Strategy in advertising : matching media and messages to markets and motivations /
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| Author / Creator: | Bogart, Leo. |
|---|---|
| Edition: | 3rd ed. |
| Imprint: | Lincolnwood, IL : NTC Business Books, 1995. |
| Description: | xxi,374 p. |
| Language: | English |
| Subject: | |
| Format: | Print Book |
| URL for this record: | http://pi.lib.uchicago.edu/1001/cat/bib/2345080 |
Table of Contents:
- Ch. 1. The Changing World of Advertising
- Ch. 2. Deciding How Much to Spend, and Where
- Ch. 3. The Real World of Advertising Strategy
- Ch. 4. Persuasion and the Marketing Plan
- Ch. 5. Understanding Media
- Ch. 6. Cutting Through the Clutter
- Ch. 7. Reach, Frequency, and the Third Dimension
- Ch. 8. The Uses of Repetition
- Ch. 9. Defining the Target
- Ch. 10. The Concept of "Audience"
- Ch. 11. Cost-Per-Thousand What?
