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 109
... spend your vacation worry- ing about losing your cash ; take American Express Traveler's Cheques and spend your time enjoying yourself . " 60 technical analysis , product demonstrations , or speculative projects ( as frequently occurs ...
... spend your vacation worry- ing about losing your cash ; take American Express Traveler's Cheques and spend your time enjoying yourself . " 60 technical analysis , product demonstrations , or speculative projects ( as frequently occurs ...
Страница 186
... spend as much as they can afford on advertising . This is sometimes referred to as the residual method , because the amount spent on advertising is what's left over after everything else has been paid for ( salaries , production costs ...
... spend as much as they can afford on advertising . This is sometimes referred to as the residual method , because the amount spent on advertising is what's left over after everything else has been paid for ( salaries , production costs ...
Страница 206
... spend on producing ads , you can run more ads or spend more on research to develop new products . • Efficiency and productivity . As discussed in Chapters 9 through 17 , the process of creating ads and putting them in front of an ...
... spend on producing ads , you can run more ads or spend more on research to develop new products . • Efficiency and productivity . As discussed in Chapters 9 through 17 , the process of creating ads and putting them in front of an ...
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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