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Politische Bilder lesen : Ein Werkzeugkasten zur Bildanalyse / / hrsg. von Nicole Kreckel, Melanie M. Dietz
| Politische Bilder lesen : Ein Werkzeugkasten zur Bildanalyse / / hrsg. von Nicole Kreckel, Melanie M. Dietz |
| Edizione | [1st ed.] |
| Pubbl/distr/stampa | Bielefeld : , : transcript Verlag, , [2022] |
| Descrizione fisica | 1 online resource (246 p.) |
| Disciplina | 659.1 |
| Collana | Image |
| Soggetto topico | ART / Criticism |
| Soggetto non controllato |
Advertising
Art Civic Education Fine Arts Image Interdisciplinarity Media Meme Metaphor Political Art Politics Qualitative Methods Society Visual Studies |
| ISBN | 3-8394-6234-7 |
| Formato | Materiale a stampa  |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | ger |
| Nota di contenuto | Frontmatter -- Inhalt -- Politische Bilder lesen -- Künstlerische Fotografie -- Jax Back/Jax Revealed -- Ambige Fotokunst & queer(end)-politisches Engagement -- Das kleine Einmaleins der Kunstgeschichte -- Plakatbilder im Öffentlichen Raum -- Plakativ(es Lesen) -- Eine Litfaßsäule im Frankfurter Bahnhofsviertel -- Protest- und Krisenbilder -- »Und dann kniet da ein weißer Polizist!« -- Die »Karen-Debatte« und ein Protestbild -- Bildmetaphern und Bildmetaphorik -- Politiker*innen im Bild -- Merkel trifft Klimaaktivist*innen -- Ein über Proteste jubelnder Präsident -- Memes und Memefizierung -- After Inauguration -- Peter Altmaier, Peter Parker und der Meerjungfraumann -- Autor*innen -- Danksagung |
| Record Nr. | UNINA-9910831592203321 |
| Bielefeld : , : transcript Verlag, , [2022] | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Politische Bilder lesen : Ein Werkzeugkasten zur Bildanalyse / / hrsg. von Nicole Kreckel, Melanie M. Dietz
| Politische Bilder lesen : Ein Werkzeugkasten zur Bildanalyse / / hrsg. von Nicole Kreckel, Melanie M. Dietz |
| Edizione | [1st ed.] |
| Pubbl/distr/stampa | Bielefeld : , : transcript Verlag, , [2022] |
| Descrizione fisica | 1 online resource (246 p.) |
| Disciplina | 659.1 |
| Collana | Image |
| Soggetto topico | ART / Criticism |
| Soggetto non controllato |
Advertising
Art Civic Education Fine Arts Image Interdisciplinarity Media Meme Metaphor Political Art Politics Qualitative Methods Society Visual Studies |
| ISBN | 3-8394-6234-7 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | ger |
| Nota di contenuto | Frontmatter -- Inhalt -- Politische Bilder lesen -- Künstlerische Fotografie -- Jax Back/Jax Revealed -- Ambige Fotokunst & queer(end)-politisches Engagement -- Das kleine Einmaleins der Kunstgeschichte -- Plakatbilder im Öffentlichen Raum -- Plakativ(es Lesen) -- Eine Litfaßsäule im Frankfurter Bahnhofsviertel -- Protest- und Krisenbilder -- »Und dann kniet da ein weißer Polizist!« -- Die »Karen-Debatte« und ein Protestbild -- Bildmetaphern und Bildmetaphorik -- Politiker*innen im Bild -- Merkel trifft Klimaaktivist*innen -- Ein über Proteste jubelnder Präsident -- Memes und Memefizierung -- After Inauguration -- Peter Altmaier, Peter Parker und der Meerjungfraumann -- Autor*innen -- Danksagung |
| Record Nr. | UNISA-996582042303316 |
| Bielefeld : , : transcript Verlag, , [2022] | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. di Salerno | ||
| ||
Portrait de l'Italie actuelle / sous la directionde Sabino Cassese
| Portrait de l'Italie actuelle / sous la directionde Sabino Cassese |
| Autore | CASSESE, Sabino |
| Pubbl/distr/stampa | Paris : La documentation française, 2001 |
| Descrizione fisica | 181 p. ; 23 cm |
| Disciplina | 659.1 |
| Collana | Notes et études documentaires |
| Soggetto topico | Società - Italia - Sec. 19.-20 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | fre |
| Record Nr. | UNISA-990000477000203316 |
CASSESE, Sabino
|
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| Paris : La documentation française, 2001 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. di Salerno | ||
