The Sage handbook of advertising
Tellis, Gerald J. (ed.)
The Sage handbook of advertising - London: Sage Publications Ltd. 2007 - xvi, 491p., ind. 25 cm x 18 cm
9781412918862
account planning
across culture
advertising
advertising tracking
advertising works
brand equity
budget process
case studies
client agency relationships
communication and new product adoption
consumer memory in advertising
creativity
emotions
environment
ethics
history
integrated marketing communications
media opportunities
media planning
planning
regulation
response models
strategic role in the campaign development process
understanding advertising effectivness from a psychology perspective
vulnerable segment
659.1 / SAG
The Sage handbook of advertising - London: Sage Publications Ltd. 2007 - xvi, 491p., ind. 25 cm x 18 cm
9781412918862
account planning
across culture
advertising
advertising tracking
advertising works
brand equity
budget process
case studies
client agency relationships
communication and new product adoption
consumer memory in advertising
creativity
emotions
environment
ethics
history
integrated marketing communications
media opportunities
media planning
planning
regulation
response models
strategic role in the campaign development process
understanding advertising effectivness from a psychology perspective
vulnerable segment
659.1 / SAG