Advertising Management af David A. Aaker (Bog)

Titel: Advertising Management af David A. Aaker (Bog)
Forfattere: David A. Aaker,John G. Myers
Udgave: 2. udgave

Forlag: Prentice-Hall, Inc.
Sammendrag: Extensively revised, this second edition of Advertising Management continues to offer an approach to the management of advertising that is sophisticated, analytical, and state of the art, while still being practical and relevant. D. A. Aaker and J. G. Myers focus on decision making involved with setting advertising objectives, creating advertising campaigns, developing media strategies, and measuring advertising results. Substantial new material includes a totally revised image chapter with a practical approach to developing image objectives, an actual media plan, and cost and exposure data by segment for 40 magazines, and an expanded treatment of reach and frequency. New copy creation model and discussion of copy testing services. The personal influence audit. A new framework for structuring advertising management. The addition of 5 new cases, practical examples, and a test bank.
Type: Hardcover