紀錄類型: |
書目-電子資源
: Monograph/item
|
正題名/作者: |
The practice of advertising/ edited by Adrian R. Mackay.{me_controlnum} |
其他作者: |
Mackay, Adrian. |
出版者: |
Oxford :Elsevier Butterworth-Heinemann, : 2005., |
面頁冊數: |
1 online resource (xxiii, 367 p.) :ill. |
附註: |
Previous ed.: 1995. |
內容註: |
Preface; Contributors' page; Marketing and the place of advertising within it; How advertising works; Integrated marketing communications; The advertiser; The advertising agency; Media; Advertising creativity; Press production; TV, radio and cinema production; Printing; Advertising planning and budgeting; Getting the best from advertising agencies and other outside suppliers; Media research; Consumer research; Business-to-business advertising; Services advertising; Recruitment advertising; Directory advertising; International advertising; Sales promotion in marketing; Advertising: self-regulation and the law; Training for a career in advertising; Index. |
標題: |
Advertising. - |
電子資源: |
http://www.sciencedirect.com/science/book/9780750661737 |
ISBN: |
9780750661737 |