Daniel Yadin,
Frank Jefkins
Advertising
Paperback Engels 2000 4e druk 9780273634355Levertijd ongeveer 9 werkdagen
Gratis verzonden
Samenvatting
This best-selling book looks at the structure and organisation of the industry, how campaigns are constructed and costed, the various methods of promotion, above-the-line and below-the-line costs, legal and ethical issues, market research and much, much more. The new edition has been fully updated and contains updated material on advertising departments, TV franchises, corporate video and satellite broadcasting. Case studies are used to bring the subject into the real world.
Specificaties
ISBN13:9780273634355
Taal:Engels
Bindwijze:Paperback
Aantal pagina's:416
Uitgever:Pearson Education
Druk:4
Hoofdrubriek:Reclame en verkoop, Reclame en verkoop
Serie:Frameworks Series
Lezersrecensies
Wees de eerste die een lezersrecensie schrijft!
Inhoudsopgave
1. Advertising and the marketing function
2. Types of advertising
3. The advertising agency
4. Advertising media: above-the-line
5. Advertising media: below-the-line
6. Sales promotion
7. Sponsorship
8. Direct mail
9. Direct response marketing
10. Exhibitions
11. Copywriting
12. Layout and typography
13. Printing processes
14. Public relations
15. Advertising on the Internet
16. Corporate advertising
17. Advertising research
18. Law and ethics of advertising
19. Planning and executing an advertising campaign Appendices
Addresses
Further reading
Index
2. Types of advertising
3. The advertising agency
4. Advertising media: above-the-line
5. Advertising media: below-the-line
6. Sales promotion
7. Sponsorship
8. Direct mail
9. Direct response marketing
10. Exhibitions
11. Copywriting
12. Layout and typography
13. Printing processes
14. Public relations
15. Advertising on the Internet
16. Corporate advertising
17. Advertising research
18. Law and ethics of advertising
19. Planning and executing an advertising campaign Appendices
Addresses
Further reading
Index
Rubrieken
- advisering
- algemeen management
- coaching en trainen
- communicatie en media
- economie
- financieel management
- inkoop en logistiek
- internet en social media
- it-management / ict
- juridisch
- leiderschap
- marketing
- mens en maatschappij
- non-profit
- ondernemen
- organisatiekunde
- personal finance
- personeelsmanagement
- persoonlijke effectiviteit
- projectmanagement
- psychologie
- reclame en verkoop
- strategisch management
- verandermanagement
- werk en loopbaan