The Fifth Edition provides a perfect blend of state-of-the-art theory with current management practice and has been updated, to include current research and readings.* NEW - features many new chapters as well as new material in existing chapters, including...* new chapter on Integrated Marketing Communication (Chapter 3) * new chapter on Global Advertising (Chapter 20) * new material on Brand Equity (Chapter 10) and Emotions and Advertising (Chapter 9) * expanded treatment of Advertising Production (Chapter 15) * more in-depth discussion of Media Data/Sources (Chapter 17) * more coverage of Copywriting * updated material on changes in the industry, media environment, copy testing services, client-agency relations. * includes Cases, Readings, Exercises and Discussion Questions. * complete coverage of goal setting framework, positioning and segmentation, message strategy, message tactics, media strategy and media tactics. * NEW - features new readings from sources like...* Fortune magazine * The Harvard Business Review * Adweek * NEW - integrates many more examples and applications throughout. * NEW - updates research throughout.
- ISBN10 0130883352
- ISBN13 9780130883353
- Publish Date 11 October 2001 (first published November 1991)
- Publish Status Out of Print
- Out of Print 31 October 2009
- Publish Country GB
- Publisher Pearson Education Limited
- Imprint Prentice-Hall
- Edition 5th edition
- Format Paperback
- Language English