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 202
... example , the Thomas J. Lipton unit of Unilever positions and advertises its tea products differently around the globe , simply because tea drinkers are different . British consumers like theirs hot and mixed with milk , Middle Eastern ...
... example , the Thomas J. Lipton unit of Unilever positions and advertises its tea products differently around the globe , simply because tea drinkers are different . British consumers like theirs hot and mixed with milk , Middle Eastern ...
Страница 351
... Example : A magazine or newspaper ad that mentions your new television com- mercial and promotes the same benefit . B. Match the ad to the media content so that the audience is attracted to your message . Example : An ad for baby food ...
... Example : A magazine or newspaper ad that mentions your new television com- mercial and promotes the same benefit . B. Match the ad to the media content so that the audience is attracted to your message . Example : An ad for baby food ...
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... example , are used less fre- quently than many other combinations , so they tend to attract reader atten- tion . On the other hand , a two - page or island spread can dominate the layout , drawing the reader's attention because of its ...
... example , are used less fre- quently than many other combinations , so they tend to attract reader atten- tion . On the other hand , a two - page or island spread can dominate the layout , drawing the reader's attention because of its ...
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Integrated Marketing Communications | 16 |
The Advertising Planning Process | 23 |
THE ADVERTISERAGENCY PARTNERSHIP | 29 |
Ауторска права | |
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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