- 作 者：（美）托马斯·C.欧盖因（Thomas C.OGuinn）等著
- 出 版 社：沈阳：东北财经大学出版社
- 出版年份：1998
- ISBN：7810443135
- 标注页数：623 页
- PDF页数：668 页
请阅读订购服务说明与试读!
订购服务说明
1、本站所有的书默认都是PDF格式，该格式图书只能阅读和打印，不能再次编辑。
2、除分上下册或者多册的情况下，一般PDF页数一定要大于标注页数才建议下单购买。【本资源668 ≥623页】
图书下载及付费说明
1、所有的电子图书为PDF格式，支持电脑、手机、平板等各类电子设备阅读；可以任意拷贝文件到不同的阅读设备里进行阅读。
2、电子图书在提交订单后一般半小时内处理完成,最晚48小时内处理完成。(非工作日购买会延迟)
3、所有的电子图书都是原书直接扫描方式制作而成。
Brief Contents 1
Preface xxiii 1
Acknowledgments xxxvii 1
Part 1 1
The Process: Advertising in Business and Society 1
1 Advertising as a Process 3
2 The Structure of the Advertising Industry 33
3 The Evolution of Advertising 55
4 Social, Ethical, and Regulatory Aspects of Advertising 79
Delta Air Lines: The Process of Integrated Marketing Communications 106
Part 2 115
The Planning:Analyzing the Advertising Environment 115
5 Advertising and Consumer Behavior 117
6 Market Segmentation, Positioning and Product Differentiation 155
7 Advertising Research 183
8 The Advertising Plan 211
9 Advertising Planning: An International Perspective 235
Delta Air Lines' Planning Integrated Marketing Com-munications 260
Preparing the Message 269
Part 3 269
10 Message Development 271
11 Copywriting 297
12 Art Direction and Production in Print Advertising 321
13 Art Direction and Production in Broadcast Advertising 345
Delta Air Lines: Preparing the Integrated Marketing Communications Message 370
Part 4 379
Placing the Message: and Supportive 379
14 Media Planning, Objectives, and Strategy 379
15 Media Evaluation: Print and Broadcast Media 407
16 Media Evaluation Traditional and Emerging Sup-port Media 441
17 Advertising on the Internet 469
18 Sales Promotion 493
19 Direct Marketing 519
20 Public Relations and Corporate Advertising 543
Delta Air Lines: Placing and Coordinating Advertising and Supportive Communications 564
Appendix: Web Site Addresses 569
Glossary 577
Name/Brand/Company Index 589
Subject Index 603
Credits 617