Advertising
International Edition
(Sprache: Englisch)
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Produktdetails
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Inhaltsverzeichnis zu „Advertising “
Part One: Foundations Chapter One: Introduction to Advertising Chapter Two: Advertising's Role in Marketing Chapter Three: Advertising and Society Part Two: Planning and Strategy Chapter Four: How Advertising Works Chapter Five: The Consumer Audience Chapter Six: Strategic Research Chapter Seven: Strategic Planning Part Three: Effective Advertising Media Chapter Eight: Print and Out-of-Home Media Chapter Nine: Broadcast Media Chapter Ten: Interactive and Alternative Media Chapter Eleven: Media Planning and Buying Part Four: Effective Advertising Messages Chapter Twelve: The Creative Side and Message Strategy Chapter Thirteen: Copywriting Chapter Fourteen: Design and Production Part Five: Integration and Evaluation Chapter Fifteen: Direct Response Chapter Sixteen: Sales Promotion, Events, and Sponsorships Chapter Seventeen: Public Relations Chapter Eighteen: Special Advertising Situations Chapter Nineteen: Evaluation of Effectiveness
Bibliographische Angaben
- Autor: Sandra E. Moriarty
- 2009, 8th Ed., 688 Seiten, mit farbigen Abbildungen, Maße: 21,5 x 27,7 cm, Kartoniert (TB), Englisch
- Verlag: PEARSON EDUCATION
- ISBN-10: 0135009383
- ISBN-13: 9780135009383
Sprache:
Englisch
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