ROUTLEDGE LIBRARY EDITIONS: ADVERTISING

Opis produktu

Preface. Part 1. 1. Advertising Yesterday. Personal Communication. History and Development. Growth of the Agency. Increasing Sophistication. Return to Basics. 2. Advertising Today. Advertising and Society. The Art of Communication. Agency Structure and Operation. Campaign Planning. Campaign Implementation. Campaign Control. Financial Systems. Effective Account Management. Campaign Evaluation. Forward Planning. 3. The Search for Protection. The Growing Consciousness of Power. The Increasing Public Suspicion. The Desire for śProfessionalism. Recruitment and Training. Part 2. 4. Agency Anomalies. The Commission System. The Marketing v. Creative Dilemma. The New Business Business. Conclusion. 5. Ivory Towers. Introspection. Future Indefinite. Part 3. 6. The Winds of Change. The Product / Market Match. Crumbling Structures. Consumerism. Conclusion. 7. Advertising Man. 8. Advertising Tomorrow. Introduction. Recapitulation. The Future. Index.

Data Publikacji: 2013-03-21
Wymiary: 234 mm 156 mm 600 gr