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 xix
Courtland L. Bovée. JINCHE Contents XX FACING AN ADVERTISING CHALLENGE AT LEXMARK INTERNATIONAL 有名有姓. 13 MEDIA OBJECTIVES , STRATEGY , AND PLANNING 340 FACING AN ADVERTISING CHALLENGE AT CHRYSLER 341 Chapter Overview 341 Defining ...
Courtland L. Bovée. JINCHE Contents XX FACING AN ADVERTISING CHALLENGE AT LEXMARK INTERNATIONAL 有名有姓. 13 MEDIA OBJECTIVES , STRATEGY , AND PLANNING 340 FACING AN ADVERTISING CHALLENGE AT CHRYSLER 341 Chapter Overview 341 Defining ...
Страница xxii
... CHALLENGE AT KELLOGG 463 Chapter Overview. FACING AN ADVERTISING CHALLENGE AT MCI COMMUNICATIONS 431 SALES PROMOTION AND SUPPLEMENTARY MEDIA 462. NEA SAN - A クレジットの JACOS ジャックス FILM 431 431 Using Database Marketing 433 Using ...
... CHALLENGE AT KELLOGG 463 Chapter Overview. FACING AN ADVERTISING CHALLENGE AT MCI COMMUNICATIONS 431 SALES PROMOTION AND SUPPLEMENTARY MEDIA 462. NEA SAN - A クレジットの JACOS ジャックス FILM 431 431 Using Database Marketing 433 Using ...
Страница xxxii
... challenge faced by a real executive . Each chapter concludes with a section entitled Meeting an Advertising Challenge : A Case for Critical Thinking , which describes the actions taken by the featured executive and analyzes the results ...
... challenge faced by a real executive . Each chapter concludes with a section entitled Meeting an Advertising Challenge : A Case for Critical Thinking , which describes the actions taken by the featured executive and analyzes the results ...
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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