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 292
... colors . Color is one of the most fascinating and complex subjects in all of advertising , and color printing is a technical specialty in itself . With color playing such an important role in advertising , it's essential for art ...
... colors . Color is one of the most fascinating and complex subjects in all of advertising , and color printing is a technical specialty in itself . With color playing such an important role in advertising , it's essential for art ...
Страница 293
... color . The printer then makes a plate from a negative of each original , without the intervening step of camera separation.35 Printers can run two - color print jobs on two - color presses , which can handle both plates at once . They ...
... color . The printer then makes a plate from a negative of each original , without the intervening step of camera separation.35 Printers can run two - color print jobs on two - color presses , which can handle both plates at once . They ...
Страница 294
... colors . Pantone now offers a wide variety of color matching systems and standards for specific design purposes.37 Having a common system of identifying colors means that as an art director , you could prepare a colored sketch of a ...
... colors . Pantone now offers a wide variety of color matching systems and standards for specific design purposes.37 Having a common system of identifying colors means that as an art director , you could prepare a colored sketch of a ...
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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