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980820s1999 caua ob 001 0 eng d |
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|a (OCoLC)808342268
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|z (OCoLC)960140695
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|a 9781452264646
|b Ingram Content Group
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|a n-us---
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|a HF5813.U6
|b A635 1999eb
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|a BUS
|x 002000
|2 bisacsh
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| 049 |
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|a HCDD
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| 245 |
0 |
4 |
|a The advertising business :
|b operations, creativity, media planning, integrated communications /
|c edited by John Philip Jones.
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| 260 |
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|a Thousand Oaks, Calif. :
|b Sage Publications,
|c ©1999.
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| 300 |
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|a 1 online resource (548 pages) :
|b illustrations (some color)
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| 336 |
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|a text
|b txt
|2 rdacontent
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| 337 |
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|a computer
|b c
|2 rdamedia
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| 338 |
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|a online resource
|b cr
|2 rdacarrier
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| 504 |
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|a Includes bibliographical references and indexes.
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| 520 |
8 |
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|a The contributors to this volume are a mixture of academics and professionals from around the world. They address agency operation, creativity, media planning, operations and speciality advertising.
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| 505 |
0 |
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|a Introduction -- John Philip Jones; The Advertising Business; PART ONE: HOW AGENCIES OPERATE; Agency Management -- Eric Mower; Some Secrets; The Account Executive in an Advertising Agency -- Jay Quinn; Account Planning -- Nicholas Staveley; A British Perspective; Account Planning -- Damian O'Malley; An American Perspective; The Advertising Creative Process -- Jeremy Bullmore; The Art Director -- John L Sellers; Budgeting for Advertising and the Advertising-Intensiveness Curve -- John Philip Jones; Advertising Media -- Carla V Lloyd; A Changing Marketplace; The Media Buyer in the Advertising Agency -- Debra L Merskin; Advertising Agency Compensation Systems -- Rana S Said; New Business Activity -- Randall Rothenberg; Account Reviews; The Culture of an Advertising Agency -- John Philip Jones; PART TWO: CREATIVE ASPECTS; Strategy in Advertising -- John Philip Jones; Television Advertising.
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| 505 |
0 |
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|a Herbert E Krugman; Learning without Involvement; Humor in Television Advertising -- Jeremy Bullmore; A Practitioner's View; Humor in Television Advertising -- Paula Pierce; A Researcher's View; Celebrities in Advertising -- Abhilasha Mehta; Emotion and Advertising -- Esther Thorson; Hierarchies of Effect -- John Philip Jones; Advertising Theories; Cognitive Dissonance and Selective Perception -- Carri Brown,
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| 505 |
0 |
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|a Betzi-Lynn Hanc and Nujchayada Pangsapa; Their Relevance to Advertising; The Creative Characteristics of Successful Television Advertising -- John Philip Jones; Comparative Advertising -- Jan S Slater; The Unique Selling Proposition and Usage-Pull -- John Philip Jones; Truth and Weasels -- David Ogilvy; Television Production Costs -- Jan S Slater; PART THREE: MEDIA ASPECTS; Media-Medium-Mediorum -- Stephen P Phelps; Media Definitions; Television Advertising -- Erwin Ephron; Continuity Scheduling (Advertising without Gaps); What Does Effective Frequency Mean Today? -- John Philip Jones; Barter Syndication -- Brian Philip Webster; Cable Television -- Jeremiah L Rosen,
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| 505 |
0 |
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|a Laura A York and Aileen (Shih-I) Ku; PART FOUR: SALES PROMOTIONS AND SPECIALIST MEDIA; Trends in Promotions -- John Philip Jones; Integrated Marketing Communications and How It Relates to Traditional Media Advertising -- Don E Schultz; Integrated Marketing Communications in Practice -- John Deighton; A Roadmap to On-line Marketing Strategy -- Rex Briggs; Direct Marketing -- Sidney C Liebenson; Direct-Response Advertising -- Emily Soell; Creative Principles; Promotions and Advertising -- John Philip Jones; Comparison of Effectiveness; Specialty Advertising -- William H Bolen; Event Marketing -- Shirley F Taylor and Peggy H Cunningham; Sports Advertising and the Super Bowl -- Rick Burton; Business-to-Business Advertising -- Beth E Barnes; Product Packaging -- Jan S Slater; The Silent Salesman; Public Relations and Advertising -- Ian R Bruce; PART FIVE: LEGISLATION AND ETHICS; The Supreme Court of the United States.
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| 505 |
0 |
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|a And the First Amendment Protection of Advertising -- Jay B Wright; Ethics of Advertising -- Peggy H Cunningham; Oxymoron or Good Business Practice?
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| 506 |
1 |
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|a Legal Deposit;
|c Only available on premises controlled by the deposit library and to one user at any one time;
|e The Legal Deposit Libraries (Non-Print Works) Regulations (UK).
|5 WlAbNL
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| 540 |
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|a Restricted: Printing from this resource is governed by The Legal Deposit Libraries (Non-Print Works) Regulations (UK) and UK copyright law currently in force.
|5 WlAbNL
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| 650 |
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|a Advertising
|z United States.
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| 650 |
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|a Advertising.
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| 650 |
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|a Publicity.
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| 650 |
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|a advertising.
|2 aat
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| 650 |
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|a BUSINESS & ECONOMICS
|x Advertising & Promotion.
|2 bisacsh
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| 650 |
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|a Publicity
|2 fast
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| 650 |
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7 |
|a Advertising
|2 fast
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| 651 |
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|a United States
|2 fast
|1 https://id.oclc.org/worldcat/entity/E39PBJtxgQXMWqmjMjjwXRHgrq
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|a Reclamebureaus.
|2 gtt
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|a Reclame-industrie.
|2 gtt
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|a Publicité
|z États-Unis.
|2 ram
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| 650 |
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|a Publicité.
|2 ram
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| 700 |
1 |
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|a Jones, John Philip.
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| 758 |
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|i has work:
|a The advertising business (Text)
|1 https://id.oclc.org/worldcat/entity/E39PCGPjvP3JFCcdfcqd48Q44q
|4 https://id.oclc.org/worldcat/ontology/hasWork
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| 776 |
0 |
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|i Print version
|z 9780761912392
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| 856 |
4 |
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|u https://ebookcentral.proquest.com/lib/holycrosscollege-ebooks/detail.action?docID=996945
|y Click for online access
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|a EBC-AC
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|a 92
|b HCD
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