The practice of advertising:
Gespeichert in:
| Format: | Buch |
|---|---|
| Sprache: | English |
| Veröffentlicht: |
London
Heinemann
1990
|
| Ausgabe: | 3. ed. |
| Schriftenreihe: | The marketing series
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XVIII, 258 S. graph. Darst. |
| ISBN: | 0434907960 |
Internformat
MARC
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| 245 | 1 | 0 | |a The practice of advertising |c ed. by Norman A. Hart |
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Datensatz im Suchindex
| _version_ | 1804118490042335232 |
|---|---|
| adam_text | Contents
Preface to Third edition viii
Biographical notes ix
Introduction xv
Ann Burdus
Advertising defined, social consequences, relation to
national economy, future of advertising
1 Marketing and the function of advertising within it 1
Geoff Smith
The marketing concept, the marketing mix, the marketing
environment, the marketing plan, the development of
modern marketing, self regulation, the retail scene, market
segmentation, the changing media scene, the changing
agency scene, bibliography
2 The advertiser 20
Kenneth Miles
Origins of the advertiser, birth of the advertising specialist,
the organization of the advertiser, brand management,
advertising internationally, the advertising budget and the
operational plan, advertiser/agency relationship, the
marketing approach, responsibility of the advertiser,
bibliography
3 The advertising agency 39
johnjosling
Origin of the advertising agency, changing character of the
advertising agency, structure of an agency account
handling, creative, planning, media, production, TV client/
agency relations, how the agency works, new business,
future trends, training, bibliography
vj Contents 4 Media 58
Mike de Vere
Size classification, press, regionals, dailies, weeklies, free
newspapers, magazines, economics of publishing, direct
mail, TV, posters, radio, cinema, media owners, market
research, media research, merchandising, production,
editorial, sponsorship, the future, bibliography
5 Sales promotion in marketing 94
Peter Simmons
Definition, growth of the industry, setting objectives,
briefing, budgets, employee promotions, trade promotions,
consumer promotions, types of sales promotion, research,
creativity, management, bibliography
6 Creativity 104
Maurice Drake
The creative strategy, creating the advertising, creating for
the media, think creative, bibliography
7 Production processes 113
Roy Topp
Press and print production, film and TV production,
bibliography
8 Consumer research 126
Mark Lovell
Scope, qualitative research, quantitative research, briefing,
sampling, interview methods, data processing, bibliography
9 Media research 141
Alan Copage
Circulation, readership, JICNARS, television, TGI, BARB,
outdoor advertising, Oscar, cinema, radio, JICRAR,
bibliography
10 Media planning 160
Daz Valladares and John Standish
Strategic decision, objectives, target audience, coverage,
frequency, impact, inter media comparison, media research,
buying, evaluation, industrial media planning, bibliography
Contents vii
11 Rules and advertising legal and self regulatory systems 173
Peter Thomson
Introduction, law and self discipline in Britain and abroad,
the beginnings of the present system, the mechanics of self
regulation, some legal restraints on advertising, bibliography
12 International advertising 187
David Hanger
Definitions, international, global, multinational markets,
advertising in practice, creative, audience, media,
opportunities, budgets, research, the future
13 Training for a career in advertising 197
Vivienne Kriefman
Working for an advertiser, working in an advertising agency,
media, research, other services, education, CAM Certificate,
CAM Diploma, Chartered Institute of Marketing,
bibliography
Appendix: Trade and professional bodies 210
Glossary 218
Derek Lovell
Index 254
|
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| isbn | 0434907960 |
| language | English |
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| physical | XVIII, 258 S. graph. Darst. |
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| series2 | The marketing series |
| spelling | The practice of advertising ed. by Norman A. Hart 3. ed. London Heinemann 1990 XVIII, 258 S. graph. Darst. txt rdacontent n rdamedia nc rdacarrier The marketing series Advertising Praxis (DE-588)4047068-4 gnd rswk-swf Werbung (DE-588)4065541-6 gnd rswk-swf 1\p (DE-588)4143413-4 Aufsatzsammlung gnd-content Werbung (DE-588)4065541-6 s Praxis (DE-588)4047068-4 s 2\p DE-604 Hart, Norman A. Sonstige oth HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=002673502&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis 1\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk 2\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk |
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| title | The practice of advertising |
| title_auth | The practice of advertising |
| title_exact_search | The practice of advertising |
| title_full | The practice of advertising ed. by Norman A. Hart |
| title_fullStr | The practice of advertising ed. by Norman A. Hart |
| title_full_unstemmed | The practice of advertising ed. by Norman A. Hart |
| title_short | The practice of advertising |
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| topic_facet | Advertising Praxis Werbung Aufsatzsammlung |
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