Canadian Advertising Action - Softcover

TUCKWELL

3.42

12 ratings by Goodreads

9780131188297: Canadian Advertising Action

Softcover

ISBN 10: 0131188291 ISBN 13: 9780131188297

Publisher: Longman Higher Education Division (a Pearson Education company), 1991

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Designed for applied advertising courses in most community colleges and many continuing education departments in universities.

The Sixth Edition of Canadian Advertising in Action holds true to its original mandate: Canadian, brief and applied. Carefully balancing theory and practice, this practical introduction to Canadian advertising focuses primarily on advertising planning. Viewed from a Canadian perspective, the concepts are presented in the context of corporate planning and marketing planning. Students explore the relationships between various advertising plans and learn how these are conceived and developed from initial concept through to finished creative media plans.

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From the Back Cover:

Practical, student-oriented, balanced. . .

Canadian Advertising in Action is our country’s most

relied-upon text for the course!

This eighth edition of Keith Tuckwell’s respected text gives you the information you need to understand the intricacies of advertising in Canada. Written from a Canadian perspective, the book considers the influences on communications from all over the world, while all media information and data in the eighth edition are Canadian.

Throughout this updated edition, you’ll find fascinating examples and plans that embrace business-to-consumer situations, business-to-business situations, product situations, and service situations.

PLUS! You’ll find fascinating information on:

The transition to integrated marketing communications and the need for planners of advertising and marketing communications strategies to adjust their thinking process accordingly.

The rapid pace of change in the digital media arena, new coverage of interactive media, and the latest trends and practices in the digital media environment.

…And new and updated features and illustrations, including:

New ads that aptly demonstrate important advertising and marketing communications concepts.

New Advertising in Action vignettes that reflect newsworthy stories about advertisers or agencies and embrace a cross-section of companies and industries.