Advertising : a framework
著者
書誌事項
Advertising : a framework
Prentice Hall, c2001
1st ed.
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注記
Includes index
内容説明・目次
内容説明
For courses in Advertising Principles, Introduction to Advertising, Communications, Journalism, and for use as a supplement to graduate courses in Advertising programs.
This text examines the core components of contemporary advertising as they relate to marketing promotion and marketing communication. It shows how the development of brand strategy and brand equity is crucial to successful advertising.
目次
1. The Background and Roles of Advertising.
2. The Advertising Spiral and Brand Planning.
3. Target Marketing.
4. Management of Advertising.
5. Media Planning and Execution.
6. Broadcast and Cable Media
7. Print Media.
8. Other Media: Out-of-Home, Direct Response, Internet.
9. Sales Promotion.
10. Research in Advertising.
11. Creative Strategy.
12. Creative Essentials.
13. Production and Planning.
14. Retail Advertising.
15. International Advertising.
16. Economic, Social, and Legal Effects of Advertising.
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