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ADVERTISING : A FRAMEWORK

W. RONALD LANE , J. THOMAS RUSSELL

2001

BOOK
Category

ADVERTISING

Abstract THIS BOOK SHARES WITH ITS READERS THE EXCITEMENT AND CHALLENGES OF THE WORLD OF ADVERTISING -- ALONG WITH THE CONSTANT CHANGES THAT DEFINE ITS NATURE AND RELATIONSHIP WITH MARKETING PROMOTION AND COMMUNICATION. IT COVERS THE MARKETING VARIABLES OF PRICE, PRODUCT QUALITY, CONSUMER PERCEPTIONS, DISTRIBUTION, AND DIVERSE SOCIOLOGICAL, CULTURAL, AND PSYCHOLOGICAL FACTORS. CHAPTER TOPICS INCLUDE TARGET MARKETING; MEDIA PLANNING AND EXECUTION; CREATIVE STRATEGY; PRODUCTION PLANNING; AND THE SOCIAL, ECONOMIC, AND LEGAL ENVIRONMENTS OF ADVERTISING.

ISBN 0130852201
Author(s) W. RONALD LANE , J. THOMAS RUSSELL
Credits
Edition 1ST ED.
Year 2001
Publisher PRENTICE HALL
Type BOOK
Keywords ADVERTISING
Language English
Collation 378 P. : ILL. ; 24 CM.

Availability and Location Reserve

Copy No Library Stack Shelf Is Reference Status Return Date
1 Limassol H 5 No A