Advertising ExcellenceMcGraw-Hill, 1995 - 561 страница A comprehensive textbook on advertising which covers both fundamental and emerging trends. Includes case studies and exercises. |
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Страница 222
... EXHIBIT 9.2 Taking Risks in Advertising With the implications of the man's and woman's shirts depicted in this photo , an Israeli detergent manufacturer , Nekka , risks offending some readers but does communicate the point of invitingly ...
... EXHIBIT 9.2 Taking Risks in Advertising With the implications of the man's and woman's shirts depicted in this photo , an Israeli detergent manufacturer , Nekka , risks offending some readers but does communicate the point of invitingly ...
Страница 334
... EXHIBIT 12.B The script . MUSIC UNDER In reality , a Jolly Rancher candy is 3 / 4ths of an inch by 3 / 4ths of an inch . Square . But , the virtual reality of its taste ... EXHIBIT 12.H Reviewing scenes already shot . EXHIBIT 12. I. 334.
... EXHIBIT 12.B The script . MUSIC UNDER In reality , a Jolly Rancher candy is 3 / 4ths of an inch by 3 / 4ths of an inch . Square . But , the virtual reality of its taste ... EXHIBIT 12.H Reviewing scenes already shot . EXHIBIT 12. I. 334.
Страница 5
... Exhibit B.1 is the worksheet we used to estimate the media budget we'll need in order to pull in the 3,500 new customers called for by our marketing objective . Based on our advertising experience in 1993 and 1994 , we estimate that we ...
... Exhibit B.1 is the worksheet we used to estimate the media budget we'll need in order to pull in the 3,500 new customers called for by our marketing objective . Based on our advertising experience in 1993 and 1994 , we estimate that we ...
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Integrated Marketing Communications | 16 |
The Advertising Planning Process | 23 |
THE ADVERTISERAGENCY PARTNERSHIP | 29 |
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adver advertiser's advertising agencies Advertising Challenge advertising objectives advertising research areas art director athletic shoes Audience Definition brand broadcast budget buyer behavior buying center cable cable television CHAPTER clients color communication competition competitors consumers copy copywriter cost countries coupons create customers decision develop direct marketing direct-mail effective electronic ethical example EXHIBIT global GMC Truck groups headline Ikea important infomercials integrated marketing communications involved issues Levi Strauss look magazines manager marketing mix media plan medium million national advertisers newspapers offer organization organizational percent position print ads Procter & Gamble public relations purchase radio reach response retailers sales promotion segment sell shoes specific stations sumers target audience television advertising television commercials tion tisers Understanding Advertising Today vehicles viewers visual