Canadian Advertising in Action, 11th edition

Published by Pearson Canada (15 January 2017) © 2018

  • Keith Tuckwell St. Lawrence College

Title overview

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.

Table of contents

  1. Advertising in a Marketing Communications Environment
  2. The Advertising Industry
  3. Consumer Behaviour Concepts and Target Marketing
  4. Strategic Planning Concepts for Marketing Communications
  5. Creative Planning Essentials
  6. Design, Layout, and Production
  7. Media Planning Essentials
  8. Print Media Newspapers and Magazines
  9. Broadcast Media Television and Radio
  10. Out-of-Home Media
  11. Direct Response Media
  12. Interactive Media
  13. Sales Promotion
  14. Public Relations and Experiential Marketing

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