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 346
... target audience ( women aged 25 to 49 ) and a goal of distributing the message ( reaching 81 percent ) . 4 REACHING THE TARGET AUDIENCE What audience should your ads be directed toward ? This is the most fundamen- tal decision involved ...
... target audience ( women aged 25 to 49 ) and a goal of distributing the message ( reaching 81 percent ) . 4 REACHING THE TARGET AUDIENCE What audience should your ads be directed toward ? This is the most fundamen- tal decision involved ...
Страница 458
... target audiences and sell products with- out going through intermediaries such as retailers or wholesalers . One ... audience to take immediate action . Another form is direct - mail advertising , which refers to any advertising that's ...
... target audiences and sell products with- out going through intermediaries such as retailers or wholesalers . One ... audience to take immediate action . Another form is direct - mail advertising , which refers to any advertising that's ...
Страница 555
... target audience across the United States both more effectively and at a lower cost than if the company had made individual purchases of media time and space . In one deal , GMC Truck sponsored a cable television show that focused on ...
... target audience across the United States both more effectively and at a lower cost than if the company had made individual purchases of media time and space . In one deal , GMC Truck sponsored a cable television show that focused on ...
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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