Advertising /

• Main Author: Runyon, Kenneth E.
• Format: Book
• Language: English
• Published: Columbus : Merrill, c1984.
• Edition: 2nd ed.
• Subjects: Advertising; Advertising agencies; Advertising media planning; Marketing; MARKETING PROCESS; Sales promotion; ΔΙΑΦΗΜΙΖΟΜΕΝΟΙ; Διαφήμιση; ΔΙΑΦΗΜΙΣΤΕΣ; Διαφημιστικά γραφεία; Καταναλωτές; Μέσα μαζικής ενημέρωσης; Προώθηση πωλήσεων; Πωλήσεις

Table of Contents:

• I. The setting
• II. Marketing analysis and the marketing mix
• III. Advertising
• IV. Advertising media - strategy and plans
• V. Sales promotion - strategies and plans
• VI. Special objectives - strategies and plans
• VII.V Special topics in advertising.