Advertising For Account Holders Rle Marketing
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| Author | : Nigel Linacre |
| Publisher | : Routledge |
| Total Pages | : 198 |
| Release | : 2014-09-15 |
| Genre | : Business & Economics |
| ISBN | : 1317661729 |
The account handler is a key person within an advertising agency, liaising between the client on the outside and the planning, creative and media function within. This book presents essential checklists for each aspect of the planner’s role: presentations made to clients, briefing creative and media teams, and helping to get the best out of both client and agency.
| Author | : W.A. Evans |
| Publisher | : Routledge |
| Total Pages | : 322 |
| Release | : 2013-05-02 |
| Genre | : Business & Economics |
| ISBN | : 113666601X |
Advertising Today and Tomorrow surveys the structure and function of modern advertising (and in particular the modern advertising agency), investigates how appropriate its machinery is for modern business requirements, and suggests how, both for the good of itself and its clients, it can best equip and refine itself for the future. It is of great use to students of business, particularly of marketing, in the colleges, universities and business schools, as well as being of great help to young people seeking to make advertising their career. First published in 1974.
| Author | : R. Bigelow Lockwood |
| Publisher | : Routledge |
| Total Pages | : 348 |
| Release | : 2014-10-03 |
| Genre | : Business & Economics |
| ISBN | : 1317650344 |
This book provides a detailed explanation of the basic principles that underlie the writing of industrial advertising copy, written at a time of tremendous expansion in industrial advertising, in the early part of the twentieth century. This is a practical textbook of its time, covering facts which anyone writing advertising copy should know before attempting to reach industrial markets. It highlights key points in the planning and writing of industrial advertising copy, with the aim of simplifying the work of the copy-writer. Although inevitably a product of the time in which it was published, this volume nonetheless contains many valuable tenets of advertising which remain a core part of modern advertising theory.
| Author | : Larry D. Kelley |
| Publisher | : M.E. Sharpe |
| Total Pages | : 225 |
| Release | : 2010-10-14 |
| Genre | : Business & Economics |
| ISBN | : 0765628775 |
Concise yet comprehensive, this practical guide covers the critical role of the account planner in advertising. Drawing on their extensive experience in the field, the authors follow the logical progression of the account-planning task from start to finish, including understanding the customer, defining the target market, defining the benefit, brand positioning, the creative brief, and measuring success. This edition includes expanded coverage of the role of advertising in the overall marketing process (segmentation, positioning, and brand personality). Its campaign-oriented approach provides new discussion of how to identify the "big idea" and tie it into campaign execution, and how account planning impacts the overall IMC campaign, including media, PR, and digital marketing.
| Author | : Floyd Y. Keeler |
| Publisher | : Routledge |
| Total Pages | : 158 |
| Release | : 2014-09-19 |
| Genre | : Business & Economics |
| ISBN | : 1317638557 |
This book discusses the challenges of running an advertising agency in the early part of the twentieth century and examines the organization and operation of such agencies in great detail. One of the earliest "manuals" on planning and operating an advertising agency, this book was also one of the first to illustrate the vital part that advertising plays in the successful business, using six American advertising agencies as its sources.
| Author | : Harden B. Leachman |
| Publisher | : Routledge |
| Total Pages | : 256 |
| Release | : 2014-09-15 |
| Genre | : Business & Economics |
| ISBN | : 1317659929 |
Few of us realize how many of our modern comforts we owe to advertising. This fascinating volume provides a history of early American advertising, in a pre-regulation age when all manner of schemes thrived in an advertising free-for-all. As well as examining advertising techniques at the turn of the twentieth century the book also discusses practices and conditions in the fields of advertising, newspaper and magazine publishing, manufacturing and merchandising.
| Author | : J. George Frederick |
| Publisher | : Taylor & Francis |
| Total Pages | : 399 |
| Release | : 2020-03-27 |
| Genre | : Business & Economics |
| ISBN | : 1000086739 |
This book collects together pieces by significant figures in American advertising, including George L. Dyer, who at the time of his death left almost no other written record of his point of view. There is a substantial introduction by the editor, which interweaves the history of advertising with the history of the era of American industrial coming-of-age, touching not only on the impact of mass-production, but also the beginnings of corporate social responsibility.
| Author | : John Winkler |
| Publisher | : Routledge |
| Total Pages | : 229 |
| Release | : 2014-10-17 |
| Genre | : Business & Economics |
| ISBN | : 1317646061 |
This book takes the reader through the underlying theory of marketing and applies it to the developing business. Research and analysis, testing and product planning follow, and lead on to more practical advice on small company sales organisation and control, advertising and promotion. Many practical examples of industrial and consumer goods marketing are given, and technical ‘jargon’ has deliberately been avoided to ensure a straightforward presentation of marketing facts.
| Author | : Larry Kelley |
| Publisher | : Routledge |
| Total Pages | : 263 |
| Release | : 2015-02-11 |
| Genre | : Business & Economics |
| ISBN | : 1317507436 |
Concise yet comprehensive, this practical guide covers the critical role of the account planner in advertising. The new edition of Advertising Account Planning features several new topics as well as deeper content in existing areas based on feedback from students, instructors and practitioners.
| Author | : Dan S. Kennedy |
| Publisher | : Entrepreneur Press |
| Total Pages | : 196 |
| Release | : 2013-04-01 |
| Genre | : Business & Economics |
| ISBN | : 1613082320 |
Kennedy dares marketers to dramatically simplify their marketing, refocusing on what works. Updated to address the newest media and marketing methods, this marketing master plan — from marketing master Kennedy—delivers a short list of radically different, little-known, profit-proven direct mail strategies for ANY business. Strategies are illustrated by case history examples from an elite team of consultants—all phenomenally successful at borrowing direct marketing strategies from the world of mail-order, TV infomercials, etc., to use in ’ordinary’ businesses including retail stores, restaurants, and sales.
