Planning for Power Advertising pdf epub mobi txt 电子书下载 2024

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Halve, Anand

Sage Pubns

2005-11

260

$ 41.81

Pap

9780761933540

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发表于2024-11-10

Planning for Power Advertising epub 下载 mobi 下载 pdf 下载 txt 电子书下载 2024

Planning for Power Advertising pdf epub mobi txt 电子书下载 2024

图书描述

This book is a sound and comprehensive introduction to advertising planning and branding. Intended for students of and beginners in advertising and marketing, it discusses key issues and market realities, many of which are ignored and neglected in developing markets. The structure of this book follows a stepwise process, which starts from the beginning of the advertising planning process to the end product, which is the creative brief. Each chapter discusses a conceptual principle, which is illustrated by relevant examples. Some key issues discussed in this book are: - planning for communication in a context; - Segmentation: studying and understanding the dimensions, demographics, and psychographics of the target group; - Differentiators and Motivators: discovering what can change the consumers' mind; " managing a brand over time, looking at the entire life-cycle of a brand. Each chapter ends with an 'Action Point', which helps the reader to apply the principles discussed through an exercise.

Planning for Power Advertising 下载 mobi epub pdf txt 电子书