The (Un)Common Sense of Advertising : Getting the Basics Right

Tiwari, Sanjay

SAGE Publications Inc（2003/07発売）

• 製本 Paperback:紙装版/ペーパーバック版／ページ数 268 p.
• 言語 ENG
• 商品コード 9780761997368
• DDC分類 659.1

Full Description

Written in a simple and lucid style and using illustrations and graphics, the book explores important issues such as:

- what is advertising, and why and how it works;

- its relevance and the role it plays in marketing and brand building; and

- the key elements of advertising planning, creation and implementation.

Contents

The Big Picture
The Take Off
The Advertising Context
The Marketing Perspective
The Brand Perspective
The Advertising Perspective
The Creative Perspective
The Media Perspective
The Supplementary Perspective
The Agency Perspective
The Touch Down
Index