Рекламный бизнес: деятельность рекламных агентств, создание рекламы, медиа-планирование, интегрированные коммуникации

'A significant one-volume reference on the business of advertising, this work is recommended for undergraduate through professional collections.'—R.R. Attison, CUNY College of Staten Island'John Philip Jones belongs to an elite group of intellectual adventurers searching for true meaning in an increasingly complex communication industry. Anyone involved in understanding how brands are born and nurtured should follow his work with keen interest.'--Andy Fenning, J. Walter Thompson, New York John Philip Jones, best-selling author of What′s in a Name? Advertising and the Concept of Brands and When Ads Work: New Proof That Advertising Triggers Sales, has edited an authoritative handbook of successful advertising procedures. All aspects of the business—creativity, media planning, operations, and specialty advertising—are fully represented in this comprehensive volume. Chapter authors reflect on a global mix of academic and professional backgrounds, and include David Ogilvy, Don E. Schultz, John Deighton Randall Rothnberg, Herbert Krugman, and John Philip Jones himself. Most chapters have been specifically written for this volume, and are complemented by a few adaptations of classic articles. The result is a single knowledge bank of theory and practice for advertising students and professionals. This handbook is part of a series of edited by John Philip Jones, when complete, will comprise a complete library of essential advertising theory and practice. How Advertising Works has already been published; future volumes will address the key topics of brand building and multinational advertising.

This authoritative and comprehensive handbook of successful advertising practices addresses such aspects of the business as: agency operation, creativity, media planning, operations and speciality advertising.

The distinguished contributors reflect a global mix of academic and professional backgrounds, and most chapters - complemented by a few adaptations of classic articles - have been specifically written for this volume. The result is a single 'knowledge bank' of theory and practice for advertising students and professionals.

Booknews

Offers a knowledge bank of theory and practice for advertising students and professionals. Describes the main operational functions of advertising agencies, with sections on how agencies operate, the creative process, the strategy and tactics of media selection, sales promotions and specialist media (especially integrated marketing communications), and legal and ethical aspects of advertising. Chapters are a mix of original essays written for this volume, and adaptations of classic articles. Annotation c. by Book News, Inc., Portland, Or.

"An authoritative cast of chapter authors, representing a global mix of academic and professional backgrounds, examines all aspects of brand management, brand equity, and new and mature brands. This volume also extends the brand concept in unexpected new areas, including political marketing, green marketing, and the arts. With an impressive list of contributing authors, How to Use Advertising to Build Strong Brands is a single "knowledge bank" of theory and practice for advertising students and professionals."--BOOK JACKET. This study provides an examination of the marketing technique of brand building. It covers aspects of brand management, brand equity, new and mature brands and extends the concept to new areas such as political marketing, green marketing and the arts