Advertising age handbook of advertising /

Advertising age handbook of advertising /

Writing in a friendly, engaging style, authors Herschell Gordon Lewis and Carol Nelson cover every facet of a modern advertising campaign with authority, including determining the objectives of your ad campaign; planning and strategizing your approach; Allocating the appropriate budget in order to g...

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Λεπτομέρειες βιβλιογραφικής εγγραφής
Κύριος συγγραφέας: Lewis, Herschell Gordon, 1926-2016 (συγγραφέας.)
Άλλοι συγγραφείς: Nelson, Carol, 1953- (συγγραφέας εισαγωγής.)
Μορφή: Ηλ. βιβλίο
Γλώσσα:English
Έκδοση: Lincolnwood : NTC Business Books, 1999.
Θέματα:
Διαφήμιση > Εγχειρίδια κλπ.
Ηλεκτρονικά βιβλία
Διαθέσιμο Online:http://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&AN=23959
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082 0 4 |a 659.1  |2 21 
100 1 |a Lewis, Herschell Gordon,  |d 1926-2016.  |9 174622  |e συγγραφέας. 
245 1 0 |a Advertising age handbook of advertising /  |c Herschell Gordon Lewis, Carol Nelson ; foreword by Rance Crain. 
260 |a Lincolnwood :  |b NTC Business Books,  |c 1999. 
300 |a 1 ηλεκτρονική πηγή (xi, 228 σ.) :  |b εικ. 
500 |a Includes index. 
505 0 0 |t Foreword /  |r Rance Crain --  |g 1.  |t The purpose of advertising --  |g 2.  |t Planning the communication --  |t Interview with Cliff Einstein --  |t Interview with C. Michael Palmer --  |g 3.  |t Budgeting --  |t Interview with Valentine Zammit --  |g 4.  |t Creative strategy --  |t Interview with A. Keith McCracken --  |g 5.  |t Media --  |g 6.  |t Production --  |t Interview with Tom Veazey --  |g 7.  |t Testing and research --  |g 8.  |t Evaluation: relating results to the message -- and to the objectives --  |g 9.  |t Poised at the edge of the springboard --  |t Interview with Charles D. Peebler, Jr. --  |g App. A.  |t Marketing to African Americans: new realities today, new visions for tomorrow /  |r by Stedman Graham --  |g App. B.  |t A classic agency approach to the question of compensation. 
520 |a Writing in a friendly, engaging style, authors Herschell Gordon Lewis and Carol Nelson cover every facet of a modern advertising campaign with authority, including determining the objectives of your ad campaign; planning and strategizing your approach; Allocating the appropriate budget in order to get the results you want; identifying your product's Unique Selling Proposition (USP); choosing the most efficient media (from the ever-increasing number of options, including print, television, online, and alternative media); testing an advertisement's potential effectiveness; and evaluating your campaign's results. 
650 4 |a Διαφήμιση  |v Εγχειρίδια κλπ.  |9 174623 
655 0 |a Ηλεκτρονικά βιβλία 
700 1 |a Nelson, Carol,  |d 1953-  |9 174624  |e συγγραφέας εισαγωγής. 
776 0 8 |i Έντυπη έκδοση:  |a Lewis, Herschell Gordon, 1926-  |t Advertising age handbook of advertising.  |d Lincolnwood, Ill. : NTC Business Books, 1999  |z 0844236705 
856 4 0 |u http://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&AN=23959 
942 |2 ddc  |c ERS 

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