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Advertising in The Marketplace

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Msot adverting textbooks describe the fold of advertising andseek to develop the reader's understanding of the advertising process. Advertising in the Marketplace. Second Edition. has a different and more exacting goal. It concentrates on the ways to complete the advertising task. Although it presents advertising theory. it emphasizes how to get the job done.This practical approach gives students the tools that will help them solve the problems they will encounter when they enter the field of marketing. For example. if students become merchants. they must know what to advertise and why. be familiar with proper advertising budget procedures. and be able to determine advertising costs from rate cards. They must also be able to establish advertising objectives. know the sources to call on to help make ads. select media. and measure results. If students obtain entry jobs in the advertising department of a retailer. manufacturer. or supplier of service. or in an advertising agency. they should be familiar with advertising department organiza-tion. advertising plans. Standard Rate and Data Service. and creative processes. This book supplies these basic types of information in a logical and readable manner.Advertising in the Marketplace. Second Edition. differs from all other advertising textbooks in two other important ways. First. since many students will face the advertising task on the local level. the text covers local advertising thoroughly. Second. since the essential part of advertising is its selling message. it stresses the creative rather than the technical side of advertising. By studying the text and completing the end-of-chapter activities. the student can actually produce simple but effective print and broadcast copy. The text supplies the student with checklists that can help in judging whether an ad is effective.

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Ketersediaan

Informasi Detail

Judul Seri

8

No. Panggil

658.81 JOHa

Penerbit

United States of America : Mc-Graw-Hill., 1980

Deskripsi Fisik

605

Bahasa

Inggris

ISBN/ISSN

0-7172-8511-1

Klasifikasi

658.81

Tipe Isi

-

Tipe Media

-

Tipe Pembawa

-

Edisi

8

Subjek

Manajemen Pemasaran

Info Detail Spesifik

-

Pernyataan Tanggungjawab

-

Versi lain/terkait

Lampiran Berkas

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