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The advertising business [[electronic resource] ] : operations, creativity, media planning, integrated communications / / edited by John Philip Jones
| The advertising business [[electronic resource] ] : operations, creativity, media planning, integrated communications / / edited by John Philip Jones |
| Pubbl/distr/stampa | Thousand Oaks, Calif. ; ; London, : SAGE, c1999 |
| Descrizione fisica | 1 online resource (561 p.) |
| Disciplina | 659.1 |
| Altri autori (Persone) | JonesJohn Philip |
| Soggetto topico |
Advertising - United States
Advertising |
| Soggetto genere / forma | Electronic books. |
| ISBN |
1-4522-3144-3
0-7619-1238-X 1-4522-6464-3 |
| Formato | Materiale a stampa  |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto |
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 Chapter 21 - The Creative Characteristics of Successful Television AdvertisingChapter 22 - Comparative Advertising; Chapter 23 - The Unique Selling Proposition and Usage-Pull; Chapter 24 - Truth and Weasels; Chapter 25 - Television Production Costs; Part III - Media Aspects; Chapter 26 - Media-Medium-Mediorum: Media Definitions; Chapter 27 - Television Advertising: Continuity Scheduling (Advertising Without Gaps); Chapter 28 - What Does Effective Frequency Mean Today?; Chapter 29 - Barter Syndication; Chapter 30 - Cable Television; Part IV - Sales Promotions and Specialist Media Chapter 31 - Trends in PromotionsChapter 32 - Integrated Marketing Communications and How It Relates to Traditional Media Advertising; Chapter 33 - Integrated Marketing Communications in Practice; Chapter 34 - A Road Map to On-Line Marketing Strategy; Chapter 35 - Direct Marketing; Chapter 36 - Direct-Response Advertising: Creative Principles; Chapter 37 - Promotions and Advertising: Comparison of Effectiveness; Chapter 38 - Specialty Advertising; Chapter 39 - Event Marketing; Chapter 40 - Sports Marketing and the Super Bowl; Chapter 41 - Business-to-Business Advertising Chapter 42 - Product Packaging: The Silent SalesmanChapter 43 - Public Relations and Advertising; Part V - Legislation and Ethics; Chapter 44 - The Supreme Court of the United States and First Amendment Protection of Advertising; Chapter 45 - Ethics of Advertising: Oxymoron or Good Business Practice?; Name Index; Subject Index; About the Contributors |
| Record Nr. | UNINA-9910480295503321 |
| Thousand Oaks, Calif. ; ; London, : SAGE, c1999 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
The advertising business [[electronic resource] ] : operations, creativity, media planning, integrated communications / / edited by John Philip Jones
| The advertising business [[electronic resource] ] : operations, creativity, media planning, integrated communications / / edited by John Philip Jones |
| Pubbl/distr/stampa | Thousand Oaks, Calif. ; ; London, : SAGE, c1999 |
| Descrizione fisica | 1 online resource (548 p.) : ill. (some col.) |
| Disciplina | 659.1 |
| Altri autori (Persone) | JonesJohn Philip |
| Soggetto topico | Advertising |
| ISBN |
1-4522-3144-3
0-7619-1238-X 1-4522-6464-3 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto |
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 Chapter 21 - The Creative Characteristics of Successful Television AdvertisingChapter 22 - Comparative Advertising; Chapter 23 - The Unique Selling Proposition and Usage-Pull; Chapter 24 - Truth and Weasels; Chapter 25 - Television Production Costs; Part III - Media Aspects; Chapter 26 - Media-Medium-Mediorum: Media Definitions; Chapter 27 - Television Advertising: Continuity Scheduling (Advertising Without Gaps); Chapter 28 - What Does Effective Frequency Mean Today?; Chapter 29 - Barter Syndication; Chapter 30 - Cable Television; Part IV - Sales Promotions and Specialist Media Chapter 31 - Trends in PromotionsChapter 32 - Integrated Marketing Communications and How It Relates to Traditional Media Advertising; Chapter 33 - Integrated Marketing Communications in Practice; Chapter 34 - A Road Map to On-Line Marketing Strategy; Chapter 35 - Direct Marketing; Chapter 36 - Direct-Response Advertising: Creative Principles; Chapter 37 - Promotions and Advertising: Comparison of Effectiveness; Chapter 38 - Specialty Advertising; Chapter 39 - Event Marketing; Chapter 40 - Sports Marketing and the Super Bowl; Chapter 41 - Business-to-Business Advertising Chapter 42 - Product Packaging: The Silent SalesmanChapter 43 - Public Relations and Advertising; Part V - Legislation and Ethics; Chapter 44 - The Supreme Court of the United States and First Amendment Protection of Advertising; Chapter 45 - Ethics of Advertising: Oxymoron or Good Business Practice?; Name Index; Subject Index; About the Contributors |
