Advertising - Brossura

White, Roderick

Brossura

ISBN 10: 0077094581 ISBN 13: 9780077094584

Casa editrice: McGraw-Hill Education / Europe, Middle East & Africa, 1999

Riassunto

A revised edition of a comprehensive, practical and contemporary introduction to the core concepts and practice of advertising. The new edition has been substantially rewritten to reflect the impact of new media and research methods, and the new emphasis on integrated communications and international branding. The text includes coverage of ad agency functions, how to assess the effectiveness of advertising, and how to create a successful ad campaign - all illustrated with numerous recent case histories and examples of current advertising material.

Su questo libro

Contenuti

1. Introduction 2. The Agency World 3. Managing the Client-Agency Relationship 4. How Advertising Works 5. Planning Advertisements - the Strategy 6. Planning the Advertising - Creative Briefing 7. Creating the Ads. 8. Evaluating Advertisements 9. The Media-where should we put our ads and why? 10. Television 11. The Press 12. Secondary Media 13. Response and Interactive Advertising 14. Planning the Campaign 15. Advertising and the Law 16. Advertising and Economics. 17. Advertising and Society 18. Global, Glocal, Local? 19. The Future Glossary/Further sources of Information/Index

Dettagli dell'edizione

• Editore: McGraw-Hill Education / Europe, Middle East & Africa
• Data di pubblicazione: 1999
• Lingua: Inglese
• ISBN 10: 0077094581
• ISBN 13: 9780077094584
• Rilegatura: Copertina flessibile
• Numero edizione: 4
• Numero di pagine: 320
• Contatto del produttore: non disponibile
• Persona responsabile: Ufficio Anagrafiche Messaggerie; 0039 0245774342; ufficio.anagrafiche@meli.it; ; Via Verdi, 8.; Assago Milano; 20090; Italia