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  • Produktbild: Advertising
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Advertising What Everyone Needs to Know®

Fr. 83.90

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Beschreibung

Produktdetails

Einband

Gebundene Ausgabe

Erscheinungsdatum

02.09.2013

Verlag

Oxford Academic

Seitenzahl

246

Maße (L/B/H)

23.5/15.7/1.8 cm

Gewicht

431 g

Sprache

Englisch

ISBN

978-0-19-062588-7

Beschreibung

Produktdetails

Einband

Gebundene Ausgabe

Erscheinungsdatum

02.09.2013

Verlag

Oxford Academic

Seitenzahl

246

Maße (L/B/H)

23.5/15.7/1.8 cm

Gewicht

431 g

Sprache

Englisch

ISBN

978-0-19-062588-7

Herstelleradresse

Libri GmbH
Europaallee 1
36244 Bad Hersfeld
DE

Email: gpsr@libri.de

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Die Leseprobe wird geladen.
  • Produktbild: Advertising
  • Produktbild: Advertising

    • Introduction

    • Part I: Marketing versus Advertising

    • 1. The Four Ps (Marketing Mix) -Product, price, place, promotion

    • 2. Define advertising

    • 3. Explain advertising versus other forms of marketing communication (sales promotions, public relations, direct marketing)

    • 4. Types of advertising-consumer, PSA, direct response, business-to-business, etc.

    • Part II: The Business of Advertising

    • 1. Economics of the advertising industry

    • 2. Structure of advertising agencies -- Media, Creative, Research, Account management/client

    • 3. Famous Advertising Agencies and what they are known for (Example: Leo Burnett and characters such as Charlie the Tuna (Starkist), the Jolly Green Giant and the Marlboro Man)

    • Part III: Branding and Consumer Behavior

    • 1. Advertising research

    • 2. Demographics, psychographics, positioning

    • 3. Brands/branding

    • 4. Targetting, Segmentation, positioning, differentiation

    • 5. Define consumer behavior

    • 6. Influences on consumer decisions-cultural and social

    • 7. Consumer Decision Making process (high vs. low involvement products)

    • 8. Motives for purchase: wants vs. needs, habit, positive vs. negative motives

    • Part IV: Media and Media buying

    • 1. Media types (TV, radio, online) and why they are used for different campaigns

    • 2. Media Mix

    • 3. Steps in Media planning

    • 4. Companies that track media

    • 5. Terminology: Reach, frequency, circulation, makegoods, pass along, dayparts, engagement, environment

    • 6. Product placement and other alternative forms of media placement

    • Part V: Creative

    • 1. Personnel - creative director, art director, copy writer.

    • 2. What makes good advertising?

    • 3. Creative process

    • This would be a good section for interspersing famous campaigns and their effectiveness. Examples: Mikey and Life Cereal, Marlboro Man, Old Spice, Darth Vader/Volkswagen, others.

    • Part VI: Advertising in the Digital Age

    • 1. New forms of advertising (Native advertising, Content Marketing)

    • 2. Programmatic Buying

    • 3. Big Data

    • 4. Surveillance and privacy

    • 5. Social media marketing

    • 6. Word of Mouth (WOM) Marketing

    • Conclusion