Written in a simple and lucid style and using illustrations and graphics, the book explores important issues such as: - what is advertising, and why and how it works; - its relevance and the role it plays in marketing and brand building; and - the key elements of advertising planning, creation and implementation. INDICE: The Big PictureThe Take OffThe Advertising ContextThe Marketing PerspectiveThe Brand PerspectiveThe Advertising PerspectiveThe Creative PerspectiveThe Media PerspectiveThe Supplementary PerspectiveThe Agency PerspectiveThe Touch DownIndex
- ISBN: 978-0-7619-9735-1
- Editorial: SAGE Publications Pvt. Ltd
- Encuadernacion: Cartoné
- Páginas: 268
- Fecha Publicación:
- Nº Volúmenes: 1
- Idioma:
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