AuthorBogart, Leo
TitleStrategy in advertising / Leo Bogart
Imprint New York : Harcourt Brace & World, Inc., 1967
Edition 1st ed
Descript 336 p. : ill.; 23 cm

CONTENT

Advertising on the American scene -- Deciding how much to spend and where -- Advertising strategists in action -- Persuasion and the marketing plan -- Understanding media -- Getting the message through -- Reach versus frequency and the third dimension -- The uses of repetition -- Market segmentation -- The concept of audience -- Cost per thousand what -- The computer: friend or foe -- On measuring effects


SUBJECT

  1. Advertising

LOCATIONCALL#STATUS
Communication Arts Library659.1 B674S 1967 CHECK SHELVES
Veterinary Science LibraryHF5415 .B64S 1967 CHECK SHELVES
Communication Arts Library659.1 B674S 1967 CHECK SHELVES