| Record Nr. | UNINA-9910779209103321 |
| Thousand Oaks, Calif. ; ; London, : SAGE, c1999 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Advertising organizations and publications [[electronic resource] ] : a resource guide / / edited by John Philip Jones
| Advertising organizations and publications [[electronic resource] ] : a resource guide / / edited by John Philip Jones |
| Pubbl/distr/stampa | Thousand Oaks, Calif. ; ; London, : SAGE, c2000 |
| Descrizione fisica | 1 online resource (366 p.) |
| Disciplina | 659.107 |
| Altri autori (Persone) | JonesJohn Philip |
| Soggetto topico |
Advertising - United States
Advertising |
| Soggetto genere / forma | Electronic books. |
| ISBN |
1-322-41323-1
1-4522-2044-1 1-4522-2186-3 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto |
Cover; Contents; ""Subliminal"" Advertising; Introduction; Part I - Advertising Organizations; Chapter 1 - Advertising Archives-The University of Illinois; Chapter 2 - Advertising Archives-Other Collections; Chapter 3 - The Advertising Association (AA) (United Kingdom); Chapter 4 - The Advertising Council; Chapter 5 - The Advertising Educational Foundation (AEF); Chapter 6 - The Advertising Federation of Australia (AFA); Chapter 7 - Advertising Industry Awards; Chapter 8 - The Advertising Research Foundation (ARF); Chapter 9 - Advertising Seminars International (asi)
Chapter 10 - The American Academy of Advertising (AAA)Chapter 11 - The American Advertising Federation (AAF) and the Advertising Hall of Fame; Chapter 12 - The American Association of Advertising Agencies (AAAA); Chapter 13 - The American Marketing Association (ΑΜΑ); Chapter 14 - Arcature (formerly the Coalition for Brand Equity); Chapter 15 - The Association of National Advertisers (ANA); Chapter 16 - The Audit Bureau of Circulations (ABC); Chapter 17 - British Design and Art Direction (D&AD); Chapter 18 - The Children's Advertising Review Unit (CARU) Chapter 19 - Competitive Media Reporting (CMR)Chapter 20 - The Council for Marketing and Opinion Research (CMOR); Chapter 21 - The Council of American Survey Research Organizations (CASRO); Chapter 22 - Cox Direct-Annual Surveys of Promotional Practices; Chapter 23 - The Direct Marketing Association (DMA); Chapter 24 - The Direct Marketing Educational Foundation (DMEF); Chapter 25 - The European Association of Advertising Agencies (EAAA); Chapter 26 - The European Society for Opinion and Marketing Research (ESOMAR); Chapter 27 - The Federal Trade Commission and How It Regulates Advertising Chapter 28 - The Free-Standing Insert (FSI) CouncilChapter 29 - Genootschap Voor Reclame (GVR); Chapter 30 - Gesamtverband Werbeagenturen (GWA); Chapter 31 - The History of Advertising Trust Archive (HAT) (United Kingdom); Chapter 32 - The Incorporated Society of British Advertisers (ISBA); Chapter 33 - Institut de Recherches et d'Etudes Publicitaires (IREP); Chapter 34 - The Institute of Canadian Advertising (ICA); Chapter 35 - The Institute of Practitioners in Advertising (IPA); Chapter 36 - The International Advertising Association (IAA) Chapter 37 - The International Advertising Festival, CannesChapter 38 - The International Federation of Periodical Publishers (FIPP); Chapter 39 - The International Radio & Television Society Foundation (IRTS); Chapter 40 - The Internet Advertising Bureau (IAB); Chapter 41 - The Magazine Publishers of America (MPA); Chapter 42 - The Marketing Science Institute (MSI); Chapter 43 - The Marketing Society (United Kingdom); Chapter 44 - The Market Research Council; Chapter 45 - The Market Research Society (MRS) (United Kingdom); Chapter 46 - The Market Research Society of Australia (MRSA) Chapter 47 - The Media Research Club of Chicago (MRCC) |
