How to Advertise 3e - Roman, Kenneth

How to Advertise 3e

Kenneth Roman

Yayınevi: St. Martin

Yayın tarihi: 02/2005

ISBN: 9780312340216

Yazar : Jane Maas

İngilizce | 288 Sayfa | 13,46x20,57x2,03 cm.

Tür: Reklamcılık - Halkla İlişkiler

  • Temin Süresi 49 - 70 iş günü

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The classic guide to effective advertising--updated with new chapters on generating creative ideas, integrated communications, internet advertising, and the digital world, plus more than 200 fresh advertising examples and case histories.

A comprehensive tool for advertisers, agencies, and students, How to Advertise is a complete, practical guide to what works in advertising, what doesn't--and why.

The first section covers what to say and where to say it, including updated chapters on brands and strategies, research, campaigns, media strategies and tactics, and target marketing.

The second deals with getting the message out--in TV, magazines, newspapers, radio, outdoor, direct marketing, brochures, websites, sales pieces, promotion, and publicity.

There are guidelines for legal, regulatory, and public responsibility issues, plus a chapter on how to work with an agency, a glossary of more than 300 industry terms and definitions, and an appreciation of David Ogilvy and the purpose of advertising.

More than an advertising guide, How to Advertise shows how to build brands and businesses.

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