Advertising : principles and practice
著者
書誌事項
Advertising : principles and practice
Prentice Hall, c1995
3rd ed
- : pbk.
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注記
Includes bibliographical references and index
内容説明・目次
- 巻冊次
-
: pbk. ISBN 9780133152197
内容説明
Complete with examples, issues and applications, this study introduces the theory and practice of advertising. It provides insights into how advertising is done, who does it, and the critical questions that must be resolved. A range of media types are incorporated into the discussion.
目次
- Introduction to advertising
- advertising environment
- advertisers and the marketing process
- advertising agencies
- the consumer audience
- strategic research strategy and planning
- how advertising works
- media strategy and planning
- print media
- broadcast media
- media buying
- creative side of advertising
- creating print advertising
- creating broadcast advertising
- creating direct response advertising
- creating directory and out of home
- sales promotion
- public relations
- advertising campaigns
- evaluating research
- business to business and retail
- international advertising.
- 巻冊次
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ISBN 9780137228690
内容説明
Exceptionally real-world in focus - with examples, issues, and applications interlaced throughout - this best-selling introduction to both the theory and practice of advertising provides important insights into how advertising is done, who does it, and the critical questions that must be resolved.
目次
1. Introduction to Advertising. 2. Advertising Environment. 3. Advertisers and the Marketing Process. 4. Advertising Agencies. 5. The Consumer Audience. 6. Strategic Research. 7. Strategy and Planning. 8. How Advertising Works. 9. Media Strategy and Planning. 10. Print Media. 11. Broadcast Media. 12. Media Buying. 13. Creative Side of Advertising. 14. Creating Print Advertising. 15. Creating Broadcast Advertising. 16. Creating Direct Response Advertising. 17. Creating Directory and Out of Home. 18. Sales Promotion. 19. Public Relations. 20. Advertising Campaigns. 21. Evaluating Research. 22. Business to Business and Retail. 23. International Advertising.
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