Campaign strategies and message design: a practitioner's guide from start to finish
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Westport, Conn. [u.a.]
Praeger
1999
|
| Ausgabe: | 1. publ. |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | Literaturangaben |
| Beschreibung: | XI, 207 S. Ill., graph. Darst. |
| ISBN: | 0275955923 0275964701 |
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| 245 | 1 | 0 | |a Campaign strategies and message design |b a practitioner's guide from start to finish |c Mary Anne Moffitt |
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| 264 | 1 | |a Westport, Conn. [u.a.] |b Praeger |c 1999 | |
| 300 | |a XI, 207 S. |b Ill., graph. Darst. | ||
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Datensatz im Suchindex
| _version_ | 1804140471656644608 |
|---|---|
| adam_text | Contents
Preface ix
1. The Campaign Professional 1
Campaign as Guiding Metaphor 2
Elements of a Campaign s Structure 3
Foundations ofthe Campaign 12
Issues of Encroachment and Integrated Marketing 23
A Brief Word About Theory 25
In Summary 27
Important Things to Remember 28
2. Research Strategies 31
Dean Kazoleas
Research Planning 32
Sampling 39
The Research Process 43
Data Analysis and Statistics 66
In Summary 81
Important Things to Remember 81
3. Basic Strategies 83
Some Definitions 83
The Bottom Lines 85
The Goal: How to Create It and How to Write It 93
viii Contents
The Objective: How to Create It and How to Write It 109
In Summary 112
Important Things to Remember 118
4. Message Strategies 139
Words as Message Components 140
Visualization Factors as Message Components 146
Strategies for Choosing Message Components 157
In Summary 165
Important Things to Remember 166
5. Communication Selection Strategies 173
Definitions Initiate Conceptualization of Strategies 174
Strategies for Choosing Communication Selections 188
How Long Is the Campaign? 196
In Summary 197
Important Things to Remember 198
References 201
Index 205
|
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| dewey-full | 659 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 659 - Advertising and public relations |
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| dewey-search | 659 |
| dewey-sort | 3659 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Allgemeines Wirtschaftswissenschaften |
| edition | 1. publ. |
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| id | DE-604.BV024481023 |
| illustrated | Illustrated |
| indexdate | 2024-07-09T22:00:30Z |
| institution | BVB |
| isbn | 0275955923 0275964701 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-018456690 |
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| physical | XI, 207 S. Ill., graph. Darst. |
| publishDate | 1999 |
| publishDateSearch | 1999 |
| publishDateSort | 1999 |
| publisher | Praeger |
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| spelling | Moffitt, Mary Anne Verfasser aut Campaign strategies and message design a practitioner's guide from start to finish Mary Anne Moffitt 1. publ. Westport, Conn. [u.a.] Praeger 1999 XI, 207 S. Ill., graph. Darst. txt rdacontent n rdamedia nc rdacarrier Literaturangaben Werbekampagne (DE-588)4134093-0 gnd rswk-swf Werbekampagne (DE-588)4134093-0 s DE-604 HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=018456690&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Moffitt, Mary Anne Campaign strategies and message design a practitioner's guide from start to finish Werbekampagne (DE-588)4134093-0 gnd |
| subject_GND | (DE-588)4134093-0 |
| title | Campaign strategies and message design a practitioner's guide from start to finish |
| title_auth | Campaign strategies and message design a practitioner's guide from start to finish |
| title_exact_search | Campaign strategies and message design a practitioner's guide from start to finish |
| title_full | Campaign strategies and message design a practitioner's guide from start to finish Mary Anne Moffitt |
| title_fullStr | Campaign strategies and message design a practitioner's guide from start to finish Mary Anne Moffitt |
| title_full_unstemmed | Campaign strategies and message design a practitioner's guide from start to finish Mary Anne Moffitt |
| title_short | Campaign strategies and message design |
| title_sort | campaign strategies and message design a practitioner s guide from start to finish |
| title_sub | a practitioner's guide from start to finish |
| topic | Werbekampagne (DE-588)4134093-0 gnd |
| topic_facet | Werbekampagne |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=018456690&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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