Verfügbarkeit: The practice of advertising

The practice of advertising:

Gespeichert in:

Bibliographische Detailangaben
Format:	Buch
Sprache:	English
Veröffentlicht:	Amsterdam [u.a.] Elsevier 2005
Ausgabe:	5. ed.
Schriftenreihe:	Marketing
Schlagworte:	Publicité Werbung Aufsatzsammlung
Online-Zugang:	Inhaltsverzeichnis
Beschreibung:	XXIII, 367 S. graph. Darst.
ISBN:	0750661739

Internformat

MARC


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adam_text	THEPRACTICEOFADVERTISING EDITED BY ADRIANR.MACKAY FIFTHEDITION ELSEVIER BUTTERWORTH HEINEMANN AMSTERDAM. BOSTON. HEIDELBERG. LONDON. NEW YORK * OXFORD PARIS * SAN DIEGO * SAN FRANCISCO * SINGAPORE. SYDNEY * TOKYO CONTENTS ---- - - ------------ LISTOFCONTRIBUTORS XVII PREFACE XXIV 1 MARKETING - ANDTHEPLACE OFADVERTISING WITHIN IT ADRIAN R.MACKAY LEARNING OUTCOMES 1 I.L WHAT DOESMARKETING MEAN? 1 1.2 THEMARKETING CONCEPT 3 1.2.1 SOCIAL MARKETING ANDTHECONCEPT OFVALUE- AWIDER VIEWOFMARKETING 4 1.3 THEMARKETING PROCESS 4 1.4 THECHANGING MARKETING ENVIRONMENT 4 L.4.1 INFLUENCING CONSUMER BEHAVIOUR 7 1.5 CUSTOMERS ANDTHEIRBEHAVIOUR 7 1.6 THENEEDFORMARKETING RESEARCH 9 1.6.1 MARKETING INFORMATION SYSTEMS 9 1.6.2 HOWMARKETING RESEARCH ISORGANISED 11 1.7 THE OLD MARKETING MIX 12 1.7.1 PRODUCT 12 1.7.2 PRICE 12 1.7.3 PLACE 13 1.7.4 PROMOTION 13 1.8 THEMODERN MARKETING MIX 14 1.9 STRATEGIC MARKETING PLANNING 16 1.9.1 CORPORATE PLANNING 16 1.10 MARKETING COMMUNICATIONS 19 1.11 CHOOSING METHODS OFCOMMUNICATION 20 1.12 SUMMARY 20 NOTES 21 2 HOWADVERTISING WORKS 23 FOHN WILMSHURST LEARNING OUTCOMES 23 2.L WHATISADVERTISING? 23 2.2 THEROLEOFADVERTISING IN SELLING 24 VI CONTENTS 2.3 AHISTORY OFTHEORIES 24 2.3.1 STARCH 25 2.3.2 DAGMAR 25 2.4 WHAT ACTSONWHOM - INDIVIDUALS ANDHERDS 28 2.4.1 HEDGES 28 2.4.2 LONGMAN 29 2.4.3 JOYCE 30 2.4.4 EARLS 31 2.5 INDIVIDUALS REACTION TOADVERTISING 32 2.5.1 ACTIVE CONSUMERS 35 2.5.2 ATTITUDES ANDBELIEFS 35 2.5.3 COGNITIVE DISSONANCE 37 2.5.4 CIGARETTE ADVERTISING 38 2.6 KING S SCALE OFIMMEDIACY 39 2.7 INCONGRUENCY ANDCONSISTENCY 40 2.8 TOWARDS ASYNTHESIS 40 2.9 SUMMARY 42 NOTES 42 3 INTEGRATED MARKETING COMMUNICATIONS 44 IANLINTON LEARNING OUTCOMES 44 3.1 INTRODUCTION 44 3.2 INTEGRATED MARKETING COMMUNICATIONS INACTION 45 3.2.1 BROADENING THEMARKET FORAHI-FISYSTEM 45 3.2.2 INCREASING