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 164
... strategies Advertising strategies Sales promotion strategies Public relations strategies EXHIBIT 7.1 wwwny The Objectives / Strategy Hierarchy Advertising objectives and strategies are part of a hierarchy that extends down from the ...
... strategies Advertising strategies Sales promotion strategies Public relations strategies EXHIBIT 7.1 wwwny The Objectives / Strategy Hierarchy Advertising objectives and strategies are part of a hierarchy that extends down from the ...
Страница 177
... STRATEGY BARN HOW • Personal selling strategy • Sales promotion strategy • Public relations strategy · • Advertising strategy ADVERTISING OBJECTIVES Sales • Communications ADVERTISING STRATEGY • Creative strategy • Media plan • Budget ...
... STRATEGY BARN HOW • Personal selling strategy • Sales promotion strategy • Public relations strategy · • Advertising strategy ADVERTISING OBJECTIVES Sales • Communications ADVERTISING STRATEGY • Creative strategy • Media plan • Budget ...
Страница 184
... STRATEGY As with marketing objectives and marketing strategy , once you've established advertising objectives , your next move is to develop a strategy to meet those objectives . An advertising strategy consists of a creative strategy ...
... STRATEGY As with marketing objectives and marketing strategy , once you've established advertising objectives , your next move is to develop a strategy to meet those objectives . An advertising strategy consists of a creative strategy ...
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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