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 14
... communication process . THE COMMUNICATION PROCESS The process of getting an idea from one person to another is extremely complex . To simplify this complicated situation , think of the communication pro- cess in advertising as a ...
... communication process . THE COMMUNICATION PROCESS The process of getting an idea from one person to another is extremely complex . To simplify this complicated situation , think of the communication pro- cess in advertising as a ...
Страница 175
... Communication objectives and strategies Communication objectives and strategies Communication objectives and strategies Communication objectives and strategies • Product • ADV Product • Price • Dist . • Comm . • DM • ADV • SP Product ...
... Communication objectives and strategies Communication objectives and strategies Communication objectives and strategies Communication objectives and strategies • Product • ADV Product • Price • Dist . • Comm . • DM • ADV • SP Product ...
Страница 176
... communication vehicles . • IMC creates two - way communication with customers . IMC isn't just talking to customers but talking with them . In other words , you listen to what customers have to say , you create and shape your message ...
... communication vehicles . • IMC creates two - way communication with customers . IMC isn't just talking to customers but talking with them . In other words , you listen to what customers have to say , you create and shape your message ...
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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