ISBN: Ostalo
Godina izdanja: 2002
Jezik: Engleski
Oblast: Marketing
Autor: Strani

Naslov: Advertising: Principles and Practice 6th Edition
Autor(i): William Wells, John Burnett, Sandra Ernst Moriarty
Izdavač: Prentice Hall; 6 edition
Mesto:
Godina: 2002
Povez: Tvrd
Strana: 640
Format: 21.8 x 3 x 29 cm
Pismo: English
Stanje knjige: dobro očuvana, samo malo oštećena prva korica, sto se vidi na slici inače sve ostalo besprekorno i neke strane zabeležavane i podvlačene markerom
Opis knjige:
Synopsis: For introductory courses in Advertising, offered in marketing and journalism departments. Everyone has experienced memorable advertising: the ad or jingle that stays in your mind. But memorable advertising may not sell products or build market share-it may not be effective advertising. In these days of accountability, clients are asking that advertisers create advertising that meets measurable goals. The challenge with teaching advertising by taking theory and applying it to what is going on in advertising agencies is that companies have always been very guarded about goals and measures. Advertising: Principles and Practice has lifted the veil by focusing on EFFIE-award winners: advertising campaigns that have won awards for their effectiveness from the American Marketing Association of New York. These EFFIE-award winners reveal client goals and how these goals were reached. No other book takes theory and shows students how it is applied today to produce effective advertising-advertising that works.

From the Back Cover:
As advertising agencies are pressed more and more about accountability, it is not enough to produce memorable advertising—one must produce effective advertising, advertising that meets a client`s goals. The problem with talking about this is that clients keep their goals secret. Advertising: Principles and Practice, Sixth Edition, lifts the veil on effectiveness/ by focusing on EFFIEs: award-winning advertising campaigns that reveal client goals and how these goals are reached.