TRAFFIC FORAREGIONAL BUSINESS AIRLINE 47 3.2.3 DEVELOPING SALESOFAREGIONAL FASTFOODCHAIN 49 3.3 THEBENEFITS OFINTEGRATION 50 3.3.1 CREATIVE INTEGRITY 50 3.3.2 CONSISTENCY OFMESSAGES 51 3.3.3 UNBIASED RECOMMENDATIONS 51 3.3.4 BETTER USEOFALLMEDIA 52 3.3.5 GREATER MARKETING PRECISION 52 3.3.6 OPERATIONAL EFFICIENCY 53 3.3.7 COST SAVINGS 54 3.4 EVALUATING THEBENEFITS OFINTEGRATED MARKETING COMMUNICATIONS 55 3.5 INTRODUCING ANINTEGRATED MARKETING PROGRAMME 55 3.5.1 INTERNAL STRUCTURE FORINTEGRATED MARKETING 56 3.5.2 SELECTING ANAGENCY 56 3.5.3 SELECTING PILOT PROJECTS ORCAMPAIGNS 57 3.6 SUMMARY 57 FURTHER READING 58 CONTENTS VII 4 THEADVERTISER 59 PETERBEAUMONT LEARNING OUTCOMES 59 4.1 WHOORWHAT IS THE ADVERTISER ? 59 4.1.1 THESOLETRADER 61 4.1.2 THEOWNER/MANAGER 62 4.1.3 THECOMMITTEE 62 4.1.4 THESALESANDMARKETING MANAGER 63 4.2 THEVALUEOFTHEBRIEF 64 4.3 WHY USEANAGENCY? 65 4.4 SOHOWSHOULD ANADVERTISER CHOOSE ANAGENCY? 66 4.5 SOWHATOFTHERESPONSIBILITY OFTHEADVERTISER? 66 4.6 WHY THANK ADVERTISERS? 67 4.7 SUMMARY 67 5 THEADVERTISING AGENCY 69 RICHARD MAYER LEARNING OUTCOMES 69 5.1 INTRODUCTION 69 5.2 THEORIGIN OFTHEADVERTISING AGENCY 69 5.3 THEEVOLUTION OFTHEADVERTISING AGENCY 70 5.4 TYPESOFADVERTISING AGENCY 74 5.4.1 FULL-SERVICE AGENCIES 75 5.4.2 CREATIVE BOUTIQUES 76 5.4.3 MEDIA INDEPENDENTS 76 5.4.4 INTERACTIVE ANDE-COMMERCE AGENCIES 78 5.4.5 IN-HOUSE AGENCIES 78 5.5 THESTRUCTURE OFAMODEM ADVERTISING AGENCY 78 5.5.1 ACCOUNT HANDLING 78 5.5.2 CREATIVE DEPARTMENT 79 5.5.3 PLANNING DEPARTMENT 82 5.5.4 MEDIA 84 5.5.5 PRODUCTION 84 5.5.6 SELECTING ANAGENCY 85 5.6 THECLIENT BRIEF 85 5.7 AGENCY REMUNERATION 86 5.8 MANAGING CLIENT!AGENCY RELATIONSHIPS 89 5.9 SUMMARY 90 FURTHER READING 91 6 MEDIA 92 SANGEET KAUR CHANA .LEARNING OUTCOMES 92 6.1 SETTING THESCENE 92 6.2 TELEVISION 95 VIII CONTENTS 6.2.1 RECENT DEVELOPMENTS 6.2.2 TELEVISION ASANADVERTISING MEDIUM 6.2.3 TERRESTRIAL CHANNELS 6.2.4 ITV1 6.2.5 CHANNEL 4 6.2.6 CHANNELS ( FIVE ) 6.2.7 SATELLITE ANDCABLE 6.2.8 BROADCAST SPONSORSHIP 6.3 THEPRESS 6.4 RADIO 6.5 CINEMA 6.6 OUTDOOR ADVERTISING 6.6.1 ROADSIDE ADVERTISING 6.6.2 STREET FURNITURE 6.6.3 POINT OFSALE 6.6.4 TRANSPORT MEDIA 6.6.5 AMBIENT MEDIA 6.7 THEINTERNET 6.8 DISCUSSION POINTS 6.9 CONCLUSIONS 6.10 SUMMARY FURTHER READING 96 98 99 101 103 104 105 