عنوان
پدید آورنده
موضوع
رده
HF5821 .L35 2005
HF5821
.
L35
2005
کتابخانه
محل استقرار
INTERNATIONAL STANDARD BOOK NUMBER
(Number (ISBN
0789022990 (hard : alk. paper)
(Number (ISBN
0789023008 (soft : alk. paper)
(Number (ISBN
9780789022998 (hard : alk. paper)
(Number (ISBN
9780789023001 (soft : alk. paper)
NATIONAL BIBLIOGRAPHY NUMBER
Number
dltt
TITLE AND STATEMENT OF RESPONSIBILITY
Title Proper
Principles of advertising :
General Material Designation
[Book]
Other Title Information
a global perspective /
First Statement of Responsibility
Monle Lee, Carla Johnson
EDITION STATEMENT
Edition Statement
2nd ed
.PUBLICATION, DISTRIBUTION, ETC
Place of Publication, Distribution, etc.
New York :
Name of Publisher, Distributor, etc.
Haworth Press,
Date of Publication, Distribution, etc.
c2005
PHYSICAL DESCRIPTION
Specific Material Designation and Extent of Item
xxi, 427 p. :
Other Physical Details
ill. ;
Dimensions
22 cm
INTERNAL BIBLIOGRAPHIES/INDEXES NOTE
Text of Note
Includes bibliographical references (p. 383-400) and index
CONTENTS NOTE
Text of Note
1. Introduction to advertising -- 2. The advertising environment: economy -- 3. Legal and political forces and advertising -- 4. The advertising business and advertising -- 5. Market segmentation, target marketing -- 6. Buyer behavior and advertising -- 7. Marketing and advertising research -- 8. The marketing and advertising planning -- 9. The creative aspect of advertising -- 10. Advertising production -- 11. Advertising media planning and selection -- 12. Print media -- 13. Broadcast media -- 14. Internet advertising -- 15. Alternative advertising media -- 16. Direct marketing/direct response -- 17. Sales promotion -- 18. Public relations, publicity, and corporate advertising
0
SUMMARY OR ABSTRACT
Text of Note
"Principles of Advertising: A Global Perspective, Second Edition, updates the classic first edition of this exceptional classroom resource. Ideal for use as an introductory textbook, the book presents an integrated marketing approach that is essential for keeping up with the changing world of contemporary advertising and reflects and authors' expertise not just in advertising, but also in the larger field of integrated marketing communications. The new edition of the book examines the environment in the advertising industry following the terrorist attacks on Sept. 11, 2001, including market segmentation, target marketing, product positioning, buyer behavior, legal and political concerns, the creative aspects of advertising, and much more."--BOOK JACKET
TOPICAL NAME USED AS SUBJECT
Advertising
LIBRARY OF CONGRESS CLASSIFICATION
Class number
HF5821
Book number
.
L35
2005
PERSONAL NAME - PRIMARY RESPONSIBILITY
Lee, Monle
PERSONAL NAME - ALTERNATIVE RESPONSIBILITY
Johnson, Carla,1944-
ORIGINATING SOURCE
Date of Transaction
20121024084151.0
ELECTRONIC LOCATION AND ACCESS
Electronic name
مطالعه متن کتاب [Book]
Y