| ||
Positioning: the battle for your mind / Al Ries, Jack Trout
| Positioning: the battle for your mind / Al Ries, Jack Trout |
| Autore | RIES, Al |
| Edizione | [20. anniversary edition] |
| Pubbl/distr/stampa | New York [etc.] : McGraw-Hill |
| Descrizione fisica | XII, 246 p. ; 21x20 cm |
| Disciplina | 659.1 |
| Altri autori (Persone) | TROUT, Jack |
| Soggetto topico | Pubblicità |
| ISBN | 0-07-135916-8 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Record Nr. | UNISA-990002393410203316 |
|
RIES, Al
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| New York [etc.] : McGraw-Hill | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. di Salerno | ||
| ||
The Practice of Advertising
| The Practice of Advertising |
| Autore | Mackay Adrian |
| Edizione | [5th ed.] |
| Pubbl/distr/stampa | New York, : Routledge, Sept. 2004 |
| Descrizione fisica | 1 online resource (393 p.) |
| Disciplina | 659.1 |
| Soggetto topico |
Advertising
Advertising - Methodology |
| Soggetto genere / forma | Electronic books. |
| ISBN |
1-136-37246-6
1-281-00336-0 9786611003364 0-08-047392-X |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto |
Cover; The Practice of Advertising; Copyright; Contents; List of Contributors; Preface; Chapter 1. Marketing - and the Place of Advertising within It; Learning outcomes; 1.1 What does marketing mean?; 1.2 The marketing concept; 1.3 The marketing process; 1.4 The changing marketing environment; 1.5 Customers and their behaviour; 1.6 The need for marketing research; 1.7 The 'old' marketing mix; 1.8 The modern marketing mix; 1.9 Strategic marketing planning; 1.10 Marketing communications; 1.11 Choosing methods of communication; 1.12 Summary; Notes; Chapter 2. How Advertising Works
Learning outcomes2.1 What is advertising?; 2.2 The role of advertising in 'selling'; 2.3 A history of theories; 2.4 What acts on whom - individuals and herds; 2.5 Individuals' reaction to advertising; 2.6 King's scale of immediacy; 2.7 Incongruency and consistency; 2.8 Towards a synthesis; 2.9 Summary; Notes; Chapter 3. Integrated Marketing Communications; Learning outcomes; 3.1 Introduction; 3.2 Integrated marketing communications in action; 3.3 The benefits of integration; 3.4 Evaluating the benefits of integrated marketing communications; 3.5 Introducing an integrated marketing programme 3.6 SummaryFurther reading; Chapter 4. The Advertiser; Learning outcomes; 4.1 Who or what is 'the advertiser'?; 4.2 The value of the brief; 4.3 Why use an agency?; 4.4 So how should an advertiser choose an agency?; 4.5 So what of the responsibility of the advertiser?; 4.6 Why thank advertisers?; 4.7 Summary; Chapter 5. The Advertising Agency; Learning outcomes; 5.1 Introduction; 5.2 The origin of the advertising agency; 5.3 The evolution of the advertising agency; 5.4 Types of advertising agency; 5.5 The structure of a modern advertising agency; 5.6 The client brief; 5.7 Agency remuneration 5.8 Managing client/agency relationships5.9 Summary; Further reading; Chapter 6. Media; Learning outcomes; 6.1 Setting the scene; 6.2 Television; 6.3 The press; 6.4 Radio; 6.5 Cinema; 6.6 Outdoor advertising; 6.7 The internet; 6.8 Discussion points; 6.9 Conclusions; 6.10 Summary; Further reading; Chapter 7. Advertising Creativity; Learning outcomes; 7.1 What is it?; 7.2 The creative department; 7.3 Drivers of advertising creativity; 7.4 Creating the creative idea; 7.5 How do creative teams create?; 7.6 Ten tips on how to judge creativity; 7.7 Selling creativity; 7.8 Discussion points 7.9 SummaryFurther reading; Chapter 8. Press Production; Learning outcomes; 8.1 Introduction; 8.2 Tasks (technical breakout on pre-press and publication specifications); 8.3 Trends (the agency model now and the future?); 8.4 Trends (market pressures); 8.5 Case study; 8.6 Summary; Useful links; Chapter 9. TV, Radio and Cinema Production; Learning outcomes; 9.1 TV production; 9.2 Cinema; 9.3 Radio; 9.4 Conclusions; 9.5 Summary; Chapter 10. Printing; Learning outcomes; 10.1 Introduction; 10.2 Production processes; 10.3 Original image production; 10.4 Paper sizes; 10.5 Desktop publishing 10.6 Pre-press |