106 107 III 112 113 113 113 113 114 114 LIS 116 116 117 117 7 ADVERTISING CREATIVITY ROGER STOTESBURY LEARNING OUTCOMES 7.1 WHAT ISIT? 7.2 THECREATIVE DEPARTMENT 7.2.1 THECREATIVE DIRECTOR 7.2.2 THECREATIVE TEAM 7.2.3 FREELANCERS 7.2.4 CREATIVE SERVICES 7.3 DRIVERS OFADVERTISING CREATIVITY 7.3.1 DIVERSE AGENCY STYLES 7.3.2 DIFFERENT TYPES OFSTRATEGY 7.3.3 EMOTIONAL VERSUS RATIONAL EMPHASIS 7.3.4 MEDIA SYNERGY 7.3.5 INTEGRATION 7.3.6 INCREASED INTERACTIVITY 7.4 CREATING THECREATIVE IDEA 7.5 HOWDOCREATIVE TEAMS CREATE? 7.5.1 SIXTIPSONHOWTOTHINK CREATIVELY 7.6 TENTIPSONHOWTOJUDGE CREATIVITY 118 118 118 119 119 120 120 120 121 121 121 122 122 122 122 123 125 126 127 7.7 SELLING CREATIVITY 7.8 DISCUSSION POINTS 7.8.1 THEIMPORTANCE OFCOPY 7.8.2 THEUSEOFCREATIVE PITCHES 7.8.3 AROLEFORTHECLIENT? 7.8.4 THEVALUEOFCREATIVITY 7.8.5 WORKING INTHECREATIVE WORLD 7.9 SUMMARY FURTHER READING 8 PRESSPRODUCTION MARKMAGUIRE LEARNING OUTCOMES 8.1 INTRODUCTION 8.2 TASKS(TECHNICAL BREAKOUT ONPRE-PRESS AND PUBLICATION SPECIFICATIONS) 8.2.1 MEDIA BOOKING 8.2.2 ESTIMATING 8.2.3 CREATIVE 8.2.4 ARTBUYING 8.2.5 ACCOUNT MANAGEMENT 8.2.6 TRAFFIC 8.2.7 ARTWORK 8.2.8 PRE-PRESS 8.2.9 APPROVALS 8.2.10 BILLING 8.3 TRENDS (THEAGENCY MODEL NOWANDTHEFUTURE?) 8.4 TRENDS (MARKET PRESSURES) 8.5 CASE STUDY 8.6 SUMMARY USEFUL LINKS 9 TV,RADIO ANDCINEMA PRODUCTION NIGEL FOSTER LEARNING OUTCOMES 9.1 TVPRODUCTION 9.1.1 PRE-PRODUCTION FORTV 9.1.2 THETVSHOOT 9.1.3 TVPOST-PRODUCTION STAGE 9.2 CINEMA 9.3 RADIO 9.4 CONCLUSIONS 9.5 SUMMARY CONTENTS IX 128 129 129 129 130 130 131 131 131 132 132 132 133 133 134 134 135 135 135 136 136 145 146 146 148 148 149 150 151 151 151 152 155 155 156 156 156 156 X CONTENTS 10 PRINTING 158 LESLIE CLARIDGE LEARNING OUTCOMES 158 10.1 INTRODUCTION 158 10.2 PRODUCTION PROCESSES 159 10.3 ORIGINAL IMAGE PRODUCTION 159 10.4 PAPER SIZES 159 10.5 DESKTOP PUBLISHING 160 10.6 PRE-PRESS 161 10.7 PROCESS PRINTING 162 10.8 PRINTING PROCESSES 163 10.9 TRADITIONAL PROCESSES 163 10.9.1 OFFSET LITHOGRAPHY 163 10.9.2 FLEXOGRAPHY 164 10.9.3 GRAVURE 165 10.9.4 SCREEN PROCESS 166 10.9.5 LETTERPRESS 167 10.9.6 DIGITAL PRINTING 168 10.9.7 COLOUR PRINTING 168 10.10 POST-PRESS ACTIVITIES 170 10.11 CHECKLIST FORPRODUCTION ISSUES 171 10.12 SUMMARY 171 11 ADVERTISING PLANNING ANDBUDGETING 173 MARTYN