What makes great advertising players; Advertising and society; Ethics and regulation; Advertising; The marketing mix; Advertising agencies; How agencies are organized; Consumer audience; Strategy and planning: the advertising plan, creative plan and copy strategy, psychology of advertising, how brand image works; Media planning: media operation, setting objectives, developing strategies, media selection, procedures, staging a media plan, print media, broadcast media, media buying functions, special skills expert knowledge on media opportunities; Creative side of advertising: creative concept, execution and effective creativity; Creating print advertisements: writing for print, print production; Creating broadcast advertising: mastering television commercials, the television environment, the nature of commercials, planning and producing commercials; Sales promotions: defining sales promotions, the size of sales promotion, the future of sales promotion; Public Relations: the challenge of public relations, comparing public relations and advertising, international advertising, the global perspective, organization of international advertising agencies.


Chapter 1_Overview of Advertising.docChapter 1_Overview of Advertising.doc