An accessible, well-written, and student-friendly approach to advertising.



　　Advertising tracks the changes in today’s dynamic world of media and marketing communication–as well as the implications of these changes to traditional practice–and presents them to students through an accessible, well-written approach. The Tenth edition highlights the increasing importance of consumers as the driving force in today’s advertising strategies, social media, and the Internet evolution/revolution. It also includes an increased IMC and brand focus.



　　New To This Edition

　　1.More In-Depth IMC Focus.

　　2.New Evaluation Chapter (and Author).

　　3.New Examples of Award-Winning Brand Communication Campaigns.

　　4.New Faces, New Cases, New Brands.

　　5.Contributions from Experts around the World.

PARTⅠ: PRINCIPLE: BACK TO BASICS

Ch 1 Advertising

Ch 2 Brand Communication

Ch 3 Brand Communication and Society



PART Ⅱ: PRINCIPLE: BE TRUE TO THY BRAND–AND THY CONSUMER

Ch 4 How Brand Communication Works

Ch 5 Segmenting and Targeting the Audience

Ch 6 Strategic Research

Ch 7 Strategic Planning



PART Ⅲ: PRACTICE: DEVELOPING BREAKTHROUGH IDEAS IN THE DIGITAL AGE

Ch 8 The Creative Side

Ch 9 Promotional Writing

Ch10 Visual Communication



PART Ⅳ: PRINCIPLE: MEDIA IN A WORLD OF CHANGE

Ch11 Media Basics

Ch12 Paid Media

Ch13 Owned, Interactive, and Earned Media

Ch14 Media Planning and Negotiation



PART Ⅴ: PRINCIPLE: IMC AND TOTAL COMMUNICATION

Ch15 Public Relations

Ch16 Direct Response

Ch17 Promotions

Ch18 The Principles and Practice of IMC

Ch19 Evaluating IMC Effectiveness

Appendix

Glossary

Notes