| Record Nr. | UNINA-9910480744303321 |
| Thousand Oaks, Calif. ; ; London, : SAGE, c2000 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Advertising organizations and publications [[electronic resource] ] : a resource guide / / edited by John Philip Jones
| Advertising organizations and publications [[electronic resource] ] : a resource guide / / edited by John Philip Jones |
| Pubbl/distr/stampa | Thousand Oaks, Calif. ; ; London, : SAGE, c2000 |
| Descrizione fisica | 1 online resource (xviii, 346 p.) : ill |
| Disciplina | 659.1125 |
| Altri autori (Persone) | JonesJohn Philip |
| Soggetto topico |
Advertising agencies
Advertising - Societies, etc |
| ISBN |
1-322-41323-1
1-4522-2044-1 1-4522-2186-3 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto |
Cover; Contents; ""Subliminal"" Advertising; Introduction; Part I - Advertising Organizations; Chapter 1 - Advertising Archives-The University of Illinois; Chapter 2 - Advertising Archives-Other Collections; Chapter 3 - The Advertising Association (AA) (United Kingdom); Chapter 4 - The Advertising Council; Chapter 5 - The Advertising Educational Foundation (AEF); Chapter 6 - The Advertising Federation of Australia (AFA); Chapter 7 - Advertising Industry Awards; Chapter 8 - The Advertising Research Foundation (ARF); Chapter 9 - Advertising Seminars International (asi)
Chapter 10 - The American Academy of Advertising (AAA)Chapter 11 - The American Advertising Federation (AAF) and the Advertising Hall of Fame; Chapter 12 - The American Association of Advertising Agencies (AAAA); Chapter 13 - The American Marketing Association (ΑΜΑ); Chapter 14 - Arcature (formerly the Coalition for Brand Equity); Chapter 15 - The Association of National Advertisers (ANA); Chapter 16 - The Audit Bureau of Circulations (ABC); Chapter 17 - British Design and Art Direction (D&AD); Chapter 18 - The Children's Advertising Review Unit (CARU) Chapter 19 - Competitive Media Reporting (CMR)Chapter 20 - The Council for Marketing and Opinion Research (CMOR); Chapter 21 - The Council of American Survey Research Organizations (CASRO); Chapter 22 - Cox Direct-Annual Surveys of Promotional Practices; Chapter 23 - The Direct Marketing Association (DMA); Chapter 24 - The Direct Marketing Educational Foundation (DMEF); Chapter 25 - The European Association of Advertising Agencies (EAAA); Chapter 26 - The European Society for Opinion and Marketing Research (ESOMAR); Chapter 27 - The Federal Trade Commission and How It Regulates Advertising Chapter 28 - The Free-Standing Insert (FSI) CouncilChapter 29 - Genootschap Voor Reclame (GVR); Chapter 30 - Gesamtverband Werbeagenturen (GWA); Chapter 31 - The History of Advertising Trust Archive (HAT) (United Kingdom); Chapter 32 - The Incorporated Society of British Advertisers (ISBA); Chapter 33 - Institut de Recherches et d'Etudes Publicitaires (IREP); Chapter 34 - The Institute of Canadian Advertising (ICA); Chapter 35 - The Institute of Practitioners in Advertising (IPA); Chapter 36 - The International Advertising Association (IAA) Chapter 37 - The International Advertising Festival, CannesChapter 38 - The International Federation of Periodical Publishers (FIPP); Chapter 39 - The International Radio & Television Society Foundation (IRTS); Chapter 40 - The Internet Advertising Bureau (IAB); Chapter 41 - The Magazine Publishers of America (MPA); Chapter 42 - The Marketing Science Institute (MSI); Chapter 43 - The Marketing Society (United Kingdom); Chapter 44 - The Market Research Council; Chapter 45 - The Market Research Society (MRS) (United Kingdom); Chapter 46 - The Market Research Society of Australia (MRSA) Chapter 47 - The Media Research Club of Chicago (MRCC) |
| Record Nr. | UNINA-9910779122703321 |
| Thousand Oaks, Calif. ; ; London, : SAGE, c2000 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
How advertising works [[electronic resource] ] : the role of research / / edited by John Philip Jones
