Advertising worldwide : concepts, theories and practice of international, multinational and global advertising / Marieke de Mooij.Material type: TextPublication details: New York ; London : Prentice Hall, 1994. Edition: 2nd edISBN: 0132885980Subject(s): AdvertisingDDC classification: 659.1
|Item type||Home library||Call number||Status||Date due||Barcode||Item holds|
|Two Week Loan||de Havilland Learning Resources Centre Main Shelves||659.1 MOO (Browse shelf(Opens below))||Available||4403431242|
Enhanced descriptions from Syndetics:
Foreword / Thomas R. Duncan and Sandra E. Moriarty -- Pt. 1. The environment of worldwide advertising. 1. The global advertising environment. 2. Developments in world regions. 3. Global management and marketing strategy. 4. Communication and culture. 5. Consumer behaviour -- Pt. 2. The worldwide advertising mix. 6. Marketing communication worldwide. 7. Creative development and execution. 8. The media landscape worldwide and media planning for worldwide advertising. 9. Other means of communication used worldwide -- Pt. 3. Managing worldwide advertising. 10. Research for worldwide advertising. 11. Organization of advertising worldwide: advertiser and agency. 12. The worldwide advertising plan. 13. Constraints, rules and regulations. Appendix: The IAA Diploma in International Advertising.