Suchergebnisse

Advertising and common sense -- Advertising agencies: mediation and the creative process -- Advertising: marketing, media and communication -- Analysing and historicising advertising -- Advertising and culture -- Advertising: signs and textualities -- Advertising: new forms and intimacies -- Advertising: audiences and psychologies bibliography

An introduction to advertising -- The evolution of advertising -- The environment of advertising -- The business of advertising -- Understanding the target audience -- Segmentation, targeting, and the marketing mix -- Communication and consumer behavior -- The planning process -- Account planning and research -- Marketing, advertising, and imc planning -- The creative process -- Creating ads : strategy and process -- Creative execution: art and copy -- Reaching the target audience -- Print advertising -- Broadcast, cable, and satellite media : television and radio -- Digital interactive media -- Out-of-home, direct-mail, and promotional products -- Integrating marketing communications elements -- Media planning and buying -- IMC: direct marketing, personal selling, packaging, and sales promotion -- IMC: public relations, sponsorship, and corporate advertising -- Bonus chapter producing ads (available in connect and through create) -- Endnotes -- Credits -- Index

I examine how the increasing ability of firms to target their ads influences market outcomes when consumers have access to advertising‐avoidance tools. Although firms generally benefit from improved targeting, consumers need not. I also show that there may be too little blocking of ads in equilibrium and consider the role of targeted advertising when niche firms compete against mass‐market firms.