| 970 | 1 | 1 |
_tWays of contact: quantitative methods, _p202. |
| 970 | 1 | 1 |
_tWays of contact: qualitative methods, _p204. |
| 970 | 1 | 1 |
_tA matter of practice: part 1: online survey research, _p205. |
| 970 | 1 | 1 |
_tA matter of practice: part 2: online qualitative research, _p207. |
| 970 | 1 | 1 |
_tA day in the life: a stopwatch, codesheet, and curiosity, _p208. |
| 970 | 1 | 1 |
_tChoosing a research method, _p211. |
| 970 | 1 | 2 |
_tResearch trends and challenges, _p212. |
| 970 | 1 | 1 |
_tGlobal issues, _p212. |
| 970 | 1 | 1 |
_tIMC research challenges, _p212. |
| 970 | 1 | 1 |
_tPlanning for feedback, _p212. |
| 970 | 0 | 1 |
_aLooking ahead, _p212. |
| 970 | 1 | 1 |
_tIt's a wrap: comfort food for thought, _p213. |
| 970 | 0 | 1 |
_aKey points summary, _p213. |
| 970 | 0 | 1 |
_aWords of wisdom: recommended reading, _p214. |
| 970 | 0 | 1 |
_aKey terms, _p214. |
| 970 | 0 | 1 |
_aReview questions, _p214. |
| 970 | 0 | 1 |
_aDiscussion questions, _p214. |
| 970 | 0 | 1 |
_aTake-home projects, _p215. |
| 970 | 0 | 1 |
_aTeam project: the brandrevive campaign, _p215. |
| 970 | 0 | 1 |
_aHands-on case: the century council, _p215. |
| 970 | 1 | 2 |
_tStrategic planning, _p216. |
| 970 | 1 | 1 |
_tIt's a winner: how to sell diet drinks to people who don't like the idea of diet drinks, _p217. |
| 970 | 1 | 2 |
_tWhat is strategic planning?, _p218. |
| 970 | 1 | 1 |
_tThe business plan, _p219. |
| 970 | 1 | 1 |
_tThe marketing plan, _p220. |
| 970 | 1 | 1 |
_tThe advertising or IMC plan, _p222. |
| 970 | 1 | 2 |
_tWhat's in a campaign plan?, _p222. |
| 970 | 1 | 1 |
_tThe inside story: branding billings situation analysis, _p224. |
| 970 | 1 | 1 |
_tObjectives, _p226. |
| 970 | 1 | 1 |
_tTargeting, _p227. |
| 970 | 1 | 1 |
_tA principled practice: what is diversity and why is it important?, _p229. |
| 970 | 1 | 1 |
_tPositioning, _p230. |
| 970 | 1 | 1 |
_tBrand communication strategy, _p233. |
| 970 | 1 | 1 |
_tA matter of principle: 7-up: the uncola story, _p234. |
| 970 | 1 | 1 |
_tCampaign strategies and management, _p236. |
| 970 | 1 | 2 |
_tAccount planning: what is it?, _p238. |
| 970 | 1 | 1 |
_tThe research foundation, _p239. |
| 970 | 1 | 1 |
_tA matter of practice: "just give me my one vice." college students and smoking, _p240. |
| 970 | 1 | 1 |
_tConsumer insight: the fuel of big ideas, _p241. |
| 970 | 1 | 1 |
_tThe communication brief, _p242. |
| 970 | 1 | 2 |
_tPlanning for IMC campaigns, _p244. |
| 970 | 1 | 1 |
_tIMC campaign planning, _p244. |
| 970 | 1 | 1 |
_tA matter of practice: the crossover between account planning and IMC, _p245. |
| 970 | 1 | 1 |
_tSynergy and strategic consistency, _p246. |
| 970 | 1 | 1 |
_tLooking ahead, _p246. |
| 970 | 1 | 1 |
_tIt's a wrap: winning the coke zero infringement case, _p247. |
| 970 | 0 | 1 |
_aKey points summary, _p247. |
| 970 | 0 | 1 |
_aWords of wisdom: recommended reading, _p247. |
| 970 | 0 | 1 |
_aKey terms, _p248. |
| 970 | 0 | 1 |
_aReview questions, _p248. |
| 970 | 0 | 1 |
_aDiscussion questions, _p248. |
| 970 | 0 | 1 |
_aTake-home projects, _p249. |
| 970 | 0 | 1 |
_aTeam project: the brandrevive campaign, _p249. |
| 970 | 0 | 1 |
_aHands-on case: the century council, _p249. |
| 970 | 1 | 2 | _tPart 3 practice: where is creative headed? |
| 970 | 1 | 2 |
_tThe creative side, _p252. |
| 970 | 1 | 1 |
_tIt's a winner: innocent: the talking rabbit, _p253. |
| 970 | 1 | 2 |
_tScience and art?, _p254. |
| 970 | 1 | 1 |
