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 7
... advertising.5 Within the broad category of business advertising are four distinct classifica- tions . Industrial advertising targets people who buy or use the materials and services needed to conduct business or to manufacture other ...
... advertising.5 Within the broad category of business advertising are four distinct classifica- tions . Industrial advertising targets people who buy or use the materials and services needed to conduct business or to manufacture other ...
Страница 25
... advertising agency that represents the consumer's viewpoint and feelings about the product and the advertising . account review A formal process in which an advertiser invites selected agencies to present their credentials and their ...
... advertising agency that represents the consumer's viewpoint and feelings about the product and the advertising . account review A formal process in which an advertiser invites selected agencies to present their credentials and their ...
Страница 1-15
... Advertising Agencies ) , 76 , 78 AAF ( American Advertising Federation ) , 74 , 77 , 78 Acceptable risks , attractive market segments and , 130 Acceptance , in communication , 15 Accountability , 22-23 , 83-84 , 110 of advertising ...
... Advertising Agencies ) , 76 , 78 AAF ( American Advertising Federation ) , 74 , 77 , 78 Acceptable risks , attractive market segments and , 130 Acceptance , in communication , 15 Accountability , 22-23 , 83-84 , 110 of advertising ...
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Integrated Marketing Communications | 16 |
The Advertising Planning Process | 23 |
THE ADVERTISERAGENCY PARTNERSHIP | 29 |
Ауторска права | |
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adver advertiser's advertising agencies Advertising Challenge 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 creative 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 strategy sumers target audience television advertising television commercials tion tisers Understanding Advertising Today vehicles viewers visual