Advertising Management
Format: Paperback
ISBN13: 9780135209172
Paperback|9780135209172
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Overview
The Fifth Edition provides a perfect blend of state-of-the-art theory with current management practice and has been updated, to include current research and readings.* NEW - features many new chapters as well as new material in existing chapters, including... * new chapter on Integrated Marketing Communication (Chapter 3) * new chapter on Global Advertising (Chapter 20) * new material on Brand Equity (Chapter 10) and Emotions and Advertising (Chapter 9) * expanded treatment of Advertising Production (Chapter 15) * more in-depth discussion of Media Data/Sources (Chapter 17) * more coverage of Copywriting * updated material on changes in the industry, media environment, copy testing services, client-agency relations. * includes Cases, Readings, Exercises and Discussion Questions. * complete coverage of goal setting framework, positioning and segmentation, message strategy, message tactics, media strategy and media tactics. * NEW - features new readings from sources like... * Fortune magazine * The Harvard Business Review * Adweek * NEW - integrates many more examples and applications throughout. * NEW - updates research throughout.
| ISBN-13 | 9780135209172 |
|---|---|
| ISBN-10 | 013520917X |
| Weight | 2.34 Pounds |
| Dimensions | 9.09 x 6.93 x 1.26 In |
| Edition | 5th Edition |
| Format | Paperback |
|---|---|
| Language | English |
| Pages | 754 pages |
| Publisher | |
| Published On | 1995-12-01 |
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