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For courses in Advertising Principles, Introduction to Advertising, Communications, Journalism, and for use as a supplement to graduate courses in Advertising programs.
This text examines the core components of contemporary advertising as they relate to marketing promotion and marketing communication. It shows how the development of brand strategy and brand equity is crucial to successful advertising.
The Internet has changed the advertising world—forever.
In Ron Lane and Tom Russell's new Advertising: A Framework, find out how the Internet is changing the organization as well as the key strategies for agencies, marketers, and consumers. In addition, learn about the Internet's changing role in the production of advertising campaigns as the authors look into some of the key future developments. Lane and Russell have written a compact yet complete look at all aspects of advertising in the digital age, giving students time to develop campaign strategy and their own Web sites.
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