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Купить Kleppner's Advertising Procedure, 15th Edition

Kleppner's Advertising Procedure, 15th Edition

220 грн
Старая цена: 440 грн
Экономия: 220 грн
Доступно: 1
220 грн
Старая цена: 440 грн
Экономия: 220 грн
Доступно: 1


Описание
This classic book introduces advertising as both an art and science while providing readers with a broad discussion of advertising issues and functions. Covering the entire field of advertising with special emphasis in IMC and new technologies, the book places advertising within a contemporary, integrated marketing framework to demonstrate how advertising must be coordinated with all other aspects of marketing communications. Chapter topics look at the background of today's advertising; roles of advertising; target marketing; the advertiser's marketing/advertising operation; basic media strategy; using television, radio, newspapers, and magazines; out-of-home advertising; direct-response and internet advertising; sales promotion; research in advertising; creating the copy; the total concept: words & visuals; print production; the television commercial; the radio commercial; trademarks and packaging; the complete campaign; retail advertising; international advertising; legal and other restraints on advertising; and economics and social effects of advertising. For individuals interested in the fields of advertising, communications, journalism, and marketing.

The publisher, Prentice Hall Business Publishing

Completely revised -- this classic introduction to advertising as both an art and science provides a broad overview of advertising issues and functions. It places the advertising function within a contemporary, integrated marketing framework -- showing how the advertising function must be coordinated with all other aspects of marketing communications within the matrix of the total business function. Students explore not only the history, purpose, and role of advertising in our multi-faceted economy, but learn the specific techniques for planning media use, following the creative process, and planning campaigns. --This text refers to an out of print or unavailable edition of this title.

Kleppner's Advertising Procedure, 15th Edition

Купить Kleppner's Advertising Procedure, 15th Edition
Артикул : 5216
Издательство : Prentice Hall
Автор : Russell, Lane
ISBN13 : 978-0-13032-877-9
EAN13 : 9780130328779
Страниц : 697
Год издания : 2002

Описание
This classic book introduces advertising as both an art and science while providing readers with a broad discussion of advertising issues and functions. Covering the entire field of advertising with special emphasis in IMC and new technologies, the book places advertising within a contemporary, integrated marketing framework to demonstrate how advertising must be coordinated with all other aspects of marketing communications. Chapter topics look at the background of today's advertising; roles of advertising; target marketing; the advertiser's marketing/advertising operation; basic media strategy; using television, radio, newspapers, and magazines; out-of-home advertising; direct-response and internet advertising; sales promotion; research in advertising; creating the copy; the total concept: words & visuals; print production; the television commercial; the radio commercial; trademarks and packaging; the complete campaign; retail advertising; international advertising; legal and other restraints on advertising; and economics and social effects of advertising. For individuals interested in the fields of advertising, communications, journalism, and marketing.

The publisher, Prentice Hall Business Publishing

Completely revised -- this classic introduction to advertising as both an art and science provides a broad overview of advertising issues and functions. It places the advertising function within a contemporary, integrated marketing framework -- showing how the advertising function must be coordinated with all other aspects of marketing communications within the matrix of the total business function. Students explore not only the history, purpose, and role of advertising in our multi-faceted economy, but learn the specific techniques for planning media use, following the creative process, and planning campaigns. --This text refers to an out of print or unavailable edition of this title.

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Параметры

Артикул : 5216
Издательство : Prentice Hall
Автор : Russell, Lane
ISBN13 : 978-0-13032-877-9
EAN13 : 9780130328779
Страниц : 697
Год издания : 2002
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