Advertising management : Concepts, theories, research and trends
- المؤلف
- Manukonda Rabindranath and Aradhana Kumari Singh
- سنة النشر
- 2024
- الناشر
- Springer
- لغة الملف
- انكليزي
- نوع الملف
- Book
- تصنيف الكتاب
- Business Administration
- تحميل الكتاب قراءة الكتاب
Explores the concept of advertising and the different ways advertising is understood and evaluated. It dives deep into planning, designing, and executing advertising campaigns on different mediums. It discusses the theoretical and research parts of advertising by critically examining how over the years various hierarchical models and theories are developed by advertising experts. It examines various models and theories that explain why and how advertising is successful in persuading customers target audiences to buy a product or accept an idea for behavioural change.
الكلمات المفتاحية: Public service Ad / Hierarchical models of advertising / Advertising campaign planning / Pre-test advertising - Research methods / Post-test advertising - Research methods / Advertising agency / Advertising management / Advertising campaigns / Marketing
