Publisher's Synopsis
For those on introductory courses in advertising and promotion in departments of advertising, marketing, business and journalism, this book chronicles the scope, financial investment and importance of advertising as a marketing tool. Balancing both theoretical and practical approaches to advertising, the text distinguishes the marketing foundations of advertising, guides students through the specific techniques used in media, creative and campaign planning, and offers a broad overview of the history, purpose and role of advertising.;The text reflects trends in television and print and production, and discusses how advertising has broadened its base with the presently changing role of increased significance of sales promotion and public relations. Case studies highlight the changes taking place in the industry, including some new international cases which show the differences between the campaigns in five different countries.;Topics in sales promotion, target marketing and TV are provided for discussion, and current exhibits, advertisements, cases and examples illustrate key concepts. Over 100 new ads are featured from products such as Kodak, American Express, Del Monte and Maybelline. Discussion of the EC is expanded in this edition.
