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 93
... behavior . Every society has social classes , groups of people who share similar lifestyles , values , interests , and behaviors . Class distinctions are more pronounced in some countries than in others , but it's safe to say that class ...
... behavior . Every society has social classes , groups of people who share similar lifestyles , values , interests , and behaviors . Class distinctions are more pronounced in some countries than in others , but it's safe to say that class ...
Страница 110
... behavior are acceptable level of risk , the role of emotion and logic , the number of buyers for a given product , the primary promotional method , buyer- seller relationships , the nature of the buying process , the num- ber of people ...
... behavior are acceptable level of risk , the role of emotion and logic , the number of buyers for a given product , the primary promotional method , buyer- seller relationships , the nature of the buying process , the num- ber of people ...
Страница 124
... Behavior . The emotional and cognitive processes going on inside a consumer's head lead to particular kinds of behavior . Behavioral segmentation encom- passes the methods used to segment audiences based on behavior . A common method of ...
... Behavior . The emotional and cognitive processes going on inside a consumer's head lead to particular kinds of behavior . Behavioral segmentation encom- passes the methods used to segment audiences based on behavior . A common method of ...
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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