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...

Πλήρης περιγραφή

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
Πίνακας περιεχομένων:
  • Foreword / Rance Crain
  • 1. The purpose of advertising
  • 2. Planning the communication
  • Interview with Cliff Einstein
  • Interview with C. Michael Palmer
  • 3. Budgeting
  • Interview with Valentine Zammit
  • 4. Creative strategy
  • Interview with A. Keith McCracken
  • 5. Media
  • 6. Production
  • Interview with Tom Veazey
  • 7. Testing and research
  • 8. Evaluation: relating results to the message
  • and to the objectives
  • 9. Poised at the edge of the springboard
  • Interview with Charles D. Peebler, Jr.
  • App. A. Marketing to African Americans: new realities today, new visions for tomorrow / by Stedman Graham
  • App. B. A classic agency approach to the question of compensation.

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