Author | Bogart, Leo |
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Title | Strategy in advertising / Leo Bogart |
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Imprint |
New York : Harcourt Brace & World, Inc., 1967 |
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Edition |
1st ed |
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Descript |
336 p. : ill.; 23 cm |
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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
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Advertising
LOCATION | CALL# | STATUS |
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Communication Arts Library | 659.1 B674S 1967 |
CHECK SHELVES
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Veterinary Science Library | HF5415 .B64S 1967 |
CHECK SHELVES
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Communication Arts Library | 659.1 B674S 1967 |
CHECK SHELVES
|