| Record Nr. | UNINA-9910457689703321 |
|
Mackay Adrian
|
||
| New York, : Routledge, Sept. 2004 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
The Practice of Advertising
| The Practice of Advertising |
| Autore | Mackay Adrian |
| Edizione | [5th ed.] |
| Pubbl/distr/stampa | New York, : Routledge, Sept. 2004 |
| Descrizione fisica | 1 online resource (393 p.) |
| Disciplina | 659.1 |
| Soggetto topico |
Advertising
Advertising - Methodology |
| ISBN |
1-136-37246-6
1-281-00336-0 9786611003364 0-08-047392-X |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto |
Cover; The Practice of Advertising; Copyright; Contents; List of Contributors; Preface; Chapter 1. Marketing - and the Place of Advertising within It; Learning outcomes; 1.1 What does marketing mean?; 1.2 The marketing concept; 1.3 The marketing process; 1.4 The changing marketing environment; 1.5 Customers and their behaviour; 1.6 The need for marketing research; 1.7 The 'old' marketing mix; 1.8 The modern marketing mix; 1.9 Strategic marketing planning; 1.10 Marketing communications; 1.11 Choosing methods of communication; 1.12 Summary; Notes; Chapter 2. How Advertising Works
Learning outcomes2.1 What is advertising?; 2.2 The role of advertising in 'selling'; 2.3 A history of theories; 2.4 What acts on whom - individuals and herds; 2.5 Individuals' reaction to advertising; 2.6 King's scale of immediacy; 2.7 Incongruency and consistency; 2.8 Towards a synthesis; 2.9 Summary; Notes; Chapter 3. Integrated Marketing Communications; Learning outcomes; 3.1 Introduction; 3.2 Integrated marketing communications in action; 3.3 The benefits of integration; 3.4 Evaluating the benefits of integrated marketing communications; 3.5 Introducing an integrated marketing programme 3.6 SummaryFurther reading; Chapter 4. The Advertiser; Learning outcomes; 4.1 Who or what is 'the advertiser'?; 4.2 The value of the brief; 4.3 Why use an agency?; 4.4 So how should an advertiser choose an agency?; 4.5 So what of the responsibility of the advertiser?; 4.6 Why thank advertisers?; 4.7 Summary; Chapter 5. The Advertising Agency; Learning outcomes; 5.1 Introduction; 5.2 The origin of the advertising agency; 5.3 The evolution of the advertising agency; 5.4 Types of advertising agency; 5.5 The structure of a modern advertising agency; 5.6 The client brief; 5.7 Agency remuneration 5.8 Managing client/agency relationships5.9 Summary; Further reading; Chapter 6. Media; Learning outcomes; 6.1 Setting the scene; 6.2 Television; 6.3 The press; 6.4 Radio; 6.5 Cinema; 6.6 Outdoor advertising; 6.7 The internet; 6.8 Discussion points; 6.9 Conclusions; 6.10 Summary; Further reading; Chapter 7. Advertising Creativity; Learning outcomes; 7.1 What is it?; 7.2 The creative department; 7.3 Drivers of advertising creativity; 7.4 Creating the creative idea; 7.5 How do creative teams create?; 7.6 Ten tips on how to judge creativity; 7.7 Selling creativity; 7.8 Discussion points 7.9 SummaryFurther reading; Chapter 8. Press Production; Learning outcomes; 8.1 Introduction; 8.2 Tasks (technical breakout on pre-press and publication specifications); 8.3 Trends (the agency model now and the future?); 8.4 Trends (market pressures); 8.5 Case study; 8.6 Summary; Useful links; Chapter 9. TV, Radio and Cinema Production; Learning outcomes; 9.1 TV production; 9.2 Cinema; 9.3 Radio; 9.4 Conclusions; 9.5 Summary; Chapter 10. Printing; Learning outcomes; 10.1 Introduction; 10.2 Production processes; 10.3 Original image production; 10.4 Paper sizes; 10.5 Desktop publishing 10.6 Pre-press |
