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Practice of Advertising.
Addresses key themes in advertising to provide insight into both fundamental and specialist areas.
| Clasificación: | Libro Electrónico |
|---|---|
| Autor principal: | |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
Burlington :
Elsevier,
2004.
|
| Edición: | 5th ed. |
| Temas: | |
| Acceso en línea: | Texto completo |
Tabla de Contenidos:
- The Practice of Advertising; Contents; List of Contributors; Preface; 1 Marketing
- and the Place of Advertising within It; 2 How Advertising Works; 3 Integrated Marketing Communications; 4 The Advertiser; 5 The Advertising Agency; 6 Media; 7 Advertising Creativity; 8 Press Production; 9 TV, Radio and Cinema Production; 10 Printing; 11 Advertising Planning and Budgeting; 12 Getting the Best from Advertising Agencies and Other Outside Suppliers; 13 Media Research; 14 Consumer Research; 15 Business-to-Business Advertising; 16 Services Advertising; 17 Recruitment Advertising.
- 18 Directory Advertising19 International Advertising; 20 Sales Promotion in Marketing; 21 Advertising: Self-regulation and the Law; 22 Training for a Career in Advertising; Index.