Essentials of Advertising Strategy
Don E. Schultz · Stanley I. Tannenbaum · Anne Allison
Jan 1996 · N T C Business Books
Ebook
155
Pages
About this ebook
Provides strategic insights and tools for professionals and advanced students in advertising and marketing, with chapters on how consumers buy, marketing planning, developing a creative strategy, and judging advertising executions. Includes discussion questions, bandw photos, and a case study. This third edition is updated to include new concepts in the field resulting from new technology, and shows how to evaluate strategies and programs for the entire range of advertising and marketing communications media. Annotation copyright by Book News, Inc., Portland, OR
Provides strategic insights and tools for professionals and advanced students in advertising and marketing, with chapters on how consumers buy, marketing planning, developing a creative strategy, and judging advertising executions. Includes discussion questions, bandw photos, and a case study. Th...
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