| Record Nr. | UNINA-9910784458103321 |
|
Mackay Adrian
|
||
| New York, : Routledge, Sept. 2004 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
The Practice of Advertising
| The Practice of Advertising |
| Autore | Mackay Adrian |
| Edizione | [5th ed.] |
| Pubbl/distr/stampa | New York, : Routledge, Sept. 2004 |
| Descrizione fisica | 1 online resource (393 p.) |
| Disciplina | 659.1 |
| Soggetto topico |
Advertising
Advertising - Methodology |
| ISBN |
1-136-37246-6
1-281-00336-0 9786611003364 0-08-047392-X |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto |
Cover; The Practice of Advertising; Copyright; Contents; List of Contributors; Preface; Chapter 1. Marketing - and the Place of Advertising within It; Learning outcomes; 1.1 What does marketing mean?; 1.2 The marketing concept; 1.3 The marketing process; 1.4 The changing marketing environment; 1.5 Customers and their behaviour; 1.6 The need for marketing research; 1.7 The 'old' marketing mix; 1.8 The modern marketing mix; 1.9 Strategic marketing planning; 1.10 Marketing communications; 1.11 Choosing methods of communication; 1.12 Summary; Notes; Chapter 2. How Advertising Works
Learning outcomes2.1 What is advertising?; 2.2 The role of advertising in 'selling'; 2.3 A history of theories; 2.4 What acts on whom - individuals and herds; 2.5 Individuals' reaction to advertising; 2.6 King's scale of immediacy; 2.7 Incongruency and consistency; 2.8 Towards a synthesis; 2.9 Summary; Notes; Chapter 3. Integrated Marketing Communications; Learning outcomes; 3.1 Introduction; 3.2 Integrated marketing communications in action; 3.3 The benefits of integration; 3.4 Evaluating the benefits of integrated marketing communications; 3.5 Introducing an integrated marketing programme 3.6 SummaryFurther reading; Chapter 4. The Advertiser; Learning outcomes; 4.1 Who or what is 'the advertiser'?; 4.2 The value of the brief; 4.3 Why use an agency?; 4.4 So how should an advertiser choose an agency?; 4.5 So what of the responsibility of the advertiser?; 4.6 Why thank advertisers?; 4.7 Summary; Chapter 5. The Advertising Agency; Learning outcomes; 5.1 Introduction; 5.2 The origin of the advertising agency; 5.3 The evolution of the advertising agency; 5.4 Types of advertising agency; 5.5 The structure of a modern advertising agency; 5.6 The client brief; 5.7 Agency remuneration 5.8 Managing client/agency relationships5.9 Summary; Further reading; Chapter 6. Media; Learning outcomes; 6.1 Setting the scene; 6.2 Television; 6.3 The press; 6.4 Radio; 6.5 Cinema; 6.6 Outdoor advertising; 6.7 The internet; 6.8 Discussion points; 6.9 Conclusions; 6.10 Summary; Further reading; Chapter 7. Advertising Creativity; Learning outcomes; 7.1 What is it?; 7.2 The creative department; 7.3 Drivers of advertising creativity; 7.4 Creating the creative idea; 7.5 How do creative teams create?; 7.6 Ten tips on how to judge creativity; 7.7 Selling creativity; 7.8 Discussion points 7.9 SummaryFurther reading; Chapter 8. Press Production; Learning outcomes; 8.1 Introduction; 8.2 Tasks (technical breakout on pre-press and publication specifications); 8.3 Trends (the agency model now and the future?); 8.4 Trends (market pressures); 8.5 Case study; 8.6 Summary; Useful links; Chapter 9. TV, Radio and Cinema Production; Learning outcomes; 9.1 TV production; 9.2 Cinema; 9.3 Radio; 9.4 Conclusions; 9.5 Summary; Chapter 10. Printing; Learning outcomes; 10.1 Introduction; 10.2 Production processes; 10.3 Original image production; 10.4 Paper sizes; 10.5 Desktop publishing 10.6 Pre-press |
| Record Nr. | UNINA-9910824462803321 |
|
Mackay Adrian
|
||
| New York, : Routledge, Sept. 2004 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
PREMIO nazionale di architettura Luigi Cosenza 1998. Catalogo edito in occasione della mostra. Napoli, Istituto Italiano per gli Studi Filosofici 5 dicembre - 15 dicembre 1998
