Advertising (Overview)
| Author | : | |
| Rating | : | 4.59 (710 Votes) |
| Asin | : | 1560061820 |
| Format Type | : | paperback |
| Number of Pages | : | 112 Pages |
| Publish Date | : | 0000-00-00 |
| Language | : | English |
DESCRIPTION:
A 19 year old book still worth reading J.Ilog It has a very extensive glossary at the end of the book, giving definitions to terms that are still used today. Covers concepts that are still relevant, particularly global advertising and quotes such as "which elements of the marketing mix can be globalized and which probably cannot.1. Most readily globalized a)Marketing Strategy b)Product characteristics c)Product Positioning2.May or may not be globalized a)Branding b)Packaging c)Advertising3)Almost always localized a)Consumer promotion b)Distribution c)Trade promotion"Ch. 1 covers the Background and Evolution of Advertising and Ch. 2 discusses Marketing and Advertising Communic
Discusses the functions, goals, and methods of advertising and examines such issues as targeting the youth market, political ads, and the right of free speech.
The functions, goals, and tactics of advertising are examined, along with controversial issues such as targeting the youth market, political ads, the right of free speech, subliminal advertising, infomercials, advertising in schools, billboards, and the Joe Camel ads. This book will be useful for school reports, and will attract interested browsers.Connie Tyrrell Burns, Mahoney Middle School, South Portland, MECopyright 1997 Cahners Business Information, Inc.. An extensive bibliography and suggestions for further reading are appended. From School Library JournalGr 6-10--This series entry offers lots of information in an attractive, well-organized, and readable format. The treatment is balanced; the negative impact of advertisements is weighted against their economic success. Black-and-white photographs and cartoons illustrate the text. To understand the enormous impact of this issue, one need only realize the chilling statistic that we spend, on average, a year and