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 272
... commercial ? Is the commercial relevant to viewers ' wants and needs ? • Are the format and style compatible with your product and the market position you want to achieve or main- tain ? • Is a benefit clearly stated ? Will members of ...
... commercial ? Is the commercial relevant to viewers ' wants and needs ? • Are the format and style compatible with your product and the market position you want to achieve or main- tain ? • Is a benefit clearly stated ? Will members of ...
Страница 312
... commercial is actually filmed , videotaped , programmed on computer , or drawn by artists . In the case of filmed or taped live - action commercials , production is quick , usually a day or two . However , complex commercials are an ...
... commercial is actually filmed , videotaped , programmed on computer , or drawn by artists . In the case of filmed or taped live - action commercials , production is quick , usually a day or two . However , complex commercials are an ...
Страница 318
... commercials appear on the air . With a large cast and a commercial that airs dozens of times , residuals can add up quickly , sometimes to more than the original cost of production.30 By the way , did you ever notice how attractive the ...
... commercials appear on the air . With a large cast and a commercial that airs dozens of times , residuals can add up quickly , sometimes to more than the original cost of production.30 By the way , did you ever notice how attractive the ...
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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