Título : | Advertising: principles and practice |
Tipo de documento: | texto impreso |
Autores: | William Wells, Autor ; John Burnett, Autor ; Sandra Moriarty, Autor |
Mención de edición: | 1a ed |
Editorial: | New Jersey : Prentice Hall, |
Fecha de publicación: | 1989 |
Materias: |
0452 - ADVERTISING MANAGEMENT
|
Número de páginas: | 614 p. |
Il.: | il. |
Dimensiones: | 28 cm |
ISBN/ISSN/DL: | 978-0-13-014465-2 |
Precio: | US$. 10,00 |
Palabras clave: | Mercadeo - Publicidad
|
Clasificación: | 659.1 |
Resumen: | Contents: 1. introduction to advertising. 2. the advertising enviroment: ethics and regulation. 3. advertising and the marketing process. 4. advertising agencies. 5. the consumer audience. 6. strate, gic research. 7. strategy and planning. 8. how advertising works. 9. media strategy and planning. 10. broadcast media. 11. print and other media. 12. media buying. 13. the creative process. 14. creating print advretising. 15. creating broadcast aadvertising. 16. creating direct- response advertising. 17. creating yellow pages and out- of- home advertising... |
Link: | http://dspace.casagrande.edu.ec/opac_css/index.php?lvl=notice_display&id=3493 |