Contemporary AdvertisingMcGraw-Hill/Irwin, 2004 - 617 Seiten Contemporary Advertising, 10/e, is one of the best-selling advertising texts in this field. Known as the " coffee table book" for Advertising, it is known for its current examples, the author's ability to pull from real-world experiences, and the clear writing style. Taking a comprehensive view of the industry, this text presents advertising from the creative stand-point and Arens draws from his own industry experience to lend life to the examples. Author Bill Arens continues to address the importance of Integrated Marketing Communications (IMC) in the field of Advertising and how it impacts advertising strategy through featured examples of IMC campaigns. |
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Seite 529
... programs . Unlike radio listeners , TV viewers are loyal to programs , not stations . Programs continue to run or are canceled depending on their ratings ( percentage of the population watching ) . Ratings also depend on the time of day a ...
... programs . Unlike radio listeners , TV viewers are loyal to programs , not stations . Programs continue to run or are canceled depending on their ratings ( percentage of the population watching ) . Ratings also depend on the time of day a ...
Seite 531
... programs with an average household rat- ing of 20 would yield 100 GRPs . Recall that GRPs are computed as follows ... programs are available at what cost . Analyze the various programs for efficiency . Negotiate price with station reps ...
... programs with an average household rat- ing of 20 would yield 100 GRPs . Recall that GRPs are computed as follows ... programs are available at what cost . Analyze the various programs for efficiency . Negotiate price with station reps ...
Seite 532
... programs in relation to the target audi- ence using the cost per rating point ( CPP ) and the cost per thousand ( CPM ) for each program : CPP = Cost Rating CPM = Cost Thousands of people For example , assume " CSI " has a rating of 25 ...
... programs in relation to the target audi- ence using the cost per rating point ( CPP ) and the cost per thousand ( CPM ) for each program : CPP = Cost Rating CPM = Cost Thousands of people For example , assume " CSI " has a rating of 25 ...
Inhalt
Part One Advertising Perspectives | 4 |
TopDown BottomUp | 8 |
Sim Sport Design | 9 |
Urheberrecht | |
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adver advertiser's Advertising Age advertising message Adweek Altoids American art director behavior brand broadcast budget buyers cable camera campaign Chapter clients color commercial company's competition concept consumer copy copywriter corporate cost Courtesy create creative customers develop direct mail direct marketing effective electronic ethical example Exhibit film global gross rating points groups headline important industry integrated marketing communications interactive Internet Kodak magazines manufacturers marketing and advertising marketing communications marketing mix MasterCard media planning medium million national advertisers NeoPets newspaper offer outdoor advertising package percent programs public relations purchase radio RAV4 relationship retail retrieved role Saatchi Saatchi & Saatchi sales promotion sponsor sponsorship strategy sumers target audience target market Taylor Guitar television tion tising trade users visual Wall Street Journal Worldwide