عنوان

Advertising age :

شابک

1111528756

شابک

9781111528751

شماره

dltt

عنوان اصلي

Advertising age :

نام عام مواد

[Book]

ساير اطلاعات عنواني

the principles of advertising and marketing communication at work /

نام نخستين پديدآور

Esther Thorson, Margaret Duffy

وضعيت ويراست

1st ed

محل نشرو پخش و غیره

Mason, OH :

نام ناشر، پخش کننده و غيره

South-Western Cengage Learning,

تاریخ نشرو بخش و غیره

2012

نام خاص و کميت اثر

xvi, 176 p. :

ساير جزييات

ill. ;

ابعاد

28 cm

متن يادداشت

What is advertising and what new forms is it taking -- Business structures in the advertising industry -- Important times in advertising history -- Ethical and regulatory contexts of advertising -- Theory about how advertising works -- Segmentation, brand positioning, and defining the brand value proposition -- Research: the magic ingredient in effective advertising -- Advertising and promotion management and planning -- Advertising planning: an international perspective -- The creative strategy of advertising messages -- Telling a story that showcases the creative strategy: creative advertising executions -- Creative copywriting -- Creative design and visuals -- Media planning -- Media planning for traditional advertising media -- Media planning for the internet and other digital media -- Promotions and their relationship to advertising -- Public relations and advertising -- Integrated marketing communication -- Advertising's future

بدون عنوان

0

متن يادداشت

The emphasis of this textbook for introductory courses is on applying research and theory to practice. Examples and outside references make the book accessible and easy to understand while rigorous in its investigation of communication practices. [From publisher description.]

موضوع مستند نشده

Advertising-- United States

مستند نام اشخاص تاييد نشده

Thorson, Esther

مستند نام اشخاص تاييد نشده

Duffy, Margaret

تاريخ عمليات

20130315125640.0

نام الکترونيکي

نوع ماده

[Book]

تكميل شده

Y