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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-9910539200903321 |
| 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 |
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 explained / / Dennis Caton
| Advertising explained / / Dennis Caton |
| Autore | Caton Dennis. |
| Pubbl/distr/stampa | Abingdon, Oxon : , : Routledge, , 2013 |
| Descrizione fisica | 1 online resource (117 p.) |
| Disciplina | 659.1 |
| Collana | Routledge Library Editions: Advertising |
| Soggetto topico | Advertising |
| Soggetto genere / forma | Electronic books. |
| ISBN |
1-136-66426-2
0-203-58351-5 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto | Cover; Advertising Explained; Title Page; Copyright Page; Original Title Page; Original Copyright Page; Table of Contents; 1. Words of Warning; 2. Why Advertise ?; 3. The Media; The Press; Outdoor Publicity; Film Advertising; Radio Advertising; Point of Sale Publicity; Direct Mail; 4 The Mechanics of Advertising; Paper and Printing; Mechanical Production; Colour Work; Adaptation of Press Advertisements; 5. The Advertising Agency; 6 The Science of Advertising; Advertising Strategy; Advertising Tactics; 7 Overseas Advertising; 8Now You Know |
| Record Nr. | UNINA-9910462580303321 |
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Caton Dennis.
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| Abingdon, Oxon : , : Routledge, , 2013 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Advertising explained / / Dennis Caton
| Advertising explained / / Dennis Caton |
| Autore | Caton Dennis. |
| Pubbl/distr/stampa | Abingdon, Oxon : , : Routledge, , 2013 |
| Descrizione fisica | 1 online resource (117 p.) |
| Disciplina | 659.1 |
| Collana | Routledge Library Editions: Advertising |
| Soggetto topico | Advertising |
| Soggetto genere / forma | Electronic books. |
| ISBN |
1-136-66433-5
1-136-66426-2 0-203-58351-5 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto | Cover; Advertising Explained; Title Page; Copyright Page; Original Title Page; Original Copyright Page; Table of Contents; 1. Words of Warning; 2. Why Advertise ?; 3. The Media; The Press; Outdoor Publicity; Film Advertising; Radio Advertising; Point of Sale Publicity; Direct Mail; 4 The Mechanics of Advertising; Paper and Printing; Mechanical Production; Colour Work; Adaptation of Press Advertisements; 5. The Advertising Agency; 6 The Science of Advertising; Advertising Strategy; Advertising Tactics; 7 Overseas Advertising; 8Now You Know |
| Record Nr. | UNINA-9910538183703321 |
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Caton Dennis.
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| Abingdon, Oxon : , : Routledge, , 2013 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
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Advertising in Contemporary Consumer Culture [[electronic resource] /] / by Hélène de Burgh-Woodman
| Advertising in Contemporary Consumer Culture [[electronic resource] /] / by Hélène de Burgh-Woodman |
| Autore | de Burgh-Woodman Hélène |
| Edizione | [1st ed. 2018.] |
| Pubbl/distr/stampa | Cham : , : Springer International Publishing : , : Imprint : Palgrave Macmillan, , 2018 |
| Descrizione fisica | 1 online resource (275 pages) |
| Disciplina | 659.1 |
| Soggetto topico |
Marketing
Communication Motion pictures and television Culture—Study and teaching Media and Communication Screen Studies Cultural Theory |
| ISBN | 3-319-77944-3 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto | 1. Introduction -- 2. Postmodern Culture, Convergence and Advertising -- 3. Assemblage Thinking -- 4. Intensities and the Singular Assemblage: Becomings -- 5. Intensities and the Singular Assemblage: Time and Space -- 6. Extensions and the Advertising Suite -- 7. The Oeuvre as Assemblage -- 8. The Assembled Advertisement and the Consumer. |
| Record Nr. | UNINA-9910298200103321 |
