Advertising Management : Concepts, Theories, Research and Trends

by Manukonda Rabindranath, Aradhana Kumari Singh

Chapter 1: Advertising Basics -- Chapter 2: Types Of Advertising -- Chapter 3: Public Service Advertising -- Chapter 4: Advertising Campaign And Media Planning -- Chapter 5: Advertising Agency -- Chapter 6: Understanding Advertising Process: Models And Theories -- Chapter 7: Advertising Research. .

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Year of publication:	2024
Authors:	Rabindranath, Manukonda ; Singh, Aradhana Kumari
Publisher:	2024.: Singapore : Springer Nature Singapore 2024.: Singapore : Imprint: Palgrave Macmillan
Subject:	Public Service Ad \| Hierarchical Models of Advertising \| Advertising Campaign Planning \| Pre-Test Advertising Research Methods \| Post -Test Advertising Research Methods \| Advertising Agency \| Werbung \| Advertising \| Werbewirtschaft \| Advertising industry \| Werbewirkung \| Advertising effects \| Marktforschung \| Market research \| Werbeplanung \| Advertising planning \| Wissenschaftliche Methode \| Scientific method

Extent:	1 Online-Ressource (XV, 267 p. 75 illus., 45 illus. in color.)
Type of publication:	Book / Working Paper
Language:	English
ISBN:	978-981-99-8657-6 ; 978-981-99-8656-9 ; 978-981-99-8658-3 ; 978-981-99-8659-0
Other identifiers:	10.1007/978-981-99-8657-6 [DOI]
Source:	ECONIS - Online Catalogue of the ZBW

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