Principles of advertising :: a global perspective /
"Principles of Advertising: A Global Perspective, Second Edition, updates the classic first edition of this exceptional classroom resource. Ideal for use as an introductory textbook, the book presents an integrated marketing approach that is essential for keeping up with the changing world of c...
Gespeichert in:
| 1. Verfasser: | |
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| Weitere Verfasser: | |
| Format: | Elektronisch E-Book |
| Sprache: | English |
| Veröffentlicht: |
New York :
Haworth Press,
©2005.
|
| Ausgabe: | 2nd ed. |
| Schlagworte: | |
| Online-Zugang: | Volltext |
| Zusammenfassung: | "Principles of Advertising: A Global Perspective, Second Edition, updates the classic first edition of this exceptional classroom resource. Ideal for use as an introductory textbook, the book presents an integrated marketing approach that is essential for keeping up with the changing world of contemporary advertising and reflects and authors' expertise not just in advertising, but also in the larger field of integrated marketing communications. The new edition of the book examines the environment in the advertising industry following the terrorist attacks on Sept. 11, 2001, including market segmentation, target marketing, product positioning, buyer behavior, legal and political concerns, the creative aspects of advertising, and much more."--Jacket |
| Beschreibung: | 1 online resource (xxi, 427 pages) : illustrations |
| Bibliographie: | Includes bibliographical references (pages 383-400) and index. |
| ISBN: | 9781136419324 1136419322 9780203050262 0203050266 9781136419461 1136419462 9781136419393 113641939X 1283887681 9781283887687 |
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| 245 | 1 | 0 | |a Principles of advertising : |b a global perspective / |c Monle Lee, Carla Johnson. |
| 250 | |a 2nd ed. | ||
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| 504 | |a Includes bibliographical references (pages 383-400) and index. | ||
| 505 | 0 | |a 1. Introduction to advertising -- 2. The advertising environment: economy -- 3. Legal and political forces and advertising -- 4. The advertising business and advertising -- 5. Market segmentation, target marketing -- 6. Buyer behavior and advertising -- 7. Marketing and advertising research -- 8. The marketing and advertising planning -- 9. The creative aspect of advertising -- 10. Advertising production -- 11. Advertising media planning and selection -- 12. Print media -- 13. Broadcast media -- 14. Internet advertising -- 15. Alternative advertising media -- 16. Direct marketing/direct response -- 17. Sales promotion -- 18. Public relations, publicity, and corporate advertising. | |
| 520 | 1 | |a "Principles of Advertising: A Global Perspective, Second Edition, updates the classic first edition of this exceptional classroom resource. Ideal for use as an introductory textbook, the book presents an integrated marketing approach that is essential for keeping up with the changing world of contemporary advertising and reflects and authors' expertise not just in advertising, but also in the larger field of integrated marketing communications. The new edition of the book examines the environment in the advertising industry following the terrorist attacks on Sept. 11, 2001, including market segmentation, target marketing, product positioning, buyer behavior, legal and political concerns, the creative aspects of advertising, and much more."--Jacket | |
| 588 | 0 | |a Print version record. | |
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| 650 | 0 | |a Publicity. |0 http://id.loc.gov/authorities/subjects/sh85108869 | |
| 650 | 2 | |a Advertising. | |
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| 650 | 7 | |a advertising. |2 aat | |
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| adam_text | |
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| author | Lee, Monle |
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| contents | 1. Introduction to advertising -- 2. The advertising environment: economy -- 3. Legal and political forces and advertising -- 4. The advertising business and advertising -- 5. Market segmentation, target marketing -- 6. Buyer behavior and advertising -- 7. Marketing and advertising research -- 8. The marketing and advertising planning -- 9. The creative aspect of advertising -- 10. Advertising production -- 11. Advertising media planning and selection -- 12. Print media -- 13. Broadcast media -- 14. Internet advertising -- 15. Alternative advertising media -- 16. Direct marketing/direct response -- 17. Sales promotion -- 18. Public relations, publicity, and corporate advertising. |
| ctrlnum | (OCoLC)823170100 |
| dewey-full | 659.1 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 659 - Advertising and public relations |
| dewey-raw | 659.1 |
| dewey-search | 659.1 |
| dewey-sort | 3659.1 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| edition | 2nd ed. |
| format | Electronic eBook |
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| id | ZDB-4-EBA-ocn823170100 |
| illustrated | Illustrated |
| indexdate | 2024-11-27T13:25:06Z |
| institution | BVB |
| isbn | 9781136419324 1136419322 9780203050262 0203050266 9781136419461 1136419462 9781136419393 113641939X 1283887681 9781283887687 |