_tWho are the key players?, _p256. |
| 970 | 1 | 1 |
_tA day in the life: what's in a title?, _p257. |
| 970 | 1 | 1 |
_tWhat is the role of creativity?, _p257. |
| 970 | 1 | 1 |
_tThe creative brief, _p259. |
| 970 | 1 | 2 |
_tMessage strategies, _p263. |
| 970 | 1 | 1 |
_tThe strategic approach, _p263. |
| 970 | 1 | 1 |
_tStrategic formats, _p265. |
| 970 | 1 | 1 |
_tA matter of principle: six message strategies in six minutes, _p266. |
| 970 | 1 | 1 |
_tMatching messages to objectives, _p269. |
| 970 | 1 | 2 |
_tCreative thinking: so how do you do it?, _p272. |
| 970 | 1 | 1 |
_tCreative big ideas, _p272. |
| 970 | 1 | 1 |
_tPractical tips: ten creative tips, _p273. |
| 970 | 1 | 1 |
_tThe ROI of creativity, _p274. |
| 970 | 1 | 1 |
_tThe creative leap, _p275. |
| 970 | 1 | 1 |
_tDialing up your creativity, _p276. |
| 970 | 1 | 1 |
_tPractical tips: exercise your creative muscles, _p277. |
| 970 | 1 | 1 |
_tThe creative process: how to get an idea, _p279. |
| 970 | 1 | 1 |
_tBrainstroming, _p278. |
| 970 | 1 | 2 |
_tManaging creative strategies, _p279. |
| 970 | 1 | 1 |
_tExtension: an idea with legs, _p279. |
| 970 | 1 | 1 |
_tAdaptation: taking an idea global, _p279. |
| 970 | 1 | 1 |
_tA matter of practice: a campaign with legs (and flippers) evaluation: the Go/No-Go decision, _p281. |
| 970 | 0 | 1 |
_aLooking ahead, _p281. |
| 970 | 1 | 1 |
_tIt's a wrap: the rabbit disappers, _p282. |
| 970 | 0 | 1 |
_aKey points summary, _p282. |
| 970 | 0 | 1 |
_aWords of wisdom: recommended reading, _p283. |
| 970 | 0 | 1 |
_aKey terms, _p283. |
| 970 | 0 | 1 |
_aReview questions, _p283. |
| 970 | 0 | 1 |
_aDiscussion questions, _p284. |
| 970 | 0 | 1 |
_aTake-home projects, _p284. |
| 970 | 0 | 1 |
_aTeam project: brandrevive revitalization campaign, _p285. |
| 970 | 0 | 1 |
_aHands-on case: the century council, _p285. |
| 970 | 1 | 2 |
_tCopywriting, _p286. |
| 970 | 1 | 1 |
_tIt's a winner: the right message to the right audience time and time again, _p287. |
| 970 | 1 | 2 |
_tWhat is the language of copywriting?, _p288. |
| 970 | 1 | 1 |
_tThe copywriter, _p289. |
| 970 | 1 | 1 |
_tThe art and science of names, _p290. |
| 970 | 1 | 1 |
_tAdvertising writing style, _p290. |
| 970 | 1 | 1 |
_tHow to write effective copy, _p291. |
| 970 | 1 | 1 |
_tPractical tips: so you think you want to create a funny ad?, _p292. |
| 970 | 1 | 2 |
_tHow is copy created for print?, _p293. |
| 970 | 1 | 1 |
_tA principled practice: check those claims, _p204. |
| 970 | 1 | 1 |
_tHow to write headlines, _p294. |
| 970 | 1 | 1 |
_tHow to write other display copy, _p298. |
| 970 | 1 | 1 |
_tHow to write body copy, _p299. |
| 970 | 1 | 1 |
_tA matter of practice: the principle of truth print media requirements, _p301 |
| 970 | 1 | 2 |
_tHow is copy written for radio?, _p303. |
| 970 | 1 | 1 |
_tTools of radio copywriting, _p303. |
| 970 | 1 | 1 |
_tThe practice of radio copywriting, _p304. |
| 970 | 1 | 1 |
_tPlanning the radio script, _p305. |
| 970 | 1 | 2 |
_tHow to write television copy, _p305. |
| 970 | 1 | 1 |
_tTools of television copywriting, _p306. |
| 970 | 1 | 1 |
_tA matter of practice: how the emotional pivot works in a story, _p307. |
| 970 | 1 | 1 |
_tPlanning the TV commercial, _p309. |
| 970 | 1 | 2 |
_tHow different is copywriting for the internet?, _p310. |
| 970 | 1 | 1 |
_tWebsites?, _p310. |
| 970 | 1 | 1 |
_tBanners, _p310. |
| 970 | 1 | 1 |
_tInternet ads, _p311. |
| 970 | 1 | 2 |
_tLessons about copywriting, _p311. |
