Canadian Advertising in Action

Description

ETEXT - Praised for its clear writing style and solid Canadian examples, Advertising in Action provides a clear picture of the advertising industry. This book is ideal for courses that focus primarily on advertising while introducing students to the broader topic of integrated marketing communications.   Similar to previous editions, the book remains student-friendly. Key concepts are presented in easy-to read language and numerous examples and illustrations, written and visual, are included to demonstrate key concepts and related advertising and marketing communications strategies. Chapter 1 Chapter 1 Advertising in a Marketing Communications Environment Advertising Today Using Advertising Effectively Issues and Trends Influencing Contemporary Advertising Planning Laws and Regulations Summary Key Terms Review Questions Discussion Questions Chapter 2 Chapter 2 The Advertising Industry Composition of the Advertising Industry Client-Side Advertising Management Client Responsibilities in the Advertising Planning Process Advertising Agency Roles and Responsibilities Client–Agency Relationships Types of Advertising Agencies Managing the Client’s Business Agency Compensation Summary Key Terms Review Questions Discussion Questions Chapter 3 Consumer Behaviour Concepts and Target Marketing Consumer Buying Behaviour Identifying and Selecting Target Markets Market Positioning Concepts Summary Key Terms Review Questions Discussion Questions Chapter 4 Strategic Planning Concepts for Marketing Communications Business Planning Process Strategic Planning The Corporate Plan Marketing Planning Marketing Communications Planning The Marketing Communications Plan Summary Key Terms Review Questions Discussion Questions Chapter 5 Creative Planning Essentials The Creative Development Process and Client–Agency Responsibilities The Creative Brief Problem Identification or Challenge Statement Advertising Objectives Positioning Strategy Statement Creative Objectives Creative Strategy Creative Execution Creative Evaluation and Research Summary Key Terms Review Questions Discussion Questions Chapter 6 Design, Layout, and Production Magazine and Newspaper Advertising Out-of-Home Advertising Direct Response Print Advertising Television Advertising Direct Response Television Advertising Radio Advertising The Internet Summary Key Terms Review Questions Discussion Questions Chapter 7 Media Planning Essentials Key Trends Influencing Media Planning Today Media Planning Process The Media Plan Media Objectives Media Strategy Media Execution The Media Budget Summary Key Terms Review Questions Discussion Questions Chapter 8 Print Media_ Newspapers and Magazines Newspapers in Canada Newspaper Formats Newspaper Readership Highlights Types of Newspaper Advertising Newspapers as an Advertising Medium Buying Newspaper Space Magazines in Canada Magazines as an Advertising Medium Buying Magazine Space Technology and the Print Media Summary Key Terms Review Questions Discussion Questions Chapter 9 Broadcast Media_ Television and Radio The Canadian Television Market Trends Affecting Television and Television Advertising Television Viewing Highlights Television as an Advertising Medium Television Advertising Alternatives Television Advertising Rates and Buying Procedures The Canadian Radio Market Trends Influencing the Radio Industry Radio Listening Highlights Radio Station Formats Radio as an Advertising Medium Radio Advertising Rates and Buying Procedures Summary Key Terms Review Questions Discussion Questions Chapter 10 Out-of-Home Media Outdoor Media Research Outdoor Advertising Outdoor as an Advertising Medium Buying Outdoor Media Space Transit Advertising Transit as an Advertising Medium Buying Transit Advertising Other Forms of Out-of-Home Advertising At-Retail Media At-Retail Media as an Advertising Medium Summary Key Terms Review Questions Discussion Questions Chapter 11 Direct Response Media Direct Response Advertising Direct Mail Direct Mail Strategy Direct Mail as an Advertising Medium Buying Direct Mail Media Buying_ Cooperative Direct Mail—An Example Direct Response Television Direct Response Print Media Direct Response Interactive Telemarketing Catalogues and Magazines Summary Key Terms Review Questions Discussion Questions Chapter 12 Interactive Media Internet Advertising in Canada Interactive Communications Planning Online Advertising Strategies The Internet as an Advertising Medium Internet Advertising Rates and Media Buying Social Media Networks Types of Social Network Advertising and Marketing Communications Measuring the Impact of Social Media Communications Mobile Communications Video Game Advertising (Advergaming) Summary Key Terms Review Questions Discussion Questions Chapter 13 Sales Promotion Sales Promotion Sales Promotion Planning Consumer Promotion Planning Types of Consumer Promotion Activity Trade Promotion Planning Types of Trade Promotion Activity Sales Promotions and Media Strategy Sales Promotion Integration with Marketing Communications Summary Key Terms Review Questions Discussion Questions Chapter 14 Public Relations and Experiential Marketing Defining Public Relations The Role of Public Relations Public Relations Planning Public Relations as a Communications Medium Experiential Marketing Event Marketing and Sponsorships Strategic Considerations for Event Marketing and Sponsorships Measuring the Benefits of Event Marketing and Sponsorship Event Marketing and Sponsorship as a Communications Medium Summary Key Terms Review Questions Discussion Questions Appendix I Marketing Background Marketing Plan Marketing Communications Strategy Creative Plan Media Plan Sales Promotion Plan Public Relations Plan Appendix II Advertising Regulations Advertising Standards Canada Canadian Code of Advertising Standards Scope of the Code Gender Portrayal Guidelines Broadcast Code for Advertising to Children Other Codes and Guidelines The Complaint Process Where to Write Appendix III Glossary Sources Chapter 1 Chapter 2 Chapter 3 Chapter 4 Chapter 5 Chapter 6 Chapter 7 Chapter 8 Chapter 9 Chapter 10 Chapter 11 Chapter 12 Chapter 13 Chapter 14