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 251
... visual personalities ; a jagged line conveys a message quite different from that communicated by a gracefully curved line . In general , vertical lines convey a sense of dignity ; horizontal lines , a sense of calm ; diagonal lines , a ...
... visual personalities ; a jagged line conveys a message quite different from that communicated by a gracefully curved line . In general , vertical lines convey a sense of dignity ; horizontal lines , a sense of calm ; diagonal lines , a ...
Страница 264
... visual is often the dominant element in an ad . Even when copy provides all the key selling points , the reader is often left with an image that was created by the visual . Using visuals involves two major tasks : selecting which visuals ...
... visual is often the dominant element in an ad . Even when copy provides all the key selling points , the reader is often left with an image that was created by the visual . Using visuals involves two major tasks : selecting which visuals ...
Страница 270
... VISUAL ELEMENTS Every television commercial is constructed from various audio and visual elements . Some are simple , such as a McDonald's commercial that showed noth- ing but close - ups of several products while a voice was talking ...
... VISUAL ELEMENTS Every television commercial is constructed from various audio and visual elements . Some are simple , such as a McDonald's commercial that showed noth- ing but close - ups of several products while a voice was talking ...
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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