| 970 | 1 | 1 |
_tWriting for a global brand, _p311. |
| 970 | 1 | 1 |
_tLooking ahead, _p312. |
| 970 | 1 | 1 |
_tIt's a wrap: outdoor advertising in South Africa, _p312. |
| 970 | 0 | 1 |
_aKey points summsary, _p313. |
| 970 | 0 | 1 |
_aWords of wisdom: recommended reading, _p313. |
| 970 | 0 | 1 |
_aKey terms, _p314. |
| 970 | 0 | 1 |
_aReview questions, _p314. |
| 970 | 0 | 1 |
_aDiscussion questions, _p314. |
| 970 | 0 | 1 |
_aTake-home projects, _p315. |
| 970 | 0 | 1 |
_aTeam project: the brandrevive campaign, _p315. |
| 970 | 0 | 1 |
_aHands-on case: the century council, _p315. |
| 970 | 1 | 2 |
_tVisual communication, _p316. |
| 970 | 1 | 1 |
_tIt's a winner: a strong mint with a curious past, _p317. |
| 970 | 1 | 2 |
_tWhy is visual communication important?, _p318. |
| 970 | 1 | 1 |
_tVisual impact, _p319. |
| 970 | 1 | 1 |
_tVisual storytelling, _p320. |
| 970 | 1 | 1 |
_tA principled practice: an imperative: respect the dignity of the person, _p321. |
| 970 | 1 | 1 |
_tBrand image, _p321. |
| 970 | 1 | 1 |
_tEnvironmental design, _p323. |
| 970 | 1 | 2 |
_tWhat is art direction?, _p324. |
| 970 | 1 | 1 |
_tThe designer's toolkit, _p324. |
| 970 | 1 | 1 |
_tThe inside story: loving McDonald's new look, _p325. |
| 970 | 1 | 1 |
_tA matter of principle: Obama's hope poster hangs on a questions of fair use, _p327. |
| 970 | 1 | 1 |
_tDesign principles, _p330. |
| 970 | 1 | 1 |
_tPrint layout, _p331. |
| 970 | 1 | 1 |
_tComposition, _p332. |
| 970 | 1 | 2 |
_tWhat do you need to know about production?, _p333. |
| 970 | 1 | 1 |
_tPrint media requirements, _p333. |
| 970 | 1 | 1 |
_tPrint art reproduction, _p334. |
| 970 | 1 | 1 |
_tBinding and finishing, _p335. |
| 970 | 1 | 2 |
_tWhat do you need to know about production?, _p337. |
| 970 | 1 | 1 |
_tA day in the life: a copywriter's view of TV production, _p338. |
| 970 | 1 | 1 |
_tFilming and editing, _p338. |
| 970 | 1 | 1 |
_tThe process of producing videos, _p339. |
| 970 | 1 | 1 |
_tThe TV production process, _p341. |
| 970 | 1 | 1 |
_tA matter of practice: bu ad class ready for its close-up, _p343. |
| 970 | 1 | 2 |
_tWhy study web design?, _p344. |
| 970 | 1 | 1 |
_tPractical tips: the best and worst website designs, _p345. |
| 970 | 1 | 1 |
_tAction and interaction, _p346. |
| 970 | 0 | 1 |
_aLooking ahead, _p346. |
| 970 | 1 | 1 |
_tIt's a wrap: keeping the altoids brand in mint condition, _p346. |
| 970 | 0 | 1 |
_aKey points summary, _p347. |
| 970 | 0 | 1 |
_aWords of wisdom: recommended reading, _p347. |
| 970 | 0 | 1 |
_aKey terms, _p348. |
| 970 | 0 | 1 |
_aReview questions, _p348. |
| 970 | 0 | 1 |
_aDiscussion questions, _p348. |
| 970 | 0 | 1 |
_aTake-home projects, _p349. |
| 970 | 0 | 1 |
_aTeam project: the brandrevive campaign, _p349. |
| 970 | 0 | 1 |
_aHands-on case: the century council, _p349. |
| 970 | 1 | 2 | _tPart 4 practice: where are media headed? |
| 970 | 1 | 2 |
_tMedia basics, _p352. |
| 970 | 1 | 1 |
_tIt's a winner: getting dirty boys cleaner, _p353. |
| 970 | 1 | 2 |
_tWhat do we mean by media?, _p354. |
| 970 | 1 | 1 |
_tMedia classficiations, _p355. |
| 970 | 1 | 1 |
_tA matter of principle: the dynamics of the changing media environment, _p356. |
| 970 | 1 | 1 |
_tWhat do media do?, _p356. |
| 970 | 1 | 1 |
_tThe evolution of media roles, _p357. |
| 970 | 1 | 1 |
_tA matter of practice: people really enjoy their large-screen televisions, _p358. |
| 970 | 1 | 1 |
_tThe media industry, _p358. |
| 970 | 1 | 1 |
