Strategy in advertising : matching media and messages to markets and motivations
著者
書誌事項
Strategy in advertising : matching media and messages to markets and motivations
NTC Business Books, c1996
3rd ed
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注記
Includes bibliographical references and index
内容説明・目次
内容説明
Strategy in Advertising: Matching Media and Messages to Markets and Motivations ties the many different strands of a successful advertising/marketing communications program into a coherent, strategic whole. Rapidly evolving communications technology has driven great changes in marketing practice. But the "big job" of advertising remains the same - developing the right message and using the right medium to reach the right market in order to get the best possible return on an advertising investment. That's what a well-planned and well-executed advertising strategy provides. And Strategy in Advertising: Matching Media and Messages to Markets and Motivations gives you all the practical guidance you'll need to reach that goal.
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