Advertising, Business & Finance 

This classic book introduces advertising as both an art and science while providing readers with a broad discussion of advertising issues and functions. Covering the entire field of advertising with special emphasis in IMC and new technologies, the book places advertising within a contemporary, integrated marketing framework to demonstrate how advertising must be coordinated with all other aspects of marketing communications. Chapter topics look at the background of today's advertising; roles of advertising; target marketing; the advertiser's marketing/advertising operation; basic media strategy; using television, radio, newspapers, and magazines; out-of-home advertising; direct-response and internet advertising; sales promotion; research in advertising; creating the copy; the total concept: words & visuals; print production; the television commercial; the radio commercial; trademarks and packaging; the complete campaign; retail advertising; international advertising; legal and other restraints on advertising; and economics and social effects of advertising. For individuals interested in the fields of advertising, communications, journalism, and marketing. - from Amzon