_tKey media players, _p359. |
| 970 | 1 | 2 |
_tWhat are the fundamentals of media strategy?, _p365. |
| 970 | 1 | 1 |
_tThe media plan, _p360. |
| 970 | 1 | 1 |
_tKey strategic media concepts, _p362. |
| 970 | 1 | 1 |
_tThe basis for the buy, _p363. |
| 970 | 1 | 2 |
_tHow is the media environment changing?, _p365. |
| 970 | 1 | 1 |
_tIMC and media, _p365. |
| 970 | 1 | 1 |
_tChannels to contact points, _p365. |
| 970 | 1 | 1 |
_tA matter of practice: thoughts about media evolution and revolution, _p365. |
| 970 | 1 | 1 |
_tNew consumer media use patterns, _p369. |
| 970 | 1 | 1 |
_tNew and alternative forms of contact, _p369. |
| 970 | 1 | 1 |
_tThe inside story: the animated axe effect in city hunters, _p373. |
| 970 | 0 | 1 |
_aLooking ahead, _p376. |
| 970 | 1 | 1 |
_tIt's wrap: axe cleans up, _p377. |
| 970 | 0 | 1 |
_aKey points summary, _p378. |
| 970 | 0 | 1 |
_aWords of wisdom: recommended reading, _p378. |
| 970 | 0 | 1 |
_aKey terms, _p378. |
| 970 | 0 | 1 |
_aReview questions, _p378. |
| 970 | 0 | 1 |
_aDiscussion questions, _p378. |
| 970 | 0 | 1 |
_aTake-home projects, _p379. |
| 970 | 0 | 1 |
_aTeam project: the brand revive campaign, _p379. |
| 970 | 0 | 1 |
_aHands-on case: the century council, _p379. |
| 970 | 1 | 2 |
_tTraditional media, _p380. |
| 970 | 1 | 1 |
_tIt's a winner: quacking through clutter, _p381. |
| 970 | 1 | 2 |
_tWhat are the key print media characteristics?, _p382. |
| 970 | 1 | 1 |
_tNewspaper basics, _p383. |
| 970 | 1 | 1 |
_tMagazine basics, _p386. |
| 970 | 1 | 1 |
_tDirectories, _p390. |
| 970 | 1 | 1 |
_tA matter of principle: directories: the medium you trust the most other print media, _p392. |
| 970 | 1 | 2 |
_tWhat are the out-of-home media characteristics?, _p392. |
| 970 | 1 | 1 |
_tOutdoor advertising, _p392. |
| 970 | 1 | 1 |
_tPractical tips: outdoor: an effective brand communication medium on-premise signs, _p395. |
| 970 | 1 | 1 |
_tPosters, _p395. |
| 970 | 1 | 1 |
_tTransit advertising, _p395. |
| 970 | 1 | 1 |
_tUsing print and out-of-home media effectively, _p396. |
| 970 | 1 | 2 |
_tWhat are broadcast media characteristics?, _p397. |
| 970 | 1 | 1 |
_tRadio basics, _p397. |
| 970 | 1 | 1 |
_tTelevision basics, _p401. |
| 970 | 1 | 1 |
_tA matter of practice: mad men: advertising at the intersection of social change, _p403. |
| 970 | 1 | 1 |
_tTelevision advertising, _p408. |
| 970 | 1 | 2 |
_tOther video formats, _p410. |
| 970 | 1 | 1 |
_tMovie trailers and disc ads, _p410. |
| 970 | 1 | 1 |
_tPromotional videos, _p411. |
| 970 | 1 | 1 |
_tUsing broadcast and video effectively, _p411. |
| 970 | 0 | 1 |
_aLooking ahead, _p412. |
| 970 | 1 | 1 |
_tIt's a wrap: Aflac's Duck spreads its wings, _p412. |
| 970 | 0 | 1 |
_aKey points summary, _p413. |
| 970 | 0 | 1 |
_aWords of wisdom: recommended reading, _p413. |
| 970 | 0 | 1 |
_aKey terms, _p413. |
| 970 | 0 | 1 |
_aReview questions, _p414. |
| 970 | 0 | 1 |
_aDiscussion questions, _p414. |
| 970 | 0 | 1 |
_aTake-home projects, _p415. |
| 970 | 0 | 1 |
_aTeam project: the brandrevive campaign, _p415. |
| 970 | 0 | 1 |
_aHands-on case: the century council, _p415. |
| 970 | 1 | 2 |
_tDigital media, _p416. |
| 970 | 1 | 1 |
_tIt's a winner you're in the (virtual) army now, _p417. |
| 970 | 1 | 2 |
_tInteractive media: web 2.0 and you, _p418. |
| 970 | 1 | 1 |
_tInternet basics, _p419. |
| 970 | 1 | 1 |
_tThe internet audience, _p421. |
| 970 | 1 | 1 |
_tInternet marketing, _p421. |
| 970 | 1 | 1 |
