Publicidad (SPANISH TRANSLATION OF ADVERTISING, 1E/0-538-86908-9)

PART 1. THE PROCESS: ADVERTISING IN BUSINESS AND SOCIETY. 1. Advertising as a Process. 2. The Structure of the Advertising Industry. 3. The Evolution of Advertising. 4. Social, Ethical, and Regulatory Aspects of Advertising. Delta Air Lines IMC: The Process of Integrated Marketing Communications. PART 2. THE PLANNING: ANALYZING THE ADVERTISING ENVIRONMENT. 5. Advertising and Consumer Behavior. 6. Market Segmentation, Product Differentiation and Positioning. 7. Marketing and Advertising Research. 8. The Advertising Plan. 9. Advertising Planning: An International Perspective. Delta Air Lines IMC: Planning Integrated Marketing Communications. PART 3. PREPARING THE MESSAGE. 10. Message Development. 11. Copywriting. 12. Art Direction and Production in Print Advertising. 13. Art Direction and Production in Broadcast Advertising. 14. Advertising and the World Wide Web. Delta Air Lines IMC: Preparing the Integrated Marketing Communications Message. PART 4. PLACING THE MESSAGE: MEDIA AND SUPPORTIVE COMMUNICATIONS. 15. Media Planning, Objectives, and Strategy. 16. Media Evaluation: Print and Broadcast Media. 17. Media Evaluation: Traditional and Emerging Support Media. 18. Sales Promotion. 19. Direct Marketing. 20. Public Relations and Corporate Advertising. Delta Air Lines IMC: Coordinating Advertising and Supportive Communications.Chris Allen is the author of 'Publicidad (SPANISH TRANSLATION OF ADVERTISING, 1E/0-538-86908-9)', published 1999 under ISBN 9789687529592 and ISBN 9687529598.