國立高雄大學圖資館 |

語系: 繁體中文

說明(常見問題)

圖資館首頁

登入

回首頁 到查詢結果 [ subject:"Publicit�" ]

切換: 標籤 | MARC模式 | ISBD

The practice of advertising

Mackay, Adrian.

The practice of advertising

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	The practice of advertisingedited by Adrian R. Mackay.
其他作者:	Mackay, Adrian.
出版者:	Oxford :Elsevier Butterworth-Heinemann,2005.
面頁冊數:	1 online resource (xxiii, 367 p.) :ill.
附註:	Previous ed.: 1995.
標題:	Advertising.
電子資源:	http://www.sciencedirect.com/science/book/9780750661737
ISBN:	9780750661737

The practice of advertising
The practice of advertising[electronic resource] /edited by Adrian R. Mackay. - 5th ed. - Oxford :Elsevier Butterworth-Heinemann,2005. - 1 online resource (xxiii, 367 p.) :ill.

Previous ed.: 1995.

Includes bibliographical references and index.

Preface; Contributors' page; Marketing and the place of advertising within it; How advertising works; Integrated marketing communications; The advertiser; The advertising agency; Media; Advertising creativity; Press production; TV, radio and cinema production; Printing; Advertising planning and budgeting; Getting the best from advertising agencies and other outside suppliers; Media research; Consumer research; Business-to-business advertising; Services advertising; Recruitment advertising; Directory advertising; International advertising; Sales promotion in marketing; Advertising: self-regulation and the law; Training for a career in advertising; Index.

The Practice of Advertising addresses key issues in the industry, presenting a comprehensive overview of its components. Clarity in both style and content has been ensured so that the information is easily accessible and terminology is suitable for the reader. Based on the successful and highly regarded text previously edited by Norman Hart, this fifth edition contains up-to-date examples to illustrate key points and support underlying principles. Topics addressed range from introducing the roles of advertiser and the advertising agency, through to more specialised areas of advertising such as recruitment and directory advertising. The specialist knowledge gained from the contributors provides a valuable insight for practitioners and students wishing to gain a solid grounding in the subject. By looking at the current situation as well as considering developments likely to occur in the future, the text demonstrates how best to implement existing methods as well as considering how improvements can be made. * Provides an ideal grounding to the principles involved in advertising * Offers a collation of views from Key Professionals in the field of Advertising * Covers specialist advertising such as recruitment and directory advertising.

ISBN: 9780750661737

Source: 102388:102406Elsevier Science & Technologyhttp://www.sciencedirect.com

Nat. Bib. Agency Control No.: 012954853UkSubjects--Topical Terms:

191710
Advertising.
Index Terms--Genre/Form:

214472
Electronic books.

LC Class. No.: HF5823 / .P69 2005

Dewey Class. No.: 659.1

The practice of advertising
LDR:03581cmm 2200445Ia 4500 001 314118
003 OCoLC
005 20111122091037.0
006 m d
007 cr cn|||||||||
008 111229s2005 enka ob 001 0 eng d
016 7 $a 012954853 $2 Uk
019 $a 131324130 $a 154792015 $a 441784648 $a 648174226
020 $a 9780750661737
020 $a 0750661739
020 $a 9780080473925 (electronic bk.)
020 $a 008047392X (electronic bk.)
020 $a 9786611003364
020 $a 6611003363
035 $a (OCoLC)474951974 $z (OCoLC)131324130 $z (OCoLC)154792015 $z (OCoLC)441784648 $z (OCoLC)648174226
035 $a ocn474951974
037 $a 102388:102406 $b Elsevier Science & Technology $n http://www.sciencedirect.com
040 $a OPELS $b eng $c OPELS $d OCLCQ $d N$T $d E7B $d MERUC $d IDEBK $d OCLCQ
049 $a TEFA
050 4 $a HF5823 $b .P69 2005
072 7 $a BUS $x 002000 $2 bisacsh
082 0 4 $a 659.1 $2 22
245 0 4 $a The practice of advertising $h [electronic resource] / $c edited by Adrian R. Mackay.
250 $a 5th ed.
260 $a Oxford : $b Elsevier Butterworth-Heinemann, $c 2005.
300 $a 1 online resource (xxiii, 367 p.) : $b ill.
500 $a Previous ed.: 1995.
504 $a Includes bibliographical references and index.
505 0 $a Preface; Contributors' page; Marketing and the place of advertising within it; How advertising works; Integrated marketing communications; The advertiser; The advertising agency; Media; Advertising creativity; Press production; TV, radio and cinema production; Printing; Advertising planning and budgeting; Getting the best from advertising agencies and other outside suppliers; Media research; Consumer research; Business-to-business advertising; Services advertising; Recruitment advertising; Directory advertising; International advertising; Sales promotion in marketing; Advertising: self-regulation and the law; Training for a career in advertising; Index.
520 $a The Practice of Advertising addresses key issues in the industry, presenting a comprehensive overview of its components. Clarity in both style and content has been ensured so that the information is easily accessible and terminology is suitable for the reader. Based on the successful and highly regarded text previously edited by Norman Hart, this fifth edition contains up-to-date examples to illustrate key points and support underlying principles. Topics addressed range from introducing the roles of advertiser and the advertising agency, through to more specialised areas of advertising such as recruitment and directory advertising. The specialist knowledge gained from the contributors provides a valuable insight for practitioners and students wishing to gain a solid grounding in the subject. By looking at the current situation as well as considering developments likely to occur in the future, the text demonstrates how best to implement existing methods as well as considering how improvements can be made. * Provides an ideal grounding to the principles involved in advertising * Offers a collation of views from Key Professionals in the field of Advertising * Covers specialist advertising such as recruitment and directory advertising.
588 $a Description based on print version record.
650 0 $a Advertising. $3 191710
650 6 $a Publicit� $3 536946
650 7 $a BUSINESS & ECONOMICS $x Advertising & Promotion. $2 bisacsh $3 537908
655 4 $a Electronic books. $2 local. $3 214472
700 1 $a Mackay, Adrian. $3 536945
776 0 8 $i Print version: $t Practice of advertising. $b 5th ed. $d Oxford : Elsevier Butterworth-Heinemann, 2005 $z 0750661739 $z 9780750661737 $w (OCoLC)57382170
856 4 0 $3 ScienceDirect $u http://www.sciencedirect.com/science/book/9780750661737
938 $a ebrary $b EBRY $n ebr10169652
938 $a Ingram Digital eBook Collection $b IDEB $n 100336
994 $a C0 $b TEF