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The Advertising Business : Operations, Creativity, Media Planning
Free US Delivery | ISBN:076191238X
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“Used book that is in excellent condition. May show signs of wear or have minor defects. 100% ”... Read moreabout condition
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Located in: Mishawaka, Indiana, United States
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eBay item number:226056005587
Item specifics
- Condition
- Very Good
- Seller Notes
- Book Title
- The Advertising Business : Operations, Creativity, Media Planning
- ISBN
- 9780761912385
- Publication Year
- 1999
- Type
- Textbook
- Format
- Hardcover
- Language
- English
- Publication Name
- Advertising Business : Operations, Creativity, Media Planning, Integrated Communications
- Item Length
- 9in
- Publisher
- SAGE Publications, Incorporated
- Item Width
- 6in
- Item Weight
- 38.1 Oz
- Number of Pages
- 560 Pages
About this product
Product Information
This authoritative and comprehensive handbook of successful advertising practices addresses such aspects of the business as: agency operation, creativity, media planning, operations and speciality advertising. The distinguished contributors reflect a global mix of academic and professional backgrounds, and most chapters - complemented by a few adaptations of classic articles - have been specifically written for this volume. The result is a single 'knowledge bank of theory and practice for advertising students and professionals.
Product Identifiers
Publisher
SAGE Publications, Incorporated
ISBN-10
076191238x
ISBN-13
9780761912385
eBay Product ID (ePID)
27038413961
Product Key Features
Publication Name
Advertising Business : Operations, Creativity, Media Planning, Integrated Communications
Format
Hardcover
Language
English
Publication Year
1999
Type
Textbook
Number of Pages
560 Pages
Dimensions
Item Length
9in
Item Width
6in
Item Weight
38.1 Oz
Additional Product Features
Lc Classification Number
Hf5813.U6.A635 1999
Table of Content
Introduction - John Philip Jones The Advertising BusinessPART ONE: HOW AGENCIES OPERATEAgency Management - Eric Mower Some SecretsThe Account Executive in an Advertising Agency - Jay QuinnAccount Planning - Nicholas Staveley A British PerspectiveAccount Planning - Damian OMalley An American PerspectiveThe Advertising Creative Process - Jeremy BullmoreThe Art Director - John L SellersBudgeting for Advertising and the Advertising-Intensiveness Curve - John Philip JonesAdvertising Media - Carla V Lloyd A Changing MarketplaceThe Media Buyer in the Advertising Agency - Debra L MerskinAdvertising Agency Compensation Systems - Rana S SaidNew Business Activity - Randall Rothenberg Account ReviewsThe Culture of an Advertising Agency - John Philip JonesPART TWO: CREATIVE ASPECTSStrategy in Advertising - John Philip JonesTelevision Advertising - Herbert E Krugman Learning without InvolvementHumor in Television Advertising - Jeremy Bullmore A Practitioners ViewHumor in Television Advertising - Paula Pierce A Researchers View Celebrities in Advertising - Abhilasha MehtaEmotion and Advertising - Esther ThorsonHierarchies of Effect - John Philip Jones Advertising TheoriesCognitive Dissonance and Selective Perception - Carri Brown, Betzi-Lynn Hanc and Nujchayada Pangsapa Their Relevance to AdvertisingThe Creative Characteristics of Successful Television Advertising - John Philip JonesComparative Advertising - Jan S SlaterThe Unique Selling Proposition and Usage-Pull - John Philip JonesTruth and Weasels - David OgilvyTelevision Production Costs - Jan S SlaterPART THREE: MEDIA ASPECTSMedia-Medium-Mediorum - Stephen P Phelps Media DefinitionsTelevision Advertising - Erwin Ephron Continuity Scheduling (Advertising without Gaps)What Does Effective Frequency Mean Today? - John Philip JonesBarter Syndication - Brian Philip WebsterCable Television - Jeremiah L Rosen, Laura A York and Aileen (Shih-I) KuPART FOUR: SALES PROMOTIONS AND SPECIALIST MEDIATrends in Promotions - John Philip JonesIntegrated Marketing Communications and How It Relates to Traditional Media Advertising - Don E SchultzIntegrated Marketing Communications in Practice - John DeightonA Roadmap to On-line Marketing Strategy - Rex BriggsDirect Marketing - Sidney C LiebensonDirect-Response Advertising - Emily Soell Creative PrinciplesPromotions and Advertising - John Philip Jones Comparison of EffectivenessSpecialty Advertising - William H BolenEvent Marketing - Shirley F Taylor and Peggy H CunninghamSports Advertising and the Super Bowl - Rick BurtonBusiness-to-Business Advertising - Beth E BarnesProduct Packaging - Jan S Slater The Silent SalesmanPublic Relations and Advertising - Ian R BrucePART FIVE: LEGISLATION AND ETHICSThe Supreme Court of the United States and the First Amendment Protection of Advertising - Jay B WrightEthics of Advertising - Peggy H Cunningham Oxymoron or Good Business Practice?
Copyright Date
1999
Topic
Advertising & Promotion
Lccn
98-040120
Dewey Decimal
659.1
Intended Audience
Scholarly & Professional
Dewey Edition
21
Illustrated
Yes
Genre
Business & Economics
Item description from the seller
Seller assumes all responsibility for this listing.
eBay item number:226056005587
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