| language | English |
| oclc_num | 823170100 |
| open_access_boolean | |
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| owner_facet | MAIN DE-863 DE-BY-FWS |
| physical | 1 online resource (xxi, 427 pages) : illustrations |
| psigel | ZDB-4-EBA |
| publishDate | 2005 |
| publishDateSearch | 2005 |
| publishDateSort | 2005 |
| publisher | Haworth Press, |
| record_format | marc |
| spelling | Lee, Monle. Principles of advertising : a global perspective / Monle Lee, Carla Johnson. 2nd ed. New York : Haworth Press, ©2005. 1 online resource (xxi, 427 pages) : illustrations text txt rdacontent computer c rdamedia online resource cr rdacarrier data file Includes bibliographical references (pages 383-400) and index. 1. Introduction to advertising -- 2. The advertising environment: economy -- 3. Legal and political forces and advertising -- 4. The advertising business and advertising -- 5. Market segmentation, target marketing -- 6. Buyer behavior and advertising -- 7. Marketing and advertising research -- 8. The marketing and advertising planning -- 9. The creative aspect of advertising -- 10. Advertising production -- 11. Advertising media planning and selection -- 12. Print media -- 13. Broadcast media -- 14. Internet advertising -- 15. Alternative advertising media -- 16. Direct marketing/direct response -- 17. Sales promotion -- 18. Public relations, publicity, and corporate advertising. "Principles of Advertising: A Global Perspective, Second Edition, updates the classic first edition of this exceptional classroom resource. Ideal for use as an introductory textbook, the book presents an integrated marketing approach that is essential for keeping up with the changing world of contemporary advertising and reflects and authors' expertise not just in advertising, but also in the larger field of integrated marketing communications. The new edition of the book examines the environment in the advertising industry following the terrorist attacks on Sept. 11, 2001, including market segmentation, target marketing, product positioning, buyer behavior, legal and political concerns, the creative aspects of advertising, and much more."--Jacket Print version record. English. Advertising. http://id.loc.gov/authorities/subjects/sh85001086 Publicity. http://id.loc.gov/authorities/subjects/sh85108869 Advertising. Publicité. advertising. aat BUSINESS & ECONOMICS Advertising & Promotion. bisacsh Publicity fast Advertising fast Johnson, Carla, 1944- https://id.oclc.org/worldcat/entity/E39PCjMHcwvWbmJgTc8BXHbq73 http://id.loc.gov/authorities/names/n99023173 Print version: Lee, Monle. Principles of advertising. 2nd ed. New York : Haworth Press, ©2005 0789022990 (DLC) 2005002253 (OCoLC)57579360 FWS01 ZDB-4-EBA FWS_PDA_EBA https://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&AN=512053 Volltext |
| spellingShingle | Lee, Monle Principles of advertising : a global perspective / 1. Introduction to advertising -- 2. The advertising environment: economy -- 3. Legal and political forces and advertising -- 4. The advertising business and advertising -- 5. Market segmentation, target marketing -- 6. Buyer behavior and advertising -- 7. Marketing and advertising research -- 8. The marketing and advertising planning -- 9. The creative aspect of advertising -- 10. Advertising production -- 11. Advertising media planning and selection -- 12. Print media -- 13. Broadcast media -- 14. Internet advertising -- 15. Alternative advertising media -- 16. Direct marketing/direct response -- 17. Sales promotion -- 18. Public relations, publicity, and corporate advertising. Advertising. http://id.loc.gov/authorities/subjects/sh85001086 Publicity. http://id.loc.gov/authorities/subjects/sh85108869 Advertising. Publicité. advertising. aat BUSINESS & ECONOMICS Advertising & Promotion. bisacsh Publicity fast Advertising fast |
| subject_GND | http://id.loc.gov/authorities/subjects/sh85001086 http://id.loc.gov/authorities/subjects/sh85108869 |
| title | Principles of advertising : a global perspective / |
| title_auth | Principles of advertising : a global perspective / |
| title_exact_search | Principles of advertising : a global perspective / |
| title_full | Principles of advertising : a global perspective / Monle Lee, Carla Johnson. |
| title_fullStr | Principles of advertising : a global perspective / Monle Lee, Carla Johnson. |
| title_full_unstemmed | Principles of advertising : a global perspective / Monle Lee, Carla Johnson. |
| title_short | Principles of advertising : |
| title_sort | principles of advertising a global perspective |
| title_sub | a global perspective / |
| topic | Advertising. http://id.loc.gov/authorities/subjects/sh85001086 Publicity. http://id.loc.gov/authorities/subjects/sh85108869 Advertising. Publicité. advertising. aat BUSINESS & ECONOMICS Advertising & Promotion. bisacsh Publicity fast Advertising fast |
| topic_facet | Advertising. Publicity. Publicité. advertising. BUSINESS & ECONOMICS Advertising & Promotion. Publicity Advertising |
| url | https://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&AN=512053 |
| work_keys_str_mv | AT leemonle principlesofadvertisingaglobalperspective AT johnsoncarla principlesofadvertisingaglobalperspective |