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 11
... organizations all develop products to satisfy customers , the people or organizations that purchase a product , and advertising helps persuade customers to select one product rather than another . However , marketing isn't just selling ...
... organizations all develop products to satisfy customers , the people or organizations that purchase a product , and advertising helps persuade customers to select one product rather than another . However , marketing isn't just selling ...
Страница 126
... organizations , and not individuals , are the targets . As you might expect , objective factors such as technology , location , and size play a bigger role in organizational segmentation than the psychographic and geodemographic factors ...
... organizations , and not individuals , are the targets . As you might expect , objective factors such as technology , location , and size play a bigger role in organizational segmentation than the psychographic and geodemographic factors ...
Страница 501
... Organizations and the communities they're in are mutually dependent . Com- munities look to local organizations for such benefits as tax revenues and jobs ; organizations look to their communities for employees , permission to build ...
... Organizations and the communities they're in are mutually dependent . Com- munities look to local organizations for such benefits as tax revenues and jobs ; organizations look to their communities for employees , permission to build ...
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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