The advertising handbook

• 作者: Brierley, Sean,
• 出版: London ;New York : Routledge 1995.
• 稽核項: 1 online resource (x, 293 pages) :illustrations.
• 叢書名: Media practice
• 標題: Advertising & Promotion. , Handbooks and manuals. , Advertising Handbooks, manuals, etc. , BUSINESS & ECONOMICS Advertising & Promotion. , Advertising , Electronic books. , Advertising. , BUSINESS & ECONOMICS
• ISBN: 0415107148 , 9780415107143
• ISBN: 0415107148 , 041510713X
• 試查全文@TNUA:
  
• 附註: Includes bibliographical references (pages 277-283) and index. Illustrations; Tables; Acknowledgements; Introduction; 1 Production to consumption; 2 Creating and segmenting markets; 3 "Discovering" consumers; 4 Advertising and the marketing mix; 5 Agency structures; 6 The advertiser- agency relationship; 7 Advertising and the media; 8 Media planning and buying; 9 Media research; 10 The principles of persuasion; 11 The content of persuasion; 12 Forms of persuasion; 13 Measuring effects; 14 Regulating advertisements; Postscript: Advertising in crisis; Workshop suggestions for individual and group work; Bibliography; Index.
• 摘要: This book unravels the how and why of advertising and places the industry in its social, political and historical context.
• 電子資源: https://dbs.tnua.edu.tw/login?url=https://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&AN=137295
• 系統號: 005322073
• 資料類型: 電子書
• 讀者標籤: 需登入
• 引用網址: 複製連結
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