The new how to advertise
著者
書誌事項
The new how to advertise
Kogan Page, 1992
2nd rev. ed
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内容説明・目次
内容説明
Expanded with information on new advertising markets, this manual explores successful media tactics, money-saving tips for television and print advertising, global brands, audience segmentation and target marketing, the power of retailers and database marketing.
目次
- Principles
- brand-building strategies
- television
- research
- radio and out-of-home
- direct marketing
- accountability
- campaigns that build businesses
- media strategies and tactics
- promotions that add value
- brochures and sales pieces
- global brands
- target marketing
- truth and ethics
- agency relationships
- what it takes to succeed.
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