_tA matter of practice: Toyota taps the DIY community, _p422. |
| 970 | 1 | 1 |
_tThe internet as a marcom medium, _p423. |
| 970 | 1 | 1 |
_tWhat are the functions of internet marcom?, _p423. |
| 970 | 1 | 1 |
_tThe inside story: everything is going online, _p424. |
| 970 | 1 | 2 |
_tTypes of online marketing communication, _p427. |
| 970 | 1 | 1 |
_tWebsites, _p427. |
| 970 | 1 | 1 |
_tE-mail communication, _p428. |
| 970 | 1 | 1 |
_tWhy is internet advertising growing so fast?, _p429. |
| 970 | 1 | 1 |
_tSocial media tools, _p433. |
| 970 | 1 | 1 |
_tA matter of principle: consumers, advertisers, and social media, _p434. |
| 970 | 1 | 2 |
_tHow is internet marcom evolving?, _p438. |
| 970 | 1 | 1 |
_tOffline advertising for websites, _p439. |
| 970 | 1 | 1 |
_tE-media developments and applications, _p439. |
| 970 | 1 | 1 |
_tIssues in internet advertising, _p440. |
| 970 | 1 | 1 |
_tAdvantages and limitations of internet advertising, _p442. |
| 970 | 0 | 1 |
_aLooking ahead, _p442. |
| 970 | 1 | 1 |
_tIt's a wrap: mission accomplished, _p443. |
| 970 | 0 | 1 |
_aKey points summary, _p443. |
| 970 | 0 | 1 |
_aWords of wisdom: recommended reading, _p444. |
| 970 | 0 | 1 |
_aKey terms, _p444. |
| 970 | 0 | 1 |
_aReview questions, _p444. |
| 970 | 0 | 1 |
_aDiscussion questions, _p444. |
| 970 | 0 | 1 |
_aTake-home projects, _p445. |
| 970 | 0 | 1 |
_aTeam project: the brandrevive campaign, _p445. |
| 970 | 0 | 1 |
_aHands-on case: the century council, _p445. |
| 970 | 1 | 2 |
_tMedia planning and buying, _p446. |
| 970 | 1 | 1 |
_tIt's a winner: dove audiences redefine beauty, _p447. |
| 970 | 1 | 2 |
_tHow are media plans created?, _p448. |
| 970 | 1 | 1 |
_tThe inside stry: campaign ads in video games, _p449. |
| 970 | 1 | 1 |
_tMedia research: information sources, _p450. |
| 970 | 1 | 1 |
_tThe media plan, _p452. |
| 970 | 1 | 2 |
_tWhat are the key steps in media planning?, _p452. |
| 970 | 1 | 1 |
_tStep 1: target audience, _p453. |
| 970 | 1 | 1 | _tA week in the life: what do i do as a media planner?,p454. |
| 970 | 1 | 1 |
_tStep 2: communication and media objectives, _p455. |
| 970 | 1 | 1 |
_tStep 3: media strategies, _p458. |
| 970 | 1 | 1 |
_tPractical tips: when to use various media, _p460. |
| 970 | 1 | 1 |
_tStep 4: media metrics and analytics, _p463. |
| 970 | 1 | 1 |
_tCost efficiency, _p465. |
| 970 | 1 | 1 |
_tA matter of principle: integrating advertising and PR media planning, _p466. |
| 970 | 1 | 1 |
_tA matter of principle: when is too many too much?, _p468. |
| 970 | 1 | 1 |
_tA sample media plan, _p468. |
| 970 | 1 | 2 |
_tWhat is the big picture of media planning?, _p472. |
| 970 | 1 | 1 |
_tIMC and contract point planning, _p472. |
| 970 | 1 | 1 |
_tGlobal media planning, _p474. |
| 970 | 1 | 2 |
_tHow does media buying work?, _p475. |
| 970 | 1 | 1 |
_tMedia buying complexities, _p475. |
| 970 | 1 | 1 |
_tMedia planning and buying trends, _p478. |
| 970 | 0 | 1 |
_aLooking ahead, _p480. |
| 970 | 1 | 1 |
_tIt's a wrap: beauty of a campaign, _p480. |
| 970 | 0 | 1 |
_aKey points summary, _p481. |
| 970 | 0 | 1 |
_aWords of wisdom: recommended reading, _p481. |
| 970 | 0 | 1 |
_aKey terms, _p481. |
| 970 | 0 | 1 |
_aReview questions, _p482. |
| 970 | 0 | 1 |
_aDiscussion questions, _p482. |
| 970 | 0 | 1 |
_aTake-home projects, _p482. |
| 970 | 0 | 1 |
_aTeam project: the brandrevive campaign, _p483. |
| 970 | 0 | 1 |
_aHands-on case: the century council, _p483. |