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de Burgh-Woodman Hélène
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| Cham : , : Springer International Publishing : , : Imprint : Palgrave Macmillan, , 2018 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
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Advertising procedure / Otto Kleppner
| Advertising procedure / Otto Kleppner |
| Autore | KLEPPNER, Otto |
| Edizione | [6. ed] |
| Pubbl/distr/stampa | Englewood Cliffs : Prentice Hall, 1973 |
| Descrizione fisica | 748 p. ; 24 cm |
| Disciplina | 659.1 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Record Nr. | UNISA-990002229030203316 |
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KLEPPNER, Otto
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| Englewood Cliffs : Prentice Hall, 1973 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. di Salerno | ||
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Advertising, sales and promotion management [[electronic resource] /] / S.A. Chunwalla
| Advertising, sales and promotion management [[electronic resource] /] / S.A. Chunwalla |
| Autore | Chunawalla S. A |
| Edizione | [Rev. ed.] |
| Pubbl/distr/stampa | Mumbai [India], : Himalaya Pub. House, 2008 |
| Descrizione fisica | 1 online resource (529 p.) |
| Disciplina | 659.1 |
| Soggetto topico |
Advertising
Selling Sales promotion - Management |
| Soggetto genere / forma | Electronic books. |
| ISBN |
1-64287-558-9
1-282-80368-9 9786612803680 93-5044-096-2 1-4416-8717-3 600-00-2803-2 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto |
COVER; CONTENTS; BASIC CONCEPTS OF PROMOTION AND COMMUNICATION; FUNDAMENTALS OF ADVERTISING; ADVERTISING RESEARCH; MARKETING AND ADVERTISING PLANNING; ADVERTISING AGENCY; MARKET ANALYSIS: SEGMENTATION AND TARGETING; CREATIVITY, CREATIVE STRATEGY AND COPYWRITING; ART DIRECTION; MEDIA PLANNING; PRINT MEDIA; ELECTRONIC MEDIA: TV-THE NEW GOLDEN GOOSE; ELECTRONIC MEDIA: RADIO; OUTDOOR AND TRANSIT MEDIA; MEDIA OF THE NEW MILLENNIUM-INTERNET; ADVERTISING REGULATION; WORD OF MOUTH ADVERTISING; DIRECT MARKETING; SALES PROMOTION; PUBLIC RELATIONS; NATURE AND SCOPE OF SALES MANAGEMENT
SALES MANAGEMENT, PERSONAL SELLING AND SALESMANSHIPPERSONAL SELLING OBJECTIVES; SALES - RELATED MARKETING POLICIES; PERSONAL SELLING STRATEGY; THE JOB OF A SALES MANAGER; SALES ORGANISATION; PERSONNEL MANAGEMENT IN THE SELLING FIELD; RECRUITING SALES PERSONNEL; SELECTING SALES PERSONNEL; SALES TRAINING; EXECUTION AND EVALUATION OF SALES TRAINING PROGRAMMES; MOTIVATION AND MORALE OF SALES PERSONS; COMPENSATING SALES PERSONS; MANAGEMENT OF SALES EXPENSES; SALES MEETINGS AND SALES CONTESTS; CONTROLLING SALES PEOPLE - EVALUATION AND SUPERVISION; SALES BUDGET; SALES QUOTAS; SALES TERRITORIES SALES CONTROL AND COST ANALYSISCASE STUDIES |
| Record Nr. | UNINA-9910458764003321 |
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Chunawalla S. A
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||
| Mumbai [India], : Himalaya Pub. House, 2008 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Advertising, sales and promotion management [[electronic resource] /] / S.A. Chunwalla
| Advertising, sales and promotion management [[electronic resource] /] / S.A. Chunwalla |
| Autore | Chunawalla S. A |
| Edizione | [Rev. ed.] |
| Pubbl/distr/stampa | Mumbai [India], : Himalaya Pub. House, 2008 |
| Descrizione fisica | 1 online resource (529 p.) |
| Disciplina | 659.1 |
| Soggetto topico |
Advertising
Selling Sales promotion - Management |
| Soggetto genere / forma | Electronic books. |
| ISBN |
1-64287-558-9
1-282-80368-9 9786612803680 93-5044-096-2 1-4416-8717-3 600-00-2803-2 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto |
