Bovee Courtland L., Till John V., Dovel George P., Wood Marian Burk. Advertising Excellence

McGraw-Hill, 1995. — 561 p.A comprehensive textbook on advertising which covers both fundamental and emerging trends. Includes case studies and exercises.The foundations of advertising.
The advertiser-agency partnership.
The advertising environment.
Audience analysis and buyer behavior.
Segmentation. Targeting. And positioning.
Advertising research.
Objectives. Strategy, and plans.
Intercultural and international advertising.
Creativity. Creative strategy. And copywriting.
Art direction.
Print production.
Electronic production.
Media objectives. Strategy. And planning.
Print media.
Electronic media.
Direct marketing and out-of-home advertising.
Sales promotion and supplementary media.
Public relations and special communications.
Local advertising.
From plan to results: the complete campaign.
Glossary and Indexes.