| 970 | 1 | 2 | _tPart 5 Principles: IMC and total communication. |
| 970 | 1 | 2 |
_tPublic relations, _p486. |
| 970 | 1 | 1 |
_tIt's a winner: the ultimate road trip, _p487. |
| 970 | 1 | 2 |
_tWhat is public relations?, _p488. |
| 970 | 1 | 1 |
_tPublic opinion, _p489. |
| 970 | 1 | 1 |
_tReputation: goodwill, trust, and integrity, _p489. |
| 970 | 1 | 1 |
_tComparing public relations and advertising, _p490. |
| 970 | 1 | 2 |
_tWhat are the different types of public relations programs?, _p491. |
| 970 | 1 | 1 |
_tA matter of principle: can countries brand their way to internetaional success?, _p495. |
| 970 | 1 | 2 |
_tWhat key decisions guide public relations plans?, _p496. |
| 970 | 1 | 1 |
_tResearch and SWOT analysis, _p496. |
| 970 | 1 | 1 |
_tTargeting, _p496. |
| 970 | 1 | 1 |
_tObjectives and strategies, _p497. |
| 970 | 1 | 1 |
_tThe big idea, _p497. |
| 970 | 1 | 1 |
_tPR's role in IMC, _p498. |
| 970 | 1 | 2 |
_tWhat are the most common types of public relations tool?, _p499. |
| 970 | 1 | 1 |
_tAdvertising, _p500. |
| 970 | 1 | 1 |
_tA principled practice: the social impact of public service advertising, _p501. |
| 970 | 1 | 1 |
_tPublicity, _p502. |
| 970 | 1 | 1 |
_tPublications, _p504. |
| 970 | 1 | 1 |
_tPractical tips: how to write e-mail pitch letters, _p504. |
| 970 | 1 | 1 |
_tOther tools, _p505. |
| 970 | 1 | 1 |
_tOnline communication, _p507. |
| 970 | 1 | 1 |
_tA matter of practice: engaging word of mouth through online influencers, _p508. |
| 970 | 1 | 2 |
_tThe botto line, _p509. |
| 970 | 1 | 1 |
_tWhy measure public results?, _p509. |
| 970 | 0 | 1 |
_aLooking ahead, _p511. |
| 970 | 1 | 1 |
_tIt's a wrap: milestones for Hampton's landmark campaign, _p511. |
| 970 | 0 | 1 |
_aKey points summary, _p512. |
| 970 | 0 | 1 |
_aWords of wisdom: recommended reading, _p512. |
| 970 | 0 | 1 |
_aKey terms, _p513. |
| 970 | 0 | 1 |
_aReview questions, _p513. |
| 970 | 0 | 1 |
_aDiscussion questions, _p513. |
| 970 | 0 | 1 |
_aTake home projects, _p513. |
| 970 | 0 | 1 |
_aTeam project: the brandrevive campaign, _p513. |
| 970 | 0 | 1 |
_aHands-on case: the century council, _p513. |
| 970 | 1 | 2 |
_tDirect response, _p514. |
| 970 | 1 | 1 |
_tIt's a winner: he's cuteİ he's green; he sells insurance, _p515. |
| 970 | 1 | 2 |
_tWhat is direct-response marketing communication?, _p516. |
| 970 | 1 | 1 |
_tWho are the key players?, _p518. |
| 970 | 1 | 1 |
_tWhat is included in the DMC prcess?, _p519. |
| 970 | 1 | 2 |
_tWhat are the primary media of DMC?, _p523. |
| 970 | 1 | 1 |
_tDirect mail?, _p523. |
| 970 | 1 | 1 |
_tCatalogs, _p526. |
| 970 | 1 | 1 |
_tTelemarketing, _p527. |
| 970 | 1 | 1 |
_tDirect-response advertising, _p529. |
| 970 | 1 | 1 |
_tThe internet and new forms of direct response, _p531. |
| 970 | 1 | 2 |
_tWhy are databases the foundation of DMC?, _p533. |
| 970 | 1 | 1 |
_tHow do databases create a circular process?, _p534. |
| 970 | 1 | 1 |
_tLists, _p534. |
| 970 | 1 | 2 |
_tDMC trends and challenges, _p537. |
| 970 | 1 | 1 |
_tIntegrated direct marketing, _p537. |
| 970 | 1 | 1 |
_tA principled practice: privacy: the need to use but not abuse consumer information, _p538. |
| 970 | 1 | 1 |
_tGlobal considerations in DMC, _p540. |
| 970 | 1 | 1 |
_tWhat are the advantages and limitations of DMC, _p540. |
| 970 | 0 | 1 |
_aLooking ahead, _p541. |
| 970 | 1 | 1 |
_tIt's a wrap: the Gecko and friends drive customer response, _p541. |
| 970 | 0 | 1 |
_aKey points summary, _p541. |
