商务广告 英文版PDF电子书下载

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Chapter 1 The Dimensions of Advertising 1

Chapter 2 History of Advertising 25

Chapter 3 The Scope of Advertising 59

Chapter 4 Analyzing the Communication Process 83

Chapter 5 Buying Decision Process 100

Chapter 6 Research:Gathering Information for Advertising Planning 114

Chapter 7 Creativity and Advertising 137

Chapter 8 Art and Copy 157

Chapter 9 Producing Ads for Print,Electronic,and Digital Media 183

Chapter 10 Media Characteristics 209

Chapter 11 The Internet and Interactive Media 241

Chapter 12 Media Planning 261

Chapter 13 Sales Promotion 286

Chapter 14 Public Relations 305

Chapter 15 Personal Selling 325

Chapter 16 Support Media,P-O-P Advertising,and Event Sponsorship 340

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