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- Part One: overview of Advertising and Promotion
- 1: What are Advertising and Promotion?
- 2: Perspectives on Advertising
- 3: Advertising across Cultural Borders
- Part Two: Planning Considerations
- 4: What it Takes for Successful Advertising and Promotion
- 5: The Strategic Planning Process
- Part Three: Developing the Strategic Plan
- 6: Selecting the Target Audience
- 7: Understanding Target Audience Decision Making
- 8: Determining the Best Positioning
- 9: Developing a Communication Strategy
- 10: Media Strategy
- 11: Digital Media
- Part Four: Making it Work
- 12: Processing the Message
- 13: Creative Tactics
- 14: Creative Execution
- Part Five: Integrating Advertising and Promotion
- 15: Sales Promotion and Broader Communication Mix
- 16: Campaign Strategy
| Erscheinungsjahr: | 2021 |
|---|---|
| Fachbereich: | Werbung & Marketing |
| Genre: | Importe, Wirtschaft |
| Rubrik: | Recht & Wirtschaft |
| Medium: | Taschenbuch |
| Inhalt: | Kartoniert / Broschiert |
| ISBN-13: | 9780198835615 |
| ISBN-10: | 0198835612 |
| Sprache: | Englisch |
| Einband: | Kartoniert / Broschiert |
| Autor: |
Percy, Larry
Rosenbaum-Elliott, Richard |
| Hersteller: | Oxford University Press |
| Verantwortliche Person für die EU: | Deutsche Bibelgesellschaft, Postfach:81 03 40, D-70567 Stuttgart, vertrieb@dbg.de |
| Maße: | 243 x 189 x 23 mm |
| Von/Mit: | Larry Percy (u. a.) |
| Erscheinungsdatum: | 16.02.2021 |
| Gewicht: | 0,958 kg |
- Part One: overview of Advertising and Promotion
- 1: What are Advertising and Promotion?
- 2: Perspectives on Advertising
- 3: Advertising across Cultural Borders
- Part Two: Planning Considerations
- 4: What it Takes for Successful Advertising and Promotion
- 5: The Strategic Planning Process
- Part Three: Developing the Strategic Plan
- 6: Selecting the Target Audience
- 7: Understanding Target Audience Decision Making
- 8: Determining the Best Positioning
- 9: Developing a Communication Strategy
- 10: Media Strategy
- 11: Digital Media
- Part Four: Making it Work
- 12: Processing the Message
- 13: Creative Tactics
- 14: Creative Execution
- Part Five: Integrating Advertising and Promotion
- 15: Sales Promotion and Broader Communication Mix
- 16: Campaign Strategy
| Erscheinungsjahr: | 2021 |
|---|---|
| Fachbereich: | Werbung & Marketing |
| Genre: | Importe, Wirtschaft |
| Rubrik: | Recht & Wirtschaft |
| Medium: | Taschenbuch |
| Inhalt: | Kartoniert / Broschiert |
| ISBN-13: | 9780198835615 |
| ISBN-10: | 0198835612 |
| Sprache: | Englisch |
| Einband: | Kartoniert / Broschiert |
| Autor: |
Percy, Larry
Rosenbaum-Elliott, Richard |
| Hersteller: | Oxford University Press |
| Verantwortliche Person für die EU: | Deutsche Bibelgesellschaft, Postfach:81 03 40, D-70567 Stuttgart, vertrieb@dbg.de |
| Maße: | 243 x 189 x 23 mm |
| Von/Mit: | Larry Percy (u. a.) |
| Erscheinungsdatum: | 16.02.2021 |
| Gewicht: | 0,958 kg |
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