| 970 | 0 | 1 |
_aWords of wisdom: recommended reading, _p542. |
| 970 | 0 | 1 |
_aKey terms, _p542. |
| 970 | 0 | 1 |
_aReview questions, _p542. |
| 970 | 0 | 1 |
_aDiscussion questions, _p542. |
| 970 | 0 | 1 |
_aTake-home projects, _p543. |
| 970 | 0 | 1 |
_aTeam project: the brandrevive project, _p543. |
| 970 | 0 | 1 |
_aHands-on case: the century council, _p543. |
| 970 | 1 | 2 |
_tPromotions, _p544. |
| 970 | 1 | 1 |
_tIt's a winner: frontier campaigns for favorite animal votes and web hits, _p545. |
| 970 | 1 | 2 |
_tWhy sales promotion?, _p546. |
| 970 | 1 | 1 |
_tWhy is sales promotion growing?, _p547. |
| 970 | 1 | 1 |
_tSales promotion planning, _p548. |
| 970 | 1 | 1 |
_tWhat are the primary categories of sales promotion?, _p548. |
| 970 | 1 | 1 |
_tA principled practice: finding jesus. In a candy bar?, _p549. |
| 970 | 1 | 2 |
_tConsumer promotions, _p549. |
| 970 | 1 | 1 |
_tWhat are the tools of consumer promotions?, _p550. |
| 970 | 1 | 1 |
_tHow are consumer promotions used?, _p553. |
| 970 | 1 | 1 |
_tThe inside story: the intersection of the movie and promotion industries, _p554. |
| 970 | 1 | 2 |
_tTrade promotions, _p555. |
| 970 | 1 | 1 |
_tWhat are the types of trade promotion?, _p556. |
| 970 | 1 | 1 |
_tHow is trade promotion used?, _p557. |
| 970 | 1 | 1 |
_tPractica tips: planning point-of-purchase promotions, _p559. |
| 970 | 1 | 2 |
_tMultiplatform promotions, _p559. |
| 970 | 1 | 1 |
_tSponsorships and event marketing, _p560. |
| 970 | 1 | 1 |
_tA matter of practice: marketing through sports sponsorship, _p561. |
| 970 | 1 | 1 |
_tA matter of principle: who will win the Formula 1 night race?, _p562. |
| 970 | 1 | 1 |
_tLoyalty programs, _p563. |
| 970 | 1 | 1 |
_tPartnership programs, _p564. |
| 970 | 1 | 2 |
_tPromotion strategy, _p565. |
| 970 | 1 | 1 |
_tPromotion objectives, _p565. |
| 970 | 1 | 1 |
_tPromotion integration, _p566. |
| 970 | 1 | 1 |
_tPromotion effectiveness, _p568. |
| 970 | 0 | 1 |
_aLooking ahead, _p569. |
| 970 | 1 | 1 |
_tIt's a wrap: consumers vote frontier the winner, _p569. |
| 970 | 0 | 1 |
_aKey points summary, _p569. |
| 970 | 0 | 1 |
_aWords of wisdom: recommended reading, _p570. |
| 970 | 0 | 1 |
_aKey terms, _p570. |
| 970 | 0 | 1 |
_aReview questions, _p570. |
| 970 | 0 | 1 |
_aDiscussion questions, _p571. |
| 970 | 0 | 1 |
_aTake-home projects, _p571. |
| 970 | 0 | 1 |
_aTeam project: the brandrevive campaign, _p571. |
| 970 | 0 | 1 |
_aHands-on case: the century council, _p571. |
| 970 | 1 | 2 |
_tThe IMC Umbrella, _p572. |
| 970 | 1 | 1 |
_tIt's a winner: mathc CR-V to your lifestyle, _p573. |
| 970 | 1 | 2 |
_tIMC management, _p574. |
| 970 | 1 | 1 |
_tManaging IMC campaigns, _p575. |
| 970 | 1 | 1 |
_tManaging 360-degree communication, _p575. |
| 970 | 1 | 1 |
_tNinth principle of IMC, _p576. |
| 970 | 1 | 1 |
_tTen principles of IMC, _p578. |
| 970 | 1 | 2 |
_tRetail marketing communication, _p578. |
| 970 | 1 | 1 |
_tRetail communication planning, _p579. |
| 970 | 1 | 1 |
_tCooperative advertising, _p580. |
| 970 | 1 | 1 |
_tCreating the retail ad, _p581. |
| 970 | 1 | 1 |
_tThe media of retail marketing communication, _p582. |
| 970 | 1 | 1 |
_tA matter of practice: "life is great" at SPAR, _p583. |
| 970 | 1 | 2 |
_tBusiness-to-business marketing communication, _p584. |
| 970 | 1 | 1 |
_tB2B buying behavior, _p584. |
| 970 | 1 | 1 |
_tTypes of B2B marketing communication, _p584. |
| 970 | 1 | 1 |
_tCreating B2B communication, _p585. |
