Английский язык в рекламе

Содержание книги "Английский язык в рекламе"

От автора
MARKETING AND ADVERTISING
Introduction
Advertising and the Modern World
Advertising All Over the World
History
ADVERTISEMENT AS A SERVICE
The Ethical Questions
Social Benefits
ADVERTISING AS A CAREER IN THE USA
A Word of Warning
Careers in Advertising
MASS MEDIA
News Agencies
Newspapers
Periodicals
Radio
Television
METHODS OF ADVERTISING
THE ART OF ADVERTISING
Message Strategies
A Few Words about Creative Strategy
Some Final Thoughts about the Message Strategy
Creating the Advertising Message
Slogans, Logos, Type
What's Your Tone?
Some Thoughts on Color
WEB SITE DEVELOPMENT
The Attack of the Gaudy Graphics
TYPES OF ADVERTISING
Consumer Advertising
Media of Consumer Advertising
DEVELOPING AN ADVERTISING CAMPAIGN
Advertising Campaign
Identifying and Analyzing the Advertising Target
Defining the Advertising Objectives
Creating the Advertising Platform
Determining the Advertising Budget
Objective and Task Approach
Developing the Media Plan
Executing the Campaign
Evaluating the Effectiveness of the Advertising
THE ROLE OF THE ADVERTISING AGENCY OR
DEPARTMENT
Who Develops the Advertising Campaign?
The Functions of Advertising Departments
1. Research
2. Media Buying
3. Creative Work
4. Production
PUBLICITY AND PUBLIC RELATIONS
Kinds of Publicity
Uses of Publicity
Requirement of a Publicity Program
Trends Impacting on Advertising and Public Relations
Conclusion
SPONSORSHIP
Increasing Popularity of Sponsorship
ADVERTISING REGULATION
In the United States
1. Government Regulation
2. Industry Regulation
In Canada
In Other Countries
The Advertising Business: Structural Diagram
BASIC DEFINITIONS
Advertising, Marketing, Promotion,
Public Relations and Publicity, and Sales
One Definition of Advertising
One Definition of Marketing
One Definition of Promotion
One Definition of Public Relations
One Definition of Publicity
One Definition of Sales
An Example of the Definitions
Some Other Definitions
MARKETING AND ADVERTISING TERMS
BIBLIOGRAPHY
ENGLISH-RUSSIAN DICTONARY