P.DAVIS LEARNING OUTCOMES 173 IL.L SITUATION ASSESSMENT 173 11.1.1 YOURFIRM 174 1L.L.2 YOURPRODUCT ORSERVICE 174 11.1.3 YOURMARKET 174 11.1.4 YOURMARKETING POLICY 175 11.1.5 PREVIOUS ACTIVITY 175 11.1.6 RESTRAINTS 175 11.1.7 COMPETITION 176 11.1.8 PEST 176 11.1.9 SWOT 176 11.2 SETTING YOUR SPECIFIC CAMPAIGN OBJECTIVES 176 11.2.1 DANGERS TOAVOID 177 11.3 DETERMINING YOURADVERTISING BUDGET 178 11.3.1 HOWMUCH SHALLWESPEND? 179 11.3.2 HOWMUCH EXTRA SHALL WESPEND? 179 11.3.3 HOWMUCH ARETHEYSPENDING? 179 CONTENTS XI 11.3.4 HOWMUCH WILLITCOST? 179 11.4 THEADVERTISING BRIEF 180 11.4.1 PREPARATION OFCAMPAIGN PROPOSALS 180 11.4.2 MEDIA SELECTION 181 ]1.4.3 MEDIA PLANNING 181 11.4.4 OVERALL MEDIA PLANNING 182 11.4.5 DETAILED MEDIA PLANNING 183 11.4.6 APPROVAL OFPROPOSALS 187 11.5 PUTTING THEPLANINTOEFFECT 187 11.5.1 CAMPAIGN EXECUTION 187 11.5.2 ON-GOING IMPROVEMENT 188 11.5.3 BUYING VERSUS PLANNING 188 11.5.4 ON-GOING CONTROL 188 11.6 EVALUATION OFRESULTS 188 11.7 SUMMARY 189 FURTHER READING 189 12 GETTING THEBESTFROMADVERTISING AGENCIES AND OTHER OUTSIDE SUPPLIERS 190 ADRIAN R.MACKAY LEARNING OUTCOMES 190 12.1 INTRODUCTION 190 12.2 SERVICE SUPPLIERS - THEIRFOCUS 192 12.3 IN-HOUSE ORBUYING-IN? 194 12.4 FINDING OUTSIDE SUPPLIERS 194 12.5 APPOINTING ANAGENCY 196 12.6 BRIEFING ANAGENCY 197 12.6.1 COMMUNICATIONS PLAN 197 12.6.2 THECLIENT S RESPONSIBILITY ON BRIEFING 199 12.6.3 THEAGENCY S RESPONSIBILITY ON BRIEFING 200 12.7 JUDGING PROPOSALS 201 12.8 CONTROLLING EXPENDITURE 202 12.9 MANAGING THERELATIONSHIP 202 12.9.1 CONTROLLING EXTERNAL SERVICE PROVIDERS 203 12.9.2 APRACTICAL APPROACH TOSUPPLIER MANAGEMENT 203 12.9.3 MANAGING RELATIONSHIPS 206 12.9.4 TENSMARTTHINGS TODO 207 12.10 SUMMARY 208 NOTES 208 XII CONTENTS 13 MEDIA RESEARCH 209 MIKE MONKMAN LEARNING OUTCOMES 209 13.1 THEPURPOSE OFMEDIA RESEARCH 209 13.2 THEORGANISATION OFMEDIA RESEARCH 210 13.3 TELEVISION: BARB 211 13.3.1 OVERVIEW 211 13.3.2 THEESTABLISHMENT SURVEY 212 13.3.3 THEPANEL 212 13.3.4 ANALYSIS 214 13.4 PRESS: CIRCULATION 214 13.5 PRESS: THENATIONAL READERSHIP SURVEY LTD 214 13.5.1 OVERVIEW 214 13.5.2 THESURVEY 216 13.5.3 DUPLICATED READERSHIP ANDCUMULATIVE READERSHIP 217 13.5.4 FUTURE NRS DEVELOPMENTS 218 13.6 PRESS: JICREG 218 13.7 PRESS: OTHER SURVEYS 219 13.8 RADIO RAJAR 219 13.8.1 OVERVIEW 219 