Textbook series Advertising management
Type
Book
Authors
ISBN 13
9781641721974
Category
Reference
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Publication Year
2023
Publisher
Larsen and Keller, United States
Pages
viii, 248 p. : ill.
Subject
1. Advertising--Management. 2. Advertising. 3. Industrial publicity. 4. Sales promotion. 5. Branding (Marketing). 6. Communication in marketing.
Tags
Series Name
Abstract
The topics included in this book on advertising management are of utmost significance and bound to provide incredible insights to readers. It covers in detail some existent theories and innovative concepts revolving around this field.
Description
Contents:
Chapter 1 - What is advertising?
The utilization of techniques and practices to bring products, opinions, services and causes to public notice in order to persuade them to respond in a certain manner is known as advertising. This is an introductory chapter which will briefly introduce all the significant aspects of advertising such as advertising, theory, advertising campaigns and advertising management.
Chapter 2 - Basic Concepts in Advertising
Target market, sponsoring, branded content, reach, brand awareness and effective frequency are some of the fundamental concepts in advertising. The chapter closely examines the diverse aspects of these basic concepts of advertising to provide an extensive understanding of the subject.
Chapter 3 - Forms of Advertising
There are various types of advertising such as print advertising, broadcast advertising, outdoor advertising, public service advertising, convert advertising, online advertising, display advertising, native advertising, transit advertising, mobile advertising and classified advertising. The topics elaborated in this chapter will help in gaining a better perspective about these types of advertising.
Chapter 4 - Product Advertising
The methods of communication used to promote a product in order to convince potential customers to purchase the product are knows as product advertising. Cosmetics advertising, toy advertising, alcohol advertising, fast food advertising and nicotine marketing are some of the common types of product advertising. This chapter has been carefully written to provide an easy understanding of these types of product advertising.
Chapter 5 - Advertising Management Techniques
The major techniques of advertising management include market research, advertising research, audience measurement, advertising media selection, media strategy, media planning, media buying and copy testing. All these diverse techniques of advertising management have been carefully analyzed in this chapter.
Chapter 6 - Advertising Models
Advertising models such as DAGMAR model, AIDA model and DRIP model are theory-based outlines for delivering messages. They are helpful in developing plans for the marketing communication of a business. The topics elaborated in this chapter will help in gaining a better perspective about these models of advertising.
Chapter 1 - What is advertising?
The utilization of techniques and practices to bring products, opinions, services and causes to public notice in order to persuade them to respond in a certain manner is known as advertising. This is an introductory chapter which will briefly introduce all the significant aspects of advertising such as advertising, theory, advertising campaigns and advertising management.
Chapter 2 - Basic Concepts in Advertising
Target market, sponsoring, branded content, reach, brand awareness and effective frequency are some of the fundamental concepts in advertising. The chapter closely examines the diverse aspects of these basic concepts of advertising to provide an extensive understanding of the subject.
Chapter 3 - Forms of Advertising
There are various types of advertising such as print advertising, broadcast advertising, outdoor advertising, public service advertising, convert advertising, online advertising, display advertising, native advertising, transit advertising, mobile advertising and classified advertising. The topics elaborated in this chapter will help in gaining a better perspective about these types of advertising.
Chapter 4 - Product Advertising
The methods of communication used to promote a product in order to convince potential customers to purchase the product are knows as product advertising. Cosmetics advertising, toy advertising, alcohol advertising, fast food advertising and nicotine marketing are some of the common types of product advertising. This chapter has been carefully written to provide an easy understanding of these types of product advertising.
Chapter 5 - Advertising Management Techniques
The major techniques of advertising management include market research, advertising research, audience measurement, advertising media selection, media strategy, media planning, media buying and copy testing. All these diverse techniques of advertising management have been carefully analyzed in this chapter.
Chapter 6 - Advertising Models
Advertising models such as DAGMAR model, AIDA model and DRIP model are theory-based outlines for delivering messages. They are helpful in developing plans for the marketing communication of a business. The topics elaborated in this chapter will help in gaining a better perspective about these models of advertising.
Biblio Notes
Notes:
Includes bibliographical references and index.
Includes bibliographical references and index.
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