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Advertising: A Framework
By W. Ronald Lane and J. Thomas Russell
Prentice Hall
$51.33
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Advertising: A Framework examines core components of contemporary advertising in an environment of marketing, promotion diversity and specialization. It also provides information on how the Internet is changing the organization as well as the key strategies for agencies, marketers and consumers.
The book is co-authored by UGA communications professor Ron Lane and Tom Russell, former UGA professor of advertising and dean of the Grady College of Journalism and Mass Communication. The book is designed to serve a number of readers and objectives. It is a ready reference for professional marketing and advertising managers, a supplement for advanced undergraduate and graduate courses and a core text for students in a number of promotion, marketing and advertising disciplines. The basic intent is to present advertising as part of the total marketing management and communications process. Advertising: A Framework recognizes that no single approach will be successful in solving all marketing or advertising problems. Consequently, the book discusses advertising in the context of a number of marketing variables, including price, product quality, consumer perceptions of brand alternatives, distribution, as well as diverse sociological, cultural and psychological factors. As is emphasized, the advertising manager of tomorrow will be a person well versed in a host of business and communication disciplines. |
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