Contemporary AdvertisingIrwin /McGraw-Hill, 2002 - 614 Seiten Presenting advertising from a creative stand-point and using real-world examples, this text addresses the world of contemporary advertising. The text emphasizes the importance of Integrated Marketing Communications and how it impacts advertising strategy. |
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Inhalt
ALTOIDS | 2 |
TopDown BottomUp | 7 |
What Makes Advertising Unique | 9 |
Urheberrecht | |
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A. C. Nielsen activities adver advertiser's Advertising Age Advertising Agencies advertising message Adweek American AT&T Better Business Bureaus brand budget buyers called Calvin Klein campaign Chapter clients commercial companies company's competition concept consumer behavior cost countries create creative customers dealers deceptive decision develop direct marketing discuss economic effective ethical example Exhibit focus global groups heartworm important industry integrated marketing communications Internet issues Levi's magazines manufacturers market segmentation marketing and advertising marketing communications marketing mix Martin Agency media planning medium million motives national advertisers needs newspapers offer organizations package percent personal selling Procter & Gamble programs prospective public relations puffery purchase radio relationship response retail role sales promotion social spend sponsor Starbucks sumers target market telephone tion tising trade typically users vertising Worldwide