附註:Previous edition: 1998.
Includes bibliographical references (page 195 and index.
Introduction; Chapter 1 What Advertising Can Do and How it Operates; WHY ADVERTISING?; ITS PLACE IN THE MARKETING MIX; WHAT ADVERTISING CAN DO; WHAT ADVERTISING CAN'T DO; CATEGORIES OF ADVERTISING; HOW ADVERTISING WORKS; THE PARTIES TO ADVERTISING; THE MEDIA PARTNERS; Chapter 2 Setting Objectives and Developing a Strategy; ALWAYS SET AN OBJECTIVE; MARKETING VERSUS COMMUNICATIONS; TIMESCALE; TYPES OF OBJECTIVE; THE BRIEF; THE NEXT STEP -- A STRATEGY; A STRATEGY KIT; Chapter 3 How to Select your Target; GET THE TARGET RIGHT; WHO IS THE TARGET?; AUDIENCE DEFINITION.
摘要:A comprehensive handbook that takes the reader step-by-step through the planning and implementation of a successful advertising campaign. How to Produce Successful Advertising discusses every stage of the advertising process and this fully updated third edition also includes extensive coverage of advertising on the Internet.
