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. |
Im Buch
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Seite 283
... effective and require less frequency.29 Good media planning is both an art and a science . The media planner must get the most effective exposure on a limited budget . As Exhibit 9-10 shows , the objectives of reach , frequency , and ...
... effective and require less frequency.29 Good media planning is both an art and a science . The media planner must get the most effective exposure on a limited budget . As Exhibit 9-10 shows , the objectives of reach , frequency , and ...
Seite 284
... effective reach and frequency are now hotly debated , virtually all agencies still use them . Cannon and Riordan point out that conven- tional media planning is based on media vehicle exposure ( the number of people in a medium's ...
... effective reach and frequency are now hotly debated , virtually all agencies still use them . Cannon and Riordan point out that conven- tional media planning is based on media vehicle exposure ( the number of people in a medium's ...
Seite 324
... effective . Unfortunately , it has serious drawbacks , which lead to furious battles in marketing circles between proponents of sales promotion and proponents of advertising . Each approach has an important role to play , but ...
... effective . Unfortunately , it has serious drawbacks , which lead to furious battles in marketing circles between proponents of sales promotion and proponents of advertising . Each approach has an important role to play , but ...
Inhalt
Part One Advertising Perspectives | 4 |
TopDown BottomUp | 8 |
Sim Sport Design | 9 |
Urheberrecht | |
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