A Global Perspective, Second Edition
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Foreword (Don E. Schultz) Preface to the Second Edition (Kate Dooley) Acknowledgments Chapter 1. Introduction to Advertising Advertising Defined Advertising Classifications The Global Perspective: Global Brand Creation Advertising Functions Advertising and Marketing Ethics Track: Has the Top Pharmaceutical Advertiser Abused Its Power? The Evolution of Advertising Summary :30 Spot: Integrating an IMC Philosophy Chapter 2. The Advertising Environment: Economy, Society, and Technology The Advertising Environment The Global Perspective: Know When to Back Off Economic Forces and Advertising Social Forces and Advertising Ethics Track: Invasive Technologies Technological Forces and Advertising Summary :60 Spot: The Times They Are Changin Chapter 3. Legal and Political Forces and Advertising The Political and Legal Environments in the United States The Global Perspective: The Impact of Advertising Environment on International Advertising The Political and Legal Environments in Other Selected Countries Ethics Track: Tobaccos Woes Summary :30 Spot: The Benefits of a Graduate Degree Chapter 4. The Advertising Business and Advertising Agencies The Advertising Business The Global Perspective: Im Lovin It in China The Advertising Agency Agency Compensation Ethics Track: The Canadian Conundrum Client-Agency Relationships Summary :60 Spot: The Milk Mustache Story Chapter 5. Market Segmentation, Target Marketing, and Product Positioning Market Segmentation The Global Perspective: A Week in Marketing Target Marketing Ethics Track: Marketing Cosmetic Surgery Product Positioning Summary :30 Spot: Paws-itively Hilarious Chapter 6. Buyer Behavior and Advertising The Buyer Decision Process The Global Perspective: We Can Create It, but We Cant Show It Factors Influencing the Business Market Factors Influencing the Consumer Market Ethics Track: Marketing to Men Consumer Behavior Summary :60 Spot: Marketing Professional Services Chapter 7. Marketing and Advertising Research Marketing Research The Global Perspective: Consumer Intelligence Advertising Research Research Trends Ethics Track: Janet Jackson Exposed Summary :60 Spot: Writing the Road to Success Chapter 8. The Marketing and Advertising Planning Process The Marketing Plan The Global Perspective: When Coke May Not Be It The Advertising Plan Ethics Track: Olympic Sponsorship Ambushed Making Budget Decisions Summary :60 Spot: A Day in the Life of an Evolving Brand Chapter 9. The Creative Aspect of Advertising Creative Concepts or Creativity in Advertising The Global Perspective: Hard Sell Is a Hard Sell Overseas Development in Creative Strategy Ethics Track: Advertising As Programming? Summary :30 Spot: The Key to Great Creative Chapter 10. Advertising Production Print Advertising Production The Global Perspective: When the Big Idea Goes Abroad Broadcast Advertising Production Ethics Track: The War on Advertising Internet Advertising Production Summary :60 Spot: Vickis Choice: Healthy Challenges Chapter 11. Advertising Media Planning and Selection