Vor Ort
Merkzettel Warenkorb
  • Produktbild: The Advertising Business
  • Produktbild: The Advertising Business

The Advertising Business Operations, Creativity, Media Planning, Integrated Communications

248,99 €

inkl. gesetzl. MwSt., Versandkostenfrei

Beschreibung

Produktdetails

Einband

Taschenbuch

Erscheinungsdatum

10.02.1999

Verlag

SAGE Publications, Inc

Seitenzahl

562

Maße (L/B/H)

22,9/15,2/3 cm

Gewicht

803 g

Sprache

Englisch

ISBN

978-0-7619-1239-2

Beschreibung

Produktdetails

Einband

Taschenbuch

Erscheinungsdatum

10.02.1999

Verlag

SAGE Publications, Inc

Seitenzahl

562

Maße (L/B/H)

22,9/15,2/3 cm

Gewicht

803 g

Sprache

Englisch

ISBN

978-0-7619-1239-2

Noch keine Bewertungen vorhanden

Verfassen Sie die erste Bewertung zu diesem Artikel

Helfen Sie anderen Kundinnen und Kunden durch Ihre Meinung.

Kundinnen und Kunden meinen

Bewertungen (0)
  • Produktbild: The Advertising Business
  • Produktbild: The Advertising Business
  • Introduction - John Philip Jones
    The Advertising Business
    PART ONE: HOW AGENCIES OPERATE
    Agency Management - Eric Mower
    Some Secrets
    The Account Executive in an Advertising Agency - Jay Quinn
    Account Planning - Nicholas Staveley
    A British Perspective
    Account Planning - Damian O¿Malley
    An American Perspective
    The Advertising Creative Process - Jeremy Bullmore
    The Art Director - John L Sellers
    Budgeting for Advertising and the Advertising-Intensiveness Curve - John Philip Jones
    Advertising Media - Carla V Lloyd
    A Changing Marketplace
    The Media Buyer in the Advertising Agency - Debra L Merskin
    Advertising Agency Compensation Systems - Rana S Said
    New Business Activity - Randall Rothenberg
    Account Reviews
    The Culture of an Advertising Agency - John Philip Jones
    PART TWO: CREATIVE ASPECTS
    Strategy in Advertising - John Philip Jones
    Television Advertising - Herbert E Krugman
    Learning without Involvement
    Humor in Television Advertising - Jeremy Bullmore
    A Practitioner¿s View
    Humor in Television Advertising - Paula Pierce
    A Researcher¿s View
    Celebrities in Advertising - Abhilasha Mehta
    Emotion and Advertising - Esther Thorson
    Hierarchies of Effect - John Philip Jones
    Advertising Theories
    Cognitive Dissonance and Selective Perception - Carri Brown, Betzi-Lynn Hanc and Nujchayada Pangsapa
    Their Relevance to Advertising
    The Creative Characteristics of Successful Television Advertising - John Philip Jones
    Comparative Advertising - Jan S Slater
    The Unique Selling Proposition and Usage-Pull - John Philip Jones
    Truth and Weasels - David Ogilvy
    Television Production Costs - Jan S Slater
    PART THREE: MEDIA ASPECTS
    Media-Medium-Mediorum - Stephen P Phelps
    Media Definitions
    Television Advertising - Erwin Ephron
    Continuity Scheduling (Advertising without Gaps)
    What Does Effective Frequency Mean Today? - John Philip Jones
    Barter Syndication - Brian Philip Webster
    Cable Television - Jeremiah L Rosen, Laura A York and Aileen (Shih-I) Ku
    PART FOUR: SALES PROMOTIONS AND SPECIALIST MEDIA
    Trends in Promotions - John Philip Jones
    Integrated Marketing Communications and How It Relates to Traditional Media Advertising - Don E Schultz
    Integrated Marketing Communications in Practice - John Deighton
    A Roadmap to On-line Marketing Strategy - Rex Briggs
    Direct Marketing - Sidney C Liebenson
    Direct-Response Advertising - Emily Soell
    Creative Principles
    Promotions and Advertising - John Philip Jones
    Comparison of Effectiveness
    Specialty Advertising - William H Bolen
    Event Marketing - Shirley F Taylor and Peggy H Cunningham
    Sports Advertising and the Super Bowl - Rick Burton
    Business-to-Business Advertising - Beth E Barnes
    Product Packaging - Jan S Slater
    The Silent Salesman
    Public Relations and Advertising - Ian R Bruce
    PART FIVE: LEGISLATION AND ETHICS
    The Supreme Court of the United States and the First Amendment Protection of Advertising - Jay B Wright
    Ethics of Advertising - Peggy H Cunningham
    Oxymoron or Good Business Practice?