| How advertising works [[electronic resource] ] : the role of research / / edited by John Philip Jones |
| Pubbl/distr/stampa | Thousand Oaks, Calif. ; ; London, : SAGE, c1998 |
| Descrizione fisica | 1 online resource (373 p.) |
| Disciplina | 659.1 |
| Altri autori (Persone) | JonesJohn Philip |
| Soggetto topico |
Advertising - Research
Advertising |
| Soggetto genere / forma | Electronic books. |
| ISBN |
1-4522-3150-8
0-7619-1240-1 1-4522-6756-1 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Record Nr. | UNINA-9910480266803321 |
| Thousand Oaks, Calif. ; ; London, : SAGE, c1998 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
How advertising works [[electronic resource] ] : the role of research / / edited by John Philip Jones
| How advertising works [[electronic resource] ] : the role of research / / edited by John Philip Jones |
| Pubbl/distr/stampa | Thousand Oaks, Calif. ; ; London, : SAGE, c1998 |
| Descrizione fisica | 1 online resource (358 p.) : ill., facsims |
| Disciplina | 659.1 |
| Altri autori (Persone) | JonesJohn Philip |
| Soggetto topico |
Advertising
Advertising - Research |
| ISBN |
1-4522-3150-8
0-7619-1240-1 1-4522-6756-1 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Record Nr. | UNINA-9910791720803321 |
| Thousand Oaks, Calif. ; ; London, : SAGE, c1998 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
How to use advertising to build strong brands [[electronic resource] /] / edited by John Philip Jones
| How to use advertising to build strong brands [[electronic resource] /] / edited by John Philip Jones |
| Autore | Jones John Philip |
| Pubbl/distr/stampa | Thousand Oaks, Calif. ; ; London, : SAGE, c1999 |
| Descrizione fisica | 1 online resource (407 p.) |
| Disciplina | 659.1 |
| Altri autori (Persone) | JonesJohn Philip |
| Soggetto topico |
REFERENCE
Consumer Guides Advertising - Brand name products Brand name products Commerce Business & Economics Advertising |
| ISBN |
1-4522-3139-7
0-7619-1242-8 1-4522-6755-3 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Record Nr. | UNINA-9910481036503321 |
Jones John Philip
|
||
| Thousand Oaks, Calif. ; ; London, : SAGE, c1999 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
How to use advertising to build strong brands [[electronic resource] /] / edited by John Philip Jones
| How to use advertising to build strong brands [[electronic resource] /] / edited by John Philip Jones |
| Pubbl/distr/stampa | Thousand Oaks, Calif. ; ; London, : SAGE, c1999 |
| Descrizione fisica | 1 online resource (394 p.) : ill |
| Disciplina | 659.1 |
| Altri autori (Persone) | JonesJohn Philip |
| Soggetto topico |
Advertising - Brand name products
Brand name products |
| ISBN |
1-4522-3139-7
0-7619-1242-8 1-4522-6755-3 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Record Nr. | UNINA-9910791720703321 |
| Thousand Oaks, Calif. ; ; London, : SAGE, c1999 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
International advertising [[electronic resource] ] : realities and myths / / edited by John Philip Jones
| International advertising [[electronic resource] ] : realities and myths / / edited by John Philip Jones |
| Pubbl/distr/stampa | Thousand Oaks, Calif. ; ; London, : SAGE, c2000 |
| Descrizione fisica | 1 online resource (423 p.) |
| Disciplina | 659.1 |
| Altri autori (Persone) | JonesJohn Philip |
| Soggetto topico |
Advertising
Advertising media planning Comparative advertising |
| Soggetto genere / forma | Electronic books. |
| ISBN |
0-7619-1244-4
1-322-41705-9 1-4522-6458-9 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto |
Cover; Contents; Chapter 1 - Introduction: The Vicissitudes of International Advertising; Part I - The Realities of International Advertising; Chapter 2 - International Advertising Developments; Chapter 3 - International Advertising: How Far Can It Fly?; Chapter 4 - Alice in Disneyland: A Creative View of International Advertising; Chapter 5 - Brand and Consumer Values in Global Marketing; Chapter 6 - Mapping Cultural Values for Global Marketing and Advertising; Chapter 7 - Women as an Advertising Target: An International Overview; Chapter 8 - Media May Be Global, but Is Youth?