| PREMIO nazionale di architettura Luigi Cosenza 1998. Catalogo edito in occasione della mostra. Napoli, Istituto Italiano per gli Studi Filosofici 5 dicembre - 15 dicembre 1998 |
| Edizione | [5 ed.] |
| Pubbl/distr/stampa | Napoli : Clean, 1999 |
| Descrizione fisica | 191 p. : (in gran parte ill.) ; 21 23 cm |
| Disciplina |
720.92
659.1 |
| ISBN | 88-86701-54-3 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | ita |
| Record Nr. | UNINA-990000437780403321 |
| Napoli : Clean, 1999 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Principles of advertising : a global perspective / / Monle Lee, Carla Johnson
| Principles of advertising : a global perspective / / Monle Lee, Carla Johnson |
| Autore | Lee Monle |
| Edizione | [2nd ed.] |
| Pubbl/distr/stampa | New York : , : Haworth Press, , 2005 |
| Descrizione fisica | 1 online resource (451 p.) |
| Disciplina | 659.1 |
| Altri autori (Persone) | JohnsonCarla <1944-> |
| Soggetto topico | Advertising |
| Soggetto genere / forma | Electronic books. |
| ISBN |
0-203-05026-6
1-283-88768-1 1-136-41932-2 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto |
Principles of Advertising: A Global Perspective; Copyright; Contents; Foreword; Preface to the Second Edition; Acknowledgments; Chapter 1. Introduction to Advertising; Advertising Defined; Advertising Classifications; The Global Perspective: Global Brand Creation; Advertising Functions; Advertising and Marketing; Ethics Track: Has the Top Pharmaceutical Advertiser Abused Its Power?; The Evolution of Advertising; Summary; 30 Spot: Integrating an IMC Philosophy; Chapter 2. The Advertising Environment: Economy, Society, and Technology; The Advertising Environment
The Global Perspective: Know When to Back OffEconomic Forces and Advertising; Social Forces and Advertising; Ethics Track: Invasive Technologies; Technological Forces and Advertising; Summary; :60 Spot: The Times They Are Changin'; Chapter 3. Legal and Political Forces and Advertising; The Political and Legal Environments in the United States; The Global Perspective: The Impact of Advertising Environment on International Advertising; The Political and Legal Environments in Other Selected Countries; Ethics Track: Tobacco's Woes; Summary; :30 Spot: The Benefits of a Graduate Degree Chapter 4. The Advertising Business and Advertising AgenciesThe Advertising Business; The Global Perspective: ""I'm Lovin'It"" in China; The Advertising Agency; Agency Compensation; Ethics Track: The Canadian Conundrum; Client-Agency Relationships; Summary; :60 Spot: The Milk Mustache Story; Chapter 5. Market Segmentation, Target Marketing, and Product Positioning; Market Segmentation; The Global Perspective: A Week in Marketing; Target Marketing; Ethics Track: Marketing Cosmetic Surgery; Product Positioning; Summary; :30 Spot: ""Paws-itively Hilarious"" Chapter 6. Buyer Behavior and AdvertisingThe Buyer Decision Process; The Global Perspective: We Can Create It, but We Can't Show It; Factors Influencing the Business Market; Factors Influencing the Consumer Market; Ethics Track: Marketing to Men; Consumer Behavior; Summary; :60 Spot: ""Marketing Professional Services""; Chapter 7. Marketing and Advertising Research; Marketing Research; The Global Perspective: Consumer Intelligence; Advertising Research; Research Trends; Ethics Track: Janet Jackson Exposed; Summary; :60 Spot: Writing the Road to Success Chapter 8: The Marketing and Advertising Planning ProcessThe Marketing Plan; The Global Perspective: When Coke May Not Be ""It""; The Advertising Plan; Ethics Track: Olympic Sponsorship Ambushed; Making Budget Decisions; Summary; :30 Spot: A Day in the Life of an Evolving Brand; Chapter 9. The Creative Aspect of Advertising; Creative Concepts or Creativity in Advertising; The Global Perspective: Hard Sell Is a Hard Sell Overseas; Development in Creative Strategy; Ethics Track: Advertising As Programming ?; Summary; :30 Spot: The Key to Great Creative; Chapter 10. Advertising Production Print Advertising Production |
