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 27
... Decision : You have two key decisions to make as you think about how you might advertise to attract more Reader's Digest ads : ( 1 ) Should you use primary or selective advertising ? ( 2 ) Should you use direct - action or indirect ...
... Decision : You have two key decisions to make as you think about how you might advertise to attract more Reader's Digest ads : ( 1 ) Should you use primary or selective advertising ? ( 2 ) Should you use direct - action or indirect ...
Страница 106
... decisions Role of emotion and logic in purchase decisions Number of buyers for a given type of product Primary promotional method Buyer - seller relationship Nature of buying process Number of people involved in purchase decision Time ...
... decisions Role of emotion and logic in purchase decisions Number of buyers for a given type of product Primary promotional method Buyer - seller relationship Nature of buying process Number of people involved in purchase decision Time ...
Страница 208
... decisions , the faster the decisions can be made . Some advertising situations ( such as a negative newspaper article about your products or the appearance of a new competitor ) sometimes demand responses within days or even hours ...
... decisions , the faster the decisions can be made . Some advertising situations ( such as a negative newspaper article about your products or the appearance of a new competitor ) sometimes demand responses within days or even hours ...
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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