The science of advertising, book 1 / Yolanda V. Ong
Material type:
TextPublisher: Pasig City, Philippines : Anvil Publishing, Inc., c2000Description: 239 pages : illustrations ; 18 cmContent type: text Media type: unmediated Carrier type: unspecifiedISBN: 9712709949 [newsprint]Subject(s): AdvertisingDDC classification: | Item type | Current location | Call number | Copy number | Status | Date due | Barcode |
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Book
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659.1 Sc27 2000 (Browse shelf) | c.1 | Available | 3UCBL000004013 | ||
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Book
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659.1 On3 2000 (Browse shelf) | c.2 | Available | 3UCBL000001877 |
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| 659.1 Ar77 2000 Art and advertising / | 659.1 H11 2018 Advertising & promotion / | 659.1 K48 2013 Advertising for people who don't like advertising / | 659.1 On3 2000 The science of advertising, book 1 / | 659.1 P44 2022 Global advertising / | 659.1 R44 2001 Positioning : | 659.1 Sc27 2000 The science of advertising, book 1 / |
Contents: Introduction from the editor -- A guide to this book -- The role of advertising in the 4P's -- Research role in the marketing mix -- Different research methodologies and their uses -- Brand character: When does a product become a brand? -- Target market/ audience identification -- Mining the consumer insight -- Product positioning -- The S-R versus the copy strategy approach -- Account management -- Account Planning -- Effective media planning -- Media in the new millennium -- Public relations and advocacy communications -- Direct marketing in the Philippine context
NBS-Mango 295.00
NBS-Mango
English
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