[This book] has organized [the] discussion of advertising effect for you in the form of a Facets Model. This illustration and the ideas it represents are used throughout the book to help you remember what we mean by effectiveness when [they] explain such things as how advertising works, how objectives are decided upon, and how an advertisement is evaluated based on its objectives.-Pref.
Note
Includes glossary, credits and notes.
Bibliography, etc. Note
Includes bibliographical references (p.575-580) and index.
Formatted Contents Note
Foundations: Introduction to advertising; Advertising's role in marketing; Advertising and society Planning and strategy: How advertising works; Consumer audience; Strategic research; Strategic planning Effective advertising media: Print and out-of-home media; Broadcast media; Interactive and alternative media; Media planning and buying Effective advertising messages: Creative side and message strategy; Copywriting; Design and production Integration and evaluation: Direct response; Sales promotion, events, and sponsorships; Public relations; Special advertising situations; Evaluation of effectiveness Glossary.
Published
Princeton, N.J. : Recording for the Blind & Dyslexic, 2006.