Strategic advertising : a practitioner's handbook
著者
書誌事項
Strategic advertising : a practitioner's handbook
Heinemann, 1990
大学図書館所蔵 全6件
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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