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 58
... COMPETITION Advertising has been said to reduce competition because few businesses have the resources to lay out millions for advertising when they enter a market where extensive advertising is the norm . Want to start a national ...
... COMPETITION Advertising has been said to reduce competition because few businesses have the resources to lay out millions for advertising when they enter a market where extensive advertising is the norm . Want to start a national ...
Страница 186
... competitors are spending ( see Exhibit 7.17 ) . This approach is simple ( in most markets you can readily get estimates of how much your competitors spend ) , and unlike percentage of sales , it does take competition into account . For ...
... competitors are spending ( see Exhibit 7.17 ) . This approach is simple ( in most markets you can readily get estimates of how much your competitors spend ) , and unlike percentage of sales , it does take competition into account . For ...
Страница 221
... competition changed when Microsoft introduced a software prod- uct called Windows . Among other things , Windows was designed to give PCs a similarly friendly feel ( so similar , in fact , that Apple took Microsoft to court over Windows ) ...
... competition changed when Microsoft introduced a software prod- uct called Windows . Among other things , Windows was designed to give PCs a similarly friendly feel ( so similar , in fact , that Apple took Microsoft to court over Windows ) ...
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Integrated Marketing Communications | 16 |
The Advertising Planning Process | 23 |
THE ADVERTISERAGENCY PARTNERSHIP | 29 |
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