Manual de publicidad /
Saved in:
| Main Author: | |
|---|---|
| Other Authors: | , , |
| Format: | Book |
| Language: |
Spanish English |
| Published: |
México :
Prentice Hall Hispanoamericana,
1995.
|
| Edition: | 12a edición |
| Subjects: | |
| Notas Contenido: |
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MARC
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| 020 | |a 9688805167 |q volumen 2 | ||
| 020 | |a 9688805173 |q volumen 3 | ||
| 040 | |a CO-BoSNA |b spa | ||
| 041 | 1 | |a spa |h eng | |
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| 100 | 1 | |a Russell, J. Thomas