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Principles of advertising : a global perspective /
"Principles of Advertising: A Global Perspective, Second Edition, updates the classic first edition of this exceptional classroom resource. Ideal for use as an introductory textbook, the book presents an integrated marketing approach that is essential for keeping up with the changing world of c...
| Clasificación: | Libro Electrónico |
|---|---|
| Autor principal: | |
| Otros Autores: | |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
New York :
Haworth Press,
©2005.
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| Edición: | 2nd ed. |
| Temas: | |
| Acceso en línea: | Texto completo |
Tabla de Contenidos:
- 1. Introduction to advertising
- 2. The advertising environment: economy
- 3. Legal and political forces and advertising
- 4. The advertising business and advertising
- 5. Market segmentation, target marketing
- 6. Buyer behavior and advertising
- 7. Marketing and advertising research
- 8. The marketing and advertising planning
- 9. The creative aspect of advertising
- 10. Advertising production
- 11. Advertising media planning and selection
- 12. Print media
- 13. Broadcast media
- 14. Internet advertising
- 15. Alternative advertising media
- 16. Direct marketing/direct response
- 17. Sales promotion
- 18. Public relations, publicity, and corporate advertising.