Strategic advertising : a practitioner's handbook

著者

• Corstjens, Judy

書誌事項

Strategic advertising : a practitioner's handbook

Judith Corstjens

Heinemann, 1990

注記

Includes bibliographical references

内容説明・目次

内容説明

This handbook is aimed at all executives involved in the planning stages of advertising. The author demonstrates how to apply the many existing techniques and theories needed to develop a planning approach, such as writing a creative brief, assessing the effectiveness and success of advertising. The book is written for advertising professionals and not for academia and concentrates on practical, usable theories, presented in a straightforward, non-technical way.

目次

• Understanding marketing strategy
• advertising strategy
• creative briefing
• creative development (pre-testing)
• feedback from the marketplace
• endwords.

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詳細情報

• NII書誌ID(NCID): BA11110026
• ISBN:
  • 0434902446
• 出版国コード: uk
• タイトル言語コード: eng
• 本文言語コード: eng
• 出版地: Oxford
• ページ数/冊数: ix, 216 p.
• 大きさ: 24 cm
• 分類:
  • LCC : HF5805
  • DC20 : 659.1/11
• 件名:
  • PRECIS : Advertising
  • LCSH : Advertising -- United States
  • LCSH : Strategic planning
  • LCSH : Advertising -- Research -- United States