| 970 | 1 | 1 |
_tB2B media, _p586. |
| 970 | 1 | 2 |
_tNonprofit or social marketing, _p587. |
| 970 | 1 | 1 |
_tFund-raising, _p588. |
| 970 | 1 | 1 |
_tSocial marketing and public communication, _p588. |
| 970 | 1 | 1 |
_tCause and mission marketing, _p589. |
| 970 | 1 | 1 |
_tA principled practice: pause for the cause: boosting brands and building goodwill with cause marketing, _p591. |
| 970 | 1 | 2 |
_tInternational marketng communication, _p591. |
| 970 | 1 | 1 |
_tStages of marketing development, _p592. |
| 970 | 1 | 1 |
_tThe global versus local debate, _p592. |
| 970 | 1 | 1 |
_tPlanning international strategies, _p595. |
| 970 | 1 | 1 |
_tOrganizing for international marketing communication, _p597. |
| 970 | 1 | 1 |
_tThe IMC factor in international campaign planning, _p598. |
| 970 | 0 | 1 |
_aLooking ahead, _p598. |
| 970 | 1 | 1 |
_tThe inside story: chasing the same dream, _p599. |
| 970 | 1 | 1 |
_tIt's a wrap: driving Honda's CR-V to number one, _p600. |
| 970 | 0 | 1 |
_aKey points summary, _p600. |
| 970 | 0 | 1 |
_aWords of wisdom: recommended reading, _p601. |
| 970 | 0 | 1 |
_aKey terms, _p602. |
| 970 | 0 | 1 |
_aReview questions, _p602. |
| 970 | 0 | 1 |
_aDiscussion questions, _p602. |
| 970 | 0 | 1 |
_aTake-home projects, _p603. |
| 970 | 0 | 1 |
_aTeam project: the brandrevive campaign, _p603. |
| 970 | 0 | 1 |
_aHands-on case: the century council, _p603. |
| 970 | 1 | 2 |
_tEvaluation of effectiveness, _p604. |
| 970 | 1 | 1 |
_tIt's a winner: skistar: skipass, _p605. |
| 970 | 1 | 2 |
_tImpact: does it work?, _p607. |
| 970 | 1 | 1 |
_tEvaluating effectiveness, _p608. |
| 970 | 1 | 1 |
_tTypes and stages of evaluation, _p608. |
| 970 | 1 | 1 |
_tFacets: measuring responses, _p609. |
| 970 | 1 | 1 |
_tA matter of principle: completing the cycle, _p610. |
| 970 | 1 | 2 |
_tWhat is message evaluation?, _p610. |
| 970 | 1 | 1 |
_tCopytesting, _p612. |
| 970 | 1 | 1 |
_tMessage development research, _p612. |
| 970 | 1 | 1 |
_tDuring execution: concurrent testing, _p613. |
| 970 | 1 | 1 |
_tMatter of practice: finding moments of truth post-testing: after-execution research, _p616. |
| 970 | 1 | 1 |
_tScanner research, _p618. |
| 970 | 1 | 2 |
_tMedia evaluation, _p619. |
| 970 | 1 | 1 |
_tEvaluating audience exposure, _p620. |
| 970 | 1 | 1 |
_tROI and media efficiency, _p621. |
| 970 | 1 | 2 |
_tEvaluating IMC tools, campaigns, and programs, _p622. |
| 970 | 1 | 1 |
_tMarcom tools, _p622. |
| 970 | 1 | 1 |
_tSpecial advertising situations, _p625. |
| 970 | 1 | 1 |
_tThe inside story: how web sites build brand (or don't), _p626. |
| 970 | 1 | 1 |
_tCampaign and program evaluation, _p627. |
| 970 | 1 | 1 |
_tA principled practice: can a broken guitar really hurt united?, _p628. |
| 970 | 1 | 1 |
_tIt's a wrap: skistar managing decentralized campaigns, _p630. |
| 970 | 0 | 1 |
_aKey points summary, _p631. |
| 970 | 0 | 1 |
_aWords of wisdom: recommended reading, _p631. |
| 970 | 0 | 1 |
_aKey terms, _p631. |
| 970 | 0 | 1 |
_aReview questions, _p631. |
| 970 | 0 | 1 |
_aDiscussion questions, _p631. |
| 970 | 0 | 1 |
_aTake-home projects, _p632. |
| 970 | 0 | 1 |
_aTeam project: the brandrevive campaign, _p632. |
| 970 | 0 | 1 |
_aHands-on case: the century council, _p632. |
| 970 | 0 | 1 |
_aAppendix, _p633. |
| 970 | 0 | 1 |
_aGlossary, _p638. |
| 970 | 0 | 1 |
_aCredits, _p656. |
| 970 | 0 | 1 |
_aNotes, _p659. |
| 970 | 0 | 1 |
_aIndex, _p669. |
| 999 |
_c4335 _d4335 |
||
| 003 | KOHA | ||