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Record Nr. |
UNINA9910480295503321 |
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Titolo |
The advertising business [[electronic resource] ] : operations, creativity, media planning, integrated communications / / edited by John Philip Jones |
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Pubbl/distr/stampa |
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Thousand Oaks, Calif. ; ; London, : SAGE, c1999 |
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ISBN |
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1-4522-3144-3 |
0-7619-1238-X |
1-4522-6464-3 |
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Descrizione fisica |
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1 online resource (561 p.) |
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Altri autori (Persone) |
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Disciplina |
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Soggetti |
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Advertising - United States |
Advertising |
Electronic books. |
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Lingua di pubblicazione |
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Formato |
Materiale a stampa |
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Livello bibliografico |
Monografia |
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Note generali |
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Description based upon print version of record. |
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Nota di bibliografia |
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Includes bibliographical references and indexes. |
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Nota di contenuto |
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Cover; Contents; Chapter 1 - Introduction: The Advertising Business; Part I - How Agencies Operate; Chapter 2 - Agency Management: Some Secrets; Chapter 3 - The Account Executive in an Advertising Agency; Chapter 4 - Account Planning; Chapter 5 - The Advertising Creative Process; Chapter 6 - The Art Director; Chapter 7 - Budgeting for Advertising and the Advertising-Intensiveness Curve; Chapter 8 - Advertising Media: A Changing Marketplace; Chapter 9 - The Media Buyer in the Advertising Agency; Chapter 10 - Advertising Agency Compensation Systems |
Chapter 11 - New Business Activity: Account ReviewsChapter 12 - The Culture of an Advertising Agency; Part II - Creative Aspects; Chapter 13 - Strategy in Advertising; Chapter 14 - Television Advertising: Learning Without Involvement; Chapter 15 - Humor in Television Advertising: A Practitioner's View; Chapter 16 - Humor in Television Advertising: A Researcher's View; Chapter 17 - Celebrities in Advertising; Chapter 18 - Emotion and Advertising; Chapter 19 - Hierarchies of Effect: Advertising Theories; Chapter 20 - Cognitive Dissonance and Selective Perception: Their Relevance to Advertising |
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