The obesity challenge
This timely book brings together some of the most highly respected scholars and practitioners in the consumer psychology and health communication fields to analyze how the latest research can be effectively applied to the critical public health issue of obesity
The Fifth Edition provides a perfect blend of state-of-the-art theory with current management practice and has been updated, to include current research and readings.* NEW - features many new chapters as well as new material in existing chapters, including... * new chapter on Integrated Marketing Communication (Chapter 3) * new chapter on Global Advertising (Chapter 20) * new material on Brand Equity (Chapter 10) and Emotions and Advertising (Chapter 9) * expanded treatment of Advertising Production (Chapter 15) * more in-depth discussion of Media Data/Sources (Chapter 17) * more coverage of Copywriting * updated material on changes in the industry, media environment, copy testing services, client-agency relations. * includes Cases, Readings, Exercises and Discussion Questions. * complete coverage of goal setting framework, positioning and segmentation, message strategy, message tactics, media strategy and media tactics. * NEW - features new readings from sources like... * Fortune magazine * The Harvard Business Review * Adweek * NEW - integrates many more examples and applications throughout. * NEW - updates research throughout.