Part II - An International CircumnavigationChapter 9 - Rational Arguments and Emotional Envelopes: American and British Advertising Compared; Chapter 10 - The Power of Advertising, Myths and Realities: Evidence From Norway; Chapter 11 - Print Advertising-and How an American Creative Man Learned to Operate in an International Environment; Chapter 12 - The Emergence of Advertising in Russia; Chapter 13 - Australia: A Western or Eastern Advertising Market?; Chapter 14 - The Emperor's New Clothes: A View From Australia on the Creative Process; Chapter 15 - Japan: The Advertising Agency Scene Chapter 16 - The Asia Pacific TigersChapter 17 - Is India an Asian Tiger?; Chapter 18 - China: Advertising Yesterday and Today; Part III - An International Perspective on Measurement and Evaluation; Chapter 19 - How Single-Source Research First Developed; Chapter 20 - Short-Term Advertising Strength: New Empirical Evidence From Norway; Chapter 21 - The Effectiveness of Television Advertising in France; Chapter 22 - Test Marketing-and Some Notes on Iceland, a Totally Isolated Marketing Environment; Chapter 23 - Modeling the Marketing Process: Innovation From Japan Chapter 24 - Media Synergy: Evidence From GermanyChapter 25 - What Do We Know of Mixed Media Effects? More Evidence From Germany; Chapter 26 - Advertising Likability: A View From South Africa; Chapter 27 - Pioneer Work on Advertising Evaluation: The Institute of Practitioners in Advertising's Advertising Effectiveness Awards; Index; About the Contributors |
| Record Nr. | UNINA-9910480295703321 |
| Thousand Oaks, Calif. ; ; London, : SAGE, c2000 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
International advertising [[electronic resource] ] : realities and myths / / edited by John Philip Jones
| International advertising [[electronic resource] ] : realities and myths / / edited by John Philip Jones |
| Pubbl/distr/stampa | Thousand Oaks, Calif. ; ; London, : SAGE, c2000 |
| Descrizione fisica | 1 online resource (412 p.) : ill |
| Disciplina | 659.1 |
| Altri autori (Persone) | JonesJohn Philip |
| Soggetto topico |
Advertising
Advertising media planning Comparative advertising |
| ISBN |
0-7619-1244-4
1-322-41705-9 1-4522-6458-9 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto |
Cover; Contents; Chapter 1 - Introduction: The Vicissitudes of International Advertising; Part I - The Realities of International Advertising; Chapter 2 - International Advertising Developments; Chapter 3 - International Advertising: How Far Can It Fly?; Chapter 4 - Alice in Disneyland: A Creative View of International Advertising; Chapter 5 - Brand and Consumer Values in Global Marketing; Chapter 6 - Mapping Cultural Values for Global Marketing and Advertising; Chapter 7 - Women as an Advertising Target: An International Overview; Chapter 8 - Media May Be Global, but Is Youth?
Part II - An International CircumnavigationChapter 9 - Rational Arguments and Emotional Envelopes: American and British Advertising Compared; Chapter 10 - The Power of Advertising, Myths and Realities: Evidence From Norway; Chapter 11 - Print Advertising-and How an American Creative Man Learned to Operate in an International Environment; Chapter 12 - The Emergence of Advertising in Russia; Chapter 13 - Australia: A Western or Eastern Advertising Market?; Chapter 14 - The Emperor's New Clothes: A View From Australia on the Creative Process; Chapter 15 - Japan: The Advertising Agency Scene Chapter 16 - The Asia Pacific TigersChapter 17 - Is India an Asian Tiger?; Chapter 18 - China: Advertising Yesterday and Today; Part III - An International Perspective on Measurement and Evaluation; Chapter 19 - How Single-Source Research First Developed; Chapter 20 - Short-Term Advertising Strength: New Empirical Evidence From Norway; Chapter 21 - The Effectiveness of Television Advertising in France; Chapter 22 - Test Marketing-and Some Notes on Iceland, a Totally Isolated Marketing Environment; Chapter 23 - Modeling the Marketing Process: Innovation From Japan Chapter 24 - Media Synergy: Evidence From GermanyChapter 25 - What Do We Know of Mixed Media Effects? More Evidence From Germany; Chapter 26 - Advertising Likability: A View From South Africa; Chapter 27 - Pioneer Work on Advertising Evaluation: The Institute of Practitioners in Advertising's Advertising Effectiveness Awards; Index; About the Contributors |
| Record Nr. | UNINA-9910779209403321 |
| Thousand Oaks, Calif. ; ; London, : SAGE, c2000 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||