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Book Details
Table of Contents
Background of today's advertising
Roles of advertising
Brand planning and the advertising spiral
Target marketing
The advertising agency, media services, and other services
The advertiser's marketing/advertising operation
Media strategy
Using television
Using radio
Using newspapers
Using magazines
Out-of-home advertising
Digital and direct-response advertising
Sales promotion
Research in advertising
Creating the message
The total concept : words and visuals
Print production
Video and the commercial
The radio commercial
Trademarks and packaging
The complete campaign
International advertising
Economic, social, and legal effects of advertising.
Edition Notes
Includes bibliographical references and index.
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