COVER; CONTENTS; BASIC CONCEPTS OF PROMOTION AND COMMUNICATION; FUNDAMENTALS OF ADVERTISING; ADVERTISING RESEARCH; MARKETING AND ADVERTISING PLANNING; ADVERTISING AGENCY; MARKET ANALYSIS: SEGMENTATION AND TARGETING; CREATIVITY, CREATIVE STRATEGY AND COPYWRITING; ART DIRECTION; MEDIA PLANNING; PRINT MEDIA; ELECTRONIC MEDIA: TV-THE NEW GOLDEN GOOSE; ELECTRONIC MEDIA: RADIO; OUTDOOR AND TRANSIT MEDIA; MEDIA OF THE NEW MILLENNIUM-INTERNET; ADVERTISING REGULATION; WORD OF MOUTH ADVERTISING; DIRECT MARKETING; SALES PROMOTION; PUBLIC RELATIONS; NATURE AND SCOPE OF SALES MANAGEMENT
SALES MANAGEMENT, PERSONAL SELLING AND SALESMANSHIPPERSONAL SELLING OBJECTIVES; SALES - RELATED MARKETING POLICIES; PERSONAL SELLING STRATEGY; THE JOB OF A SALES MANAGER; SALES ORGANISATION; PERSONNEL MANAGEMENT IN THE SELLING FIELD; RECRUITING SALES PERSONNEL; SELECTING SALES PERSONNEL; SALES TRAINING; EXECUTION AND EVALUATION OF SALES TRAINING PROGRAMMES; MOTIVATION AND MORALE OF SALES PERSONS; COMPENSATING SALES PERSONS; MANAGEMENT OF SALES EXPENSES; SALES MEETINGS AND SALES CONTESTS; CONTROLLING SALES PEOPLE - EVALUATION AND SUPERVISION; SALES BUDGET; SALES QUOTAS; SALES TERRITORIES SALES CONTROL AND COST ANALYSISCASE STUDIES |
| Record Nr. | UNINA-9910526025003321 |
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Chunawalla S. A
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| Mumbai [India], : Himalaya Pub. House, 2008 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Advertising, the media and globalisation : a world in motion / / John Sinclair
| Advertising, the media and globalisation : a world in motion / / John Sinclair |
| Autore | Sinclair John <1944-, > |
| Pubbl/distr/stampa | Abingdon, Oxon ; ; New York, N.Y. : , : Routledge, , 2012 |
| Descrizione fisica | 1 online resource (169 p.) |
| Disciplina | 659.1 |
| Soggetto topico |
Advertising - Social aspects
Mass media Globalization - Social aspects |
| Soggetto genere / forma | Electronic books. |
| ISBN |
1-280-68224-8
9786613659187 1-136-50098-7 0-203-14364-7 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto | Cover; Advertising, the Media and Globalisation; Copyright; Contents; List of figures; List of tables; Acknowledgements; 1. Advertising as an object of study; 2. Global trends in the advertising industry; 3. Advertising and the media in motion; 4. Current trends in advertising, media and society; 5. Advertising, globalisation and world regions; Coda; Bibliography; Index |
| Record Nr. | UNINA-9910451673003321 |
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Sinclair John <1944-, >
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||
| Abingdon, Oxon ; ; New York, N.Y. : , : Routledge, , 2012 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Advertising, the media and globalisation : a world in motion / / John Sinclair
| Advertising, the media and globalisation : a world in motion / / John Sinclair |
| Autore | Sinclair John <1944-, > |
| Pubbl/distr/stampa | Abingdon, Oxon ; ; New York, N.Y. : , : Routledge, , 2012 |
| Descrizione fisica | 1 online resource (169 p.) |
| Disciplina | 659.1 |
| Soggetto topico |
Advertising - Social aspects
Mass media Globalization - Social aspects |
| Soggetto genere / forma | Electronic books. |
| ISBN |
1-136-50097-9
1-280-68224-8 9786613659187 1-136-50098-7 0-203-14364-7 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto | Cover; Advertising, the Media and Globalisation; Copyright; Contents; List of figures; List of tables; Acknowledgements; 1. Advertising as an object of study; 2. Global trends in the advertising industry; 3. Advertising and the media in motion; 4. Current trends in advertising, media and society; 5. Advertising, globalisation and world regions; Coda; Bibliography; Index |
| Record Nr. | UNINA-9910532172203321 |
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Sinclair John <1944-, >
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| Abingdon, Oxon ; ; New York, N.Y. : , : Routledge, , 2012 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
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