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Advertising /

White, Roderick.

Advertising /

紀錄類型:	書目-語言資料,印刷品 : 單行本
正題名/作者:	Advertising // Roderick White.
作者:	White, Roderick.
出版者:	London :McGraw-Hill, : c2000.,
面頁冊數:	vii, 317 p. :ill., (some col.) ; : 25 cm.;
標題:	Advertising. -
ISBN:	0071183663 (pbk. : Int'l ed.) :

Advertising /
White, Roderick.

Advertising /Roderick White. - 4th ed. - London :McGraw-Hill,c2000. - vii, 317 p. :ill., (some col.) ;25 cm.

Includes bibliographical references and index.

'Advertising, Fourth Edition offers authoritative coverage of contemporary theory and practical guidance on how to plan and create successful campaigns by selecting the right media, marketing mix and advertising strategy. This comprehensive guide retains the much-praised clarity of the previous editions. It incorporates recent developments such as changes in agency and client structures, the use of freelances, and the advent of interactive and internet advertising. A newcomer to the field will get a thorough grounding in the principles and modes of thought that guide the production of good advertising.' 'This book is aimed at introductory advertising courses at undergraduate level and for students taking CAM courses in Communication Studies. It also provides advertising agency account executives, brand managers and marketers with a practical introduction to advertising.'--BOOK JACKET.

ISBN: 0071183663 (pbk. : Int'l ed.) :NT$675

Nat. Bib. No.: GB99-V3019Subjects--Topical Terms:

482644
Advertising.

LC Class. No.: HF5823 / .W494 2000

Dewey Class. No.: 659.1

Advertising /
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100 1 $a White, Roderick. $3 502313
245 1 0 $a Advertising / $c Roderick White.
250 $a 4th ed.
260 $a London : $b McGraw-Hill, $c c2000.
300 $a vii, 317 p. : $b ill., (some col.) ; $c 25 cm.
504 $a Includes bibliographical references and index.
520 1 $a 'Advertising, Fourth Edition offers authoritative coverage of contemporary theory and practical guidance on how to plan and create successful campaigns by selecting the right media, marketing mix and advertising strategy. This comprehensive guide retains the much-praised clarity of the previous editions. It incorporates recent developments such as changes in agency and client structures, the use of freelances, and the advent of interactive and internet advertising. A newcomer to the field will get a thorough grounding in the principles and modes of thought that guide the production of good advertising.' 'This book is aimed at introductory advertising courses at undergraduate level and for students taking CAM courses in Communication Studies. It also provides advertising agency account executives, brand managers and marketers with a practical introduction to advertising.'--BOOK JACKET.
650 0 $a Advertising. $3 482644