广告学 英文版PDF电子书下载

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