ISBN 13 : 978-0-13-500938-3

Sommaire : Contents

Part One: A passion for the business
Chapter One: Introduction to Advertising
Chapter Two: Advertising's Role in Marketing
Chapter Three: Advertising and Society


Part Two: Principle : Strategy is creative, too
Chapter Four: How Advertising Works
Chapter Five: The Consumer Audience
Chapter Six: Strategic Research
Chapter Seven: Strategic Planning


Part Three: Practice : where are media heading ?
Chapter Eight: Media basics and print media
Chapter Nine: Broadcast Media
Chapter Ten: Internet and nontraditional media
Chapter Eleven: Media Planning and Buying

Part Four: Principles : Creativity and breakthrough advertising
Chapter Twelve: The Creative Side and Message Strategy
Chapter Thirteen: Copywriting
Chapter Fourteen: Design and Production


Part Five: Principles : how to win the battle of the buzz
Chapter Fifteen: Direct Response marketing
Chapter Sixteen: Sales Promotion, Events, and Sponsorships
Chapter Seventeen: Public Relations
Chapter Eighteen: Special Advertising campaigns
Chapter Nineteen: Evaluation of Effectiveness

Langue : Anglais

Edition : 8ème

Lieu d'édition : CAMBRIDGE

Illustration(s) : Graphique(s) ; Tableau(x) ; Photographie(s)

Localisation : Bibliothèque Campus de Nice

Support : Papier

Etat : Présent

Propriétaire : Bibliothèque