| Record Nr. | UNINA-9910452990603321 |
|
Lee Monle
|
||
| New York : , : Haworth Press, , 2005 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Principles of advertising : a global perspective / / Monle Lee, Carla Johnson
| Principles of advertising : a global perspective / / Monle Lee, Carla Johnson |
| Autore | Lee Monle |
| Edizione | [2nd ed.] |
| Pubbl/distr/stampa | New York : , : Haworth Press, , 2005 |
| Descrizione fisica | 1 online resource (451 p.) |
| Disciplina | 659.1 |
| Altri autori (Persone) | JohnsonCarla <1944-> |
| Soggetto topico | Advertising |
| ISBN |
1-136-41939-X
0-203-05026-6 1-283-88768-1 1-136-41932-2 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto |
Principles of Advertising: A Global Perspective; Copyright; Contents; Foreword; Preface to the Second Edition; Acknowledgments; Chapter 1. Introduction to Advertising; Advertising Defined; Advertising Classifications; The Global Perspective: Global Brand Creation; Advertising Functions; Advertising and Marketing; Ethics Track: Has the Top Pharmaceutical Advertiser Abused Its Power?; The Evolution of Advertising; Summary; 30 Spot: Integrating an IMC Philosophy; Chapter 2. The Advertising Environment: Economy, Society, and Technology; The Advertising Environment
The Global Perspective: Know When to Back OffEconomic Forces and Advertising; Social Forces and Advertising; Ethics Track: Invasive Technologies; Technological Forces and Advertising; Summary; :60 Spot: The Times They Are Changin'; Chapter 3. Legal and Political Forces and Advertising; The Political and Legal Environments in the United States; The Global Perspective: The Impact of Advertising Environment on International Advertising; The Political and Legal Environments in Other Selected Countries; Ethics Track: Tobacco's Woes; Summary; :30 Spot: The Benefits of a Graduate Degree Chapter 4. The Advertising Business and Advertising AgenciesThe Advertising Business; The Global Perspective: ""I'm Lovin'It"" in China; The Advertising Agency; Agency Compensation; Ethics Track: The Canadian Conundrum; Client-Agency Relationships; Summary; :60 Spot: The Milk Mustache Story; Chapter 5. Market Segmentation, Target Marketing, and Product Positioning; Market Segmentation; The Global Perspective: A Week in Marketing; Target Marketing; Ethics Track: Marketing Cosmetic Surgery; Product Positioning; Summary; :30 Spot: ""Paws-itively Hilarious"" Chapter 6. Buyer Behavior and AdvertisingThe Buyer Decision Process; The Global Perspective: We Can Create It, but We Can't Show It; Factors Influencing the Business Market; Factors Influencing the Consumer Market; Ethics Track: Marketing to Men; Consumer Behavior; Summary; :60 Spot: ""Marketing Professional Services""; Chapter 7. Marketing and Advertising Research; Marketing Research; The Global Perspective: Consumer Intelligence; Advertising Research; Research Trends; Ethics Track: Janet Jackson Exposed; Summary; :60 Spot: Writing the Road to Success Chapter 8: The Marketing and Advertising Planning ProcessThe Marketing Plan; The Global Perspective: When Coke May Not Be ""It""; The Advertising Plan; Ethics Track: Olympic Sponsorship Ambushed; Making Budget Decisions; Summary; :30 Spot: A Day in the Life of an Evolving Brand; Chapter 9. The Creative Aspect of Advertising; Creative Concepts or Creativity in Advertising; The Global Perspective: Hard Sell Is a Hard Sell Overseas; Development in Creative Strategy; Ethics Track: Advertising As Programming ?; Summary; :30 Spot: The Key to Great Creative; Chapter 10. Advertising Production Print Advertising Production |
| Record Nr. | UNINA-9910779307403321 |
|
Lee Monle
|
||
| New York : , : Haworth Press, , 2005 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
