Description

Test Bank for Canadian Advertising in Action, 11th Edition, Keith J. Tuckwell

Table of Contents

Part 1:Advertising and Marketing Communications Today

Chapter 1: Advertising in a Marketing Communications Environment

Chapter 2: The Advertising Industry

Part 2: Marketing Communications Planning

Chapter 3: Consumer Behaviour Concepts and Target Marketing

Chapter 4: Strategic Planning Concepts for Marketing Communications

Part 3: Creating the Message

Chapter 5: Creative Planning Essentials

Chapter 6: Design, Layout, and Production

Part 4: Communicating the Message: Planning Message Placement

Chapter 7: Media Planning Essentials

Chapter 8: Print Media: Newspapers and Magazines

Chapter 9: Broadcast Media: Television and Radio

Chapter 10: Out-of-Home Media

Chapter 11: Direct Response Media

Chapter 12: Interactive Media

Part 5: Communicating the Message: Integrated Media Choices

Chapter 13: Sales Promotion

Chapter 14: Public Relations and Experiential Marketing

Appendix I: Marketing Communications

Appendix II: Advertising Regulations

Appendix III: Glossary

Index

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