13.8.2 THEINTERVIEW 220 13.9 CINEMA: CAVIAR 220 13.9.1 OVERVIEW 220 13.9.2 THECAA MONITOR 221 13.10 OUTDOOR ADVERTISING: POSTAR 221 13.10.1 OVERVIEW 221 13.10.2 THEMODEL INMORE DETAIL 222 13.L1 INTERNET 223 13.12 ALLMEDIA: TGI 223 13.13 PROPRIETARY SURVEYS 224 13.14 SUMMARY 224 FURTHER READING 224 USEFUL WEBSITES 225 14 CONSUMER RESEARCH 226 MARILYN BAXTER LEARNING OUTCOMES 226 14.1 HOWTHISCHAPTER ISORGANISED 226 14.2 INTRODUCTION: WHAT ISCONSUMER RESEARCH ANDWHYDOIT? 226 14.3 THEBASIC PRINCIPLES ANDMETHODS OFCONSUMER RESEARCH 227 14.4 THEIMPORTANCE OFTHEBRIEF 232 14.5 WHERE RESEARCH FITSINTOTHEADVERTISING PROCESS 232 14.6 TYPESOFRESEARCH STUDYUSEDINADVERTISING 234 CONTENTS XIII 14.6.1 FAMILIARISATION: RESEARCH THATTELLSYOUABOUT THEMARKET, YOURBRAND ANDITSCOMPETITORS, ANDTHESTATUS OFYOURBRAND INTHECONSUMER S MIND 234 14.6.2 STRATEGY DEVELOPMENT: RESEARCH THATHELPS DECIDE THEBESTADVERTISING STRATEGY 237 14.6.3 CREATIVE DEVELOPMENT: RESEARCH THATHELPS YOUDEVELOP ADVERTISING ANDDECIDE WHICH ADVERTISING TORUN 238 14.6.4 EVALUATION: RESEARCH THATTELLSYOUHOWWELL YOURADVERTISING WORKS 241 14.7 SUMMARY OFCONSUMER RESEARCH METHODS ANDTHEIR APPLICATION TOADVERTISING 244 14.8 SUMMARY 245 FURTHER READING 245 15 BUSINESS-TO-BUSINESS ADVERTISING 246 RICHARD JEANS ANDGARETH RICHARDS LEARNING OUTCOMES 246 15.1 ANOTEONNOMENCLATURE 246 15.2 WHYBUSINESS MARCOMS ISDIFFERENT 247 15.3 BUSINESS MARCOMS SELDOM SETSOUTTOGENERATE A SALEDIRECTLY 248 15.4 INFORMATION ISNEEDED FORARATIONAL MARKET 249 15.5 THETECHNOLOGY CANBEANIGHTMARE 250 15.6 INBUSINESS MARCOMS, LUNCH ISAMEDIUM 250 15.7 AMODEL FORTHEBUSINESS MARCOMS MIX 253 15.8 SOME THREATS TOTHEMODEL 256 15.8.1 PROJECT MANAGEMENT ISREPLACING CAMPAIGN PLANNING 256 15.8.2 INABSOLUTE TERMS, BUSINESS MARCOMS BUDGETS ARESMALLER 257 15.8.3 THEBUSINESS ADVERTISER /AGENCY RELATIONSHIP 258 15.9 AGOLDEN AGEFORBUSINESS ADVERTISING 259 15.10 SUMMARY 259 16 SERVICES ADVERTISING 261 RICHARD K.WARREN LEARNING OUTCOMES 261 16.1 INTRODUCTION 261 16.2 SUCCESSFUL SERVICES ADVERTISING 262 16.3 HALIFAX PIC 263 16.3.1 THEHALIFAX SERVICE EXPERIENCE 263 16.3.2 THECOMMUNICATIONS IDEA 264 XIV CONTENTS 16.4 CONCLUSIONS 266 16.5 SUMMARY 267 17 RECRUITMENT ADVERTISING 268 SARAHASPREY LEARNING OUTCOMES 268 17.1 INTRODUCTION 268 17.2 HOWISRECRUITMENT ADVERTISING DIFFERENT? 