How to advertise
what works, what doesn´t - and why
- ISBN: 9780749438494
- Editorial: Kogan Page Ltd.
- Fecha de la edición: 2003
- Lugar de la edición: London. Reino Unido
- Edición número: 3rd ed
- Encuadernación: Cartoné
- Medidas: 25 cm
- Nº Pág.: 218
- Idiomas: Inglés
Papel: Cartoné
40,94 €
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In its third edition, this comprehensive guide to advertising includes additional chapters on the Internet and interactive media, relationship marketing, integrated communications, creativity and ideas, as well as new examples throughout. Drawing on their own experience, the authors cover: what to say and where - creative ideas, brands and strategies, consumer research, media strategies and tactics; getting the message out - principles for effective TV, magazines, radio, Internet, brochures and promotions; and tying it all together - integrated communiations, global campaigns, target marketing, working with an agency, truth and ethics.
