Fundamentals of Advertising
Routledge (Verlag)
978-1-138-16149-8 (ISBN)
The authors use a wide range of examples to illustrate their themes and an informative series of guidelines and checklists of value not only to students but to those applying the various techniques.
Topics the authors examine include: The role of the advertising agencies, Planning advertising campaigns, Setting budgets, The scope of below-the-line promotion, How advertising materials are created and produced, The issue of control in advertising, International advertising.
John Wilmshurst, Adrian Mackay
Part one: What advertising is about - This advertising business; What advertising does; How advertising happens; Picturing the market; Part Two: How the advertising business functions - Planning Advertising Campaigns; How advertising comes into being - the role of advertising agencies; Where advertising appears; Advertising and its stable-mates - below-the-line promotion; How advertising is controlled; Part Three: How advertising works in detail - How advertising is created; The printed media; The broadcast media; Other media and media terms; Media buying, planning and scheduling; The production of advertising material; Measuring advertising effectiveness I - theories of how advertising works; Measuring advertising effectiveness II - a review of research methods; Part Four: Advertising internationally - Media and other services around the world; Advertising messages around the world.
| Erscheinungsdatum | 01.03.2017 |
|---|---|
| Verlagsort | London |
| Sprache | englisch |
| Maße | 156 x 234 mm |
| Gewicht | 910 g |
| Themenwelt | Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb |
| Wirtschaft ► Volkswirtschaftslehre | |
| ISBN-10 | 1-138-16149-7 / 1138161497 |
| ISBN-13 | 978-1-138-16149-8 / 9781138161498 |
| Zustand | Neuware |
| Informationen gemäß Produktsicherheitsverordnung (GPSR) | |
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