Strategy in Advertising: Matching Media and Messages to Markets and Motivations (NTC Business Books)
By Leo Bogart.
Description
Strategy in Advertising: Matching Media and Messages to Markets and Motivations ties the many different strands of a successful advertising/marketing communications program into a coherent, strategic whole.Rapidly evolving communications technology has driven great changes in marketing practice. But the "big job" of advertising remains the same - developing the right message and using the right medium to reach the right market in order to get the best possible return on an advertising investment. That's what a well-planned and well-executed advertising strategy provides. And ...
ISBN(s)
0844230146, 9780844230146
