- 作 者：（美）J.托马斯·罗素（J.ThomasRussell），（美）W.罗纳德·莱恩（W.RonaldLane）著
- 出 版 社：北京：清华大学出版社
- 出版年份：1997
- ISBN：7302026769
- 标注页数：816 页
- PDF页数：834 页
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Brief Contents 2
PART Ⅰ The Place of Advertising 2
One Background of Today's Advertising 4
Two Roles of Advertising 27
PART Ⅱ Planning the Advertising 64
Three The Advertising Spiral and Brand Planning 66
Four Target Marketing 96
PART Ⅲ Managing the Advertising 130
Five The Advertising Agency Media Services, and Other Services 132
Six The Advertiser's Marketing/Advertising Operation 158
PART Ⅳ Media 184
Seven Basic Media Strategy 186
Eight Using Television 217
Nine Using Radio 258
Ten Using Newspapers 288
Eleven Using MagaZines 322
Twelve Out-of-Home Advertising 372
Thirteen Direct-Response and Direct-Mail Advertising 397
Fourteen Sales Promotion 443
PART Ⅴ Creating the Advertising 480
Fifteen ReSearch in Advertising 482
Sixteen Creating the Copy 510
Seventeen The Total Concept: Works and Visuals 533
Eighteen Print Production 552
Nineteen The Television Commercial 588
Twenty-Two The Complete Campaign 591
Twenty The Radio Commercial 615
PART Ⅵ Other Environments of Advertising 621
Twenty-Three Retail Advertising 623
Twenty-one Trademarks and Packaging 634
TWenty-Six Economic and Social Effects of Advertising 693
Twenty-Five International Advertising 707
Twenty-Five Legal and Other Restraints on Advertising 734