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Advertising: a Framework

by Lane, W. Ronald
Russell, J. Thomas

  • ISBN: 9780130852205
  • ISBN10: 0130852201

Advertising: a Framework

by Lane, W. Ronald
Russell, J. Thomas

  • List Price: $84.00
  • Binding: Paperback
  • Edition: 1
  • Publisher: Prentice Hall
  • Publish date: 06/22/2000
  • ISBN: 9780130852205
  • ISBN10: 0130852201
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Description: This book shares with its readers the excitement and challenges of the world of advertising -- along with the constant changes that define its nature and relationship with marketing promotion and communication. It covers the marketing variables of price, product quality, consumer perceptions, distribution, and diverse sociological, cultural, and psychological factors.

Chapter topics include target marketing; media planning and execution; creative strategy; production planning; and the social, economic, and legal environments of advertising.

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