269 17.3 THECHANGING ROLEOFTHERECRUITMENT ADVERTISING AGENCY 271 17.4 THEINTERNET 272 17.5 SERVICE LEVELS ANDEXPERTISE 274 17.6 AGENCY STRUCTURES 275 17.7 SERVICES 277 17.8 SOURCES OFINCOME ANDCOSTING MODELS 277 17.9 THEFUTURE CHALLENGE 279 17.10 SUMMARY 280 NOTES 280 18 DIRECTORY ADVERTISING 281 ROBERT LOVEANDJACKIE HEWITT LEARNING OUTCOMES 281 18.1 INTRODUCTION 281 18.2 THENATURE OFDIRECTORIES 281 18.3 GROWTH OFDIRECTORIES 282 18.4 DIRECTORIES ASAMEDIUM 283 18.5 PUBLISHING DIRECTORIES 285 18.6 DEVELOPMENT OFDIRECTORIES ASAMEDIUM 286 18.6.1 PAY-PER-CLICK 286 18.6.2 OTHER DEVELOPMENTS 288 18.7 CHOOSING ADIRECTORY 288 18.7.1 COVERAGE 288 18.7.2 DISTRIBUTION 289 18.7.3 USAGE 289 18.7.4 ADVERTISING OPTIONS 289 18.7.5 CLASSIFICATION 290 18.7.6 PRODUCTION ANDPRINT QUALITY 290 18.7.7 ONLINE OPTIONS 290 18.7.8 RATES 291 18.8 DESIGNING ADIRECTORY ADVERTISEMENT 291 18.9 REGULATIONS 293 18.10 CO-OPERATIVE CAMPAIGNS 293 CONTENTS XV 18.11 MEASURING THESUCCESS OFDIRECTORY ADVERTISEMENTS 18.12 CONCLUSIONS 18.13 SUMMARY FURTHER READING 294 295 295 296 19 INTERNATIONAL ADVERTISING 297 DAVID J. HANGER LEARNING OUTCOMES 297 19.1 INTRODUCTION 297 19.2 WHAT ISINTERNATIONAL ADVERTISING? 298 19.3 THEPRACTICAL SIDEOFINTERNATIONAL ADVERTISING 301 19.3.1 ORGANISATION 301 19.3.2 PLANNING 302 19.3.3 AUDIENCE DEFINITION 303 19.3.4 RESEARCH ANDMEASUREMENT 304 19.3.5 MEDIA 306 19.3.6 CREATIVE 308 19.3.7 MIND YOURP S ANDQ S ANDBEWARE OFTHELAW 309 19.4 SUMMARY 309 FURTHER READING 310 REGULAR READING 310 20 SALES PROMOTION INMARKETING 311 BRENDA SIMONETTI LEARNING OUTCOMES 31 I 20.1 DEFINING SALESPROMOTION 311 20.2 HOWITALLBEGAN 311 20.3 SETTING THEOBJECTIVES 312 20.4 DEFINING THESTRATEGY 313 20.5 THEBUDGET 315 20.6 THEBRIEF 316 20.7 TECHNIQUES ANDMECHANICS 317 20.7.1 CONSUMER PROMOTIONS 320 20.7.2 TRADEPROMOTIONS 320 20.7.3 EMPLOYEE PROMOTIONS 320 20.8 RESEARCH ANDEVALUATION 321 20.9 CREATIVITY 323 20.10 COMMUNICATION 324 20.1 I PROMOTION ADMINISTRATION 325 20.12 PREMIUM SOURCING ANDBUYING 326 20.13 EUROPE 328 20.14 THEFUTURE 329 20.15 SUMMARY 329 XVI CONTENTS 21 ADVERTISING: SELF-REGULATION ANDTHELAW 331 CHRISTOPHER GRAHAM LEARNING OUTCOMES 331 21.1 INTRODUCTION 331 21.2 HOWTHESELFREGULATORY SYSTEM WORKS 332 21.3 ADVERTISING STANDARDS AUTHORITY 333 21.4 COMMITTEE