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Advertising and entry- deterrence / Giacomo Bonanno
| Advertising and entry- deterrence / Giacomo Bonanno |
| Autore | Bonanno, Giacomo |
| Pubbl/distr/stampa | Torino : Associazione borsisti Luciano Jona, 1985 |
| Descrizione fisica | 58 p. ; 30 cm |
| Disciplina | 659.1 |
| Collana | Associazione borsisti Luciano Jona working paper series ; 6 |
| Soggetto topico | Pubblicità |
| Formato | Materiale a stampa  |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Record Nr. | UNISALENTO-991001970429707536 |
Bonanno, Giacomo
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| Torino : Associazione borsisti Luciano Jona, 1985 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. del Salento | ||
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Advertising and market power / William S. Comanor and Thomas A. Wilson
| Advertising and market power / William S. Comanor and Thomas A. Wilson |
| Autore | Comanor, William S. |
| Pubbl/distr/stampa | Cambridge, Mass. : Harvard University Press, 1974 |
| Descrizione fisica | xvi, 257 p. : ill. ; 25 cm |
| Disciplina | 659.1 |
| Altri autori (Persone) | Wilson, Thomas A. |
| Collana | Harvard economic studies |
| Soggetto non controllato |
Analisi economica - Metodi quantitativi
Pubblicità |
| ISBN | 0674005805 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Record Nr. | UNINA-990003005120403321 |
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Comanor, William S.
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| Cambridge, Mass. : Harvard University Press, 1974 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
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Advertising and promotion for retailing : text and cases / Laurence W. Jacobs
| Advertising and promotion for retailing : text and cases / Laurence W. Jacobs |
| Autore | JACOBS, Laurence W. |
| Pubbl/distr/stampa | Glenview [etc.] : Scott, Foresman and C., c1972 |
| Descrizione fisica | 248 p. ; 23 cm |
| Disciplina | 659.1 |
| Soggetto topico | Pubblicità |
| ISBN | 0673076792 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Record Nr. | UNISA-990003236770203316 |
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JACOBS, Laurence W.
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| Glenview [etc.] : Scott, Foresman and C., c1972 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. di Salerno | ||
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Advertising as communication / G. Dyer
| Advertising as communication / G. Dyer |
| Autore | DIYER, Gillian |
| Pubbl/distr/stampa | London ; New York, : Methuen, 1982 |
| Descrizione fisica | XIV, 230 p. : ill. ; 21 cm. |
| Disciplina | 659.1(PUBBLICITA') |
| Soggetto topico | PUBBLICITA' |
| ISBN | 04-16-74530-X |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Record Nr. | UNIOR-UON00339639 |
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DIYER, Gillian
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| London ; New York, : Methuen, 1982 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. L'Orientale | ||
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Advertising at the Point of Purchase / edited and compiled by the Association of National advertisers ; with the cooperation of the Point-of-Purchase advertising institute
| Advertising at the Point of Purchase / edited and compiled by the Association of National advertisers ; with the cooperation of the Point-of-Purchase advertising institute |
| Pubbl/distr/stampa | New York, : McGraw-Hill, 1957 |
| Descrizione fisica | VII, 240 p. : ill. ; 24 cm |
| Disciplina | 659.1 |
| Soggetto non controllato | Pubblicità |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Record Nr. | UNINA-990002618880403321 |
| New York, : McGraw-Hill, 1957 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
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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 | ||
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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 (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 | ||
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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 (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-9910813307503321 |
| Thousand Oaks, Calif. ; ; London, : SAGE, c1999 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
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Advertising by design : generating and designing creative ideas across media / / Robin Landa
| Advertising by design : generating and designing creative ideas across media / / Robin Landa |
| Autore | Landa Robin |
| Edizione | [Third edition.] |
| Pubbl/distr/stampa | Hoboken, New Jersey : , : Wiley, , 2016 |
| Descrizione fisica | 563p |
| Disciplina | 659.1 |
| Soggetto topico |
Advertising
Creative ability in business |
| Soggetto genere / forma | Electronic books. |
| ISBN |
1-118-97106-X
1-118-97105-1 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Record Nr. | UNINA-9910149407203321 |
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Landa Robin
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| Hoboken, New Jersey : , : Wiley, , 2016 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
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Advertising by design : generating and designing creative ideas across media / / Robin Landa
| Advertising by design : generating and designing creative ideas across media / / Robin Landa |
| Autore | Landa Robin |
| Edizione | [Third edition.] |
| Pubbl/distr/stampa | Hoboken, New Jersey : , : Wiley, , 2016 |
| Descrizione fisica | 1 online resource (563 pages) |
| Disciplina | 659.1 |
| Soggetto topico |
Advertising
Creative ability in business |
| ISBN |
1-118-97106-X
1-118-97105-1 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Record Nr. | UNINA-9910796080203321 |
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Landa Robin
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| Hoboken, New Jersey : , : Wiley, , 2016 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
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