《广告学 英文版》

Brief Contents1

Preface xxiii1

Acknowledgments xxxvii1

Part 11

The Process: Advertising in Business and Society1

1 Advertising as a Process3

2 The Structure of the Advertising Industry33

3 The Evolution of Advertising55

4 Social, Ethical, and Regulatory Aspects of Advertising79

Delta Air Lines: The Process of Integrated Marketing Communications106

Part 2115

The Planning:Analyzing the Advertising Environment115

5 Advertising and Consumer Behavior117

6 Market Segmentation, Positioning and Product Differentiation155

7 Advertising Research183

8 The Advertising Plan211

9 Advertising Planning: An International Perspective235

Delta Air Lines' Planning Integrated Marketing Com-munications260

Preparing the Message269

Part 3269

10 Message Development271

11 Copywriting297

12 Art Direction and Production in Print Advertising321

13 Art Direction and Production in Broadcast Advertising345

Delta Air Lines: Preparing the Integrated Marketing Communications Message370

Part 4379

Placing the Message: and Supportive379

14 Media Planning, Objectives, and Strategy379

15 Media Evaluation: Print and Broadcast Media407

16 Media Evaluation Traditional and Emerging Sup-port Media441

17 Advertising on the Internet469

18 Sales Promotion493

19 Direct Marketing519

20 Public Relations and Corporate Advertising543

Delta Air Lines: Placing and Coordinating Advertising and Supportive Communications564

Appendix: Web Site Addresses569

Glossary577

Name/Brand/Company Index589

Subject Index603

Credits617