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- catalog abstract ""Principles of Advertising: A Global Perspective provides a general introduction to the fast-changing field of contemporary advertising. With a foreword from one of the leaders in the field, Don E. Schultz, Principles of Advertising will serve as a textbook for an introductory advertising course in your business, communication, or journalism program."--Jacket. Principles of Advertising is a complete and well-organized introductory textbook to advertising. Educators in the field and students will explore the advertising business environment, the legal and political forces that are involved, advertising agencies and the advertising business, market segmentation, target marketing, product positioning, consumer behavior, marketing and advertising research, the creative aspects of advertising, print advertising, and much more. Intelligent and thorough, Principles of Advertising will give you and your students a complete and captivating introduction to the field and provide new insights to effective and successful strategies. -- Back cover.".
- catalog contributor b11917769.
- catalog contributor b11917770.
- catalog contributor b11917771.
- catalog created "c1999.".
- catalog date "1999".
- catalog date "c1999.".
- catalog dateCopyrighted "c1999.".
- catalog description ""Principles of Advertising: A Global Perspective provides a general introduction to the fast-changing field of contemporary advertising. With a foreword from one of the leaders in the field, Don E. Schultz, Principles of Advertising will serve as a textbook for an introductory advertising course in your business, communication, or journalism program."--Jacket.".
- catalog description "Includes bibliographical references and index.".
- catalog description "Introduction to advertising -- Advertising environment: economy, society, and technology -- Legal and political forces and advertising -- Advertising business and advertising agencies -- Market segmentation, target marketing, and product positioning -- Consumer behavior and advertising -- Marketing and advertising research -- Marketing and advertising planning process -- Creative aspect of advertising -- Advertising production -- Advertising media planning and selection -- Print media -- Broadcast media -- Alternative advertising media -- Direct marketing/direct response advertising -- Sales promotion -- Public relations, publicity, and corporate advertising -- Internet advertising.".
- catalog description "Principles of Advertising is a complete and well-organized introductory textbook to advertising. Educators in the field and students will explore the advertising business environment, the legal and political forces that are involved, advertising agencies and the advertising business, market segmentation, target marketing, product positioning, consumer behavior, marketing and advertising research, the creative aspects of advertising, print advertising, and much more. Intelligent and thorough, Principles of Advertising will give you and your students a complete and captivating introduction to the field and provide new insights to effective and successful strategies. -- Back cover.".
- catalog extent "xvii, 355 p. :".
- catalog identifier "0789006154 (alk. paper)".
- catalog issued "1999".
- catalog issued "c1999.".
- catalog language "eng".
- catalog publisher "New York : Haworth Press,".
- catalog subject "659.1 21".
- catalog subject "Advertising.".
- catalog subject "HF5821 .L35 1999".
- catalog tableOfContents "Introduction to advertising -- Advertising environment: economy, society, and technology -- Legal and political forces and advertising -- Advertising business and advertising agencies -- Market segmentation, target marketing, and product positioning -- Consumer behavior and advertising -- Marketing and advertising research -- Marketing and advertising planning process -- Creative aspect of advertising -- Advertising production -- Advertising media planning and selection -- Print media -- Broadcast media -- Alternative advertising media -- Direct marketing/direct response advertising -- Sales promotion -- Public relations, publicity, and corporate advertising -- Internet advertising.".
- catalog title "Principles of advertising : a global perspective / Monle Lee, Carla Johnson.".
- catalog type "text".