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 101
... purchase process . A homeowner might shop over a period of several weeks for a sofa or other piece of furniture , but not for fill dirt for the backyard - even though the purchase might cost roughly the same . Some buyer perceptions ...
... purchase process . A homeowner might shop over a period of several weeks for a sofa or other piece of furniture , but not for fill dirt for the backyard - even though the purchase might cost roughly the same . Some buyer perceptions ...
Страница 107
... purchasing departments , procurement offices , and other groups that specialize in buying . In its largest sense , the buying center is a communication network that sometimes varies from purchase to purchase , that sometimes even ...
... purchasing departments , procurement offices , and other groups that specialize in buying . In its largest sense , the buying center is a communication network that sometimes varies from purchase to purchase , that sometimes even ...
Страница 110
... purchase , the time spent on deci- sions , and purchase motivations . The psychological , social and interpersonal , and situational forces that influence consumers explain why people buy . The psychological factors of most interest to ...
... purchase , the time spent on deci- sions , and purchase motivations . The psychological , social and interpersonal , and situational forces that influence consumers explain why people buy . The psychological factors of most interest to ...
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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