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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... instance , are included in a much broader category of factory automation equip- ment . Third , each company or major subsidiary is assigned one SIC code , even though it may be engaged in many different business activities . Finally ...
... instance , are included in a much broader category of factory automation equip- ment . Third , each company or major subsidiary is assigned one SIC code , even though it may be engaged in many different business activities . Finally ...
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... instance , " 12 - point Helvetica compressed bold " is a font . Finally , most typefaces are part of larger type families , which are collections of related styles . The Univers family , for example , contains fonts sized from 6 to 48 ...
... instance , " 12 - point Helvetica compressed bold " is a font . Finally , most typefaces are part of larger type families , which are collections of related styles . The Univers family , for example , contains fonts sized from 6 to 48 ...
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... instance , ABC network television refuses all 900 - number ads . ( Exempted from ABC's ban are ads from the Red Cross and other public welfare organizations that encourage donations via 900- phone lines . ) 35 An increasing number of ...
... instance , ABC network television refuses all 900 - number ads . ( Exempted from ABC's ban are ads from the Red Cross and other public welfare organizations that encourage donations via 900- phone lines . ) 35 An increasing number of ...
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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