OFADVERTISING PRACTICE 335 21.4.1 PANELS 335 21.4.2 FUNDING THESELFREGULATORY SYSTEM 336 21.4.3 THECAP CODE 336 21.4.4 CODE SANCTIONS 340 21.5 NEWMEDIA 341 21.6 BROADCAST ADVERTISING 342 21.7 THELAW 342 21.8 SELF-REGULATION INEUROPE 345 20.9 CONCLUSIONS 345 21.10 SUMMARY 346 FURTHER READING 346 22 TRAINING FORACAREER INADVERTISING 348 ANNMURRAY CHATTERTON LEARNING OUTCOMES 348 22.1 INTRODUCTION 348 22.2 CHARACTERISTICS OFAGENCY PRACTITIONERS 348 22.3 BACKGROUND TOINDUSTRY TRAINING 349 22.4 THEINDUSTRY APPROACH TOTRAINING 350 22.5 THEIPA SCONTINUOUS PROFESSIONAL DEVELOPMENT INADVERTISING ACCREDITATION STANDARD 352 22.6 PROFESSIONAL QUALIFICATIONS 352 22.6.1 IPA 352 22.6.2 CAM FOUNDATION 353 22.6.3 THECHARTERED INSTITUTE OFMARKETING 354 22.6.4 THEINSTITUTE OFDIRECT MARKETING 354 22.6.5 THEINSTITUTE OFPUBLIC RELATIONS 354 22.6.6 THEINSTITUTE OFSALES PROMOTION 354 22.6.7 THEMARKET RESEARCH SOCIETY 354 22.7 THEPROVISION OFACADEMIC LEARNING 355 22.8 SUMMARY 355 THEIPA SSEVENSTAGES 356 ORGANISATIONS 356 INDEX 359
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spelling	The practice of advertising ed. by Adrian R. Mackay 5. ed. Amsterdam [u.a.] Elsevier 2005 XXIII, 367 S. graph. Darst. txt rdacontent n rdamedia nc rdacarrier Marketing Publicité ram Werbung (DE-588)4065541-6 gnd rswk-swf (DE-588)4143413-4 Aufsatzsammlung gnd-content Werbung (DE-588)4065541-6 s DE-604 Mackay, Adrian R. Sonstige oth SWB Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=012930719&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis
spellingShingle	The practice of advertising Publicité ram Werbung (DE-588)4065541-6 gnd
subject_GND	(DE-588)4065541-6 (DE-588)4143413-4
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 Adrian R. Mackay
title_fullStr	The practice of advertising ed. by Adrian R. Mackay
title_full_unstemmed	The practice of advertising ed. by Adrian R. Mackay
title_short	The practice of advertising
title_sort	the practice of advertising
topic	Publicité ram Werbung (DE-588)4065541-6 gnd
topic_facet	Publicité Werbung Aufsatzsammlung
url	http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=012930719&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA
work_keys_str_mv	AT mackayadrianr thepracticeofadvertising

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