Contemporary advertising /
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| Autore principale: | |
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| Natura: | Libro |
| Pubblicazione: |
Boston :
McGraw-Hill Irwin,
c2002.
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| Edizione: | 8th ed. |
| Serie: | The McGraw-Hill/Irwin series in marketing
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| Soggetti: | |
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Sommario:
- Advertising perspectives The dimensions of advertising The economic, social, and regulatory aspects of advertising The scope of advertising: from local to global Crafting marketing and advertising strategies Marketing and consumer behavior: the foundations of advertising Market segmentation and the marketing mix: determinants of advertising strategy Research: gathering information for advertising planning Marketing and advertising planning: top-down, bottom-up, and IMC Planning media strategy: finding links to the market Integrating advertising with other elements of the communications mix Relationship building: direct marketing, personal selling, and sales promotion Relationship building: public relations, sponsorship, and corporate advertising Creating advertisements and commercials Creative strategy and the creative process Creative execution: art and copy Producing ads for print, electronic, and digital media Using advertising media Using print media Using electronic media: television and radio Using digital interactive media and direct mail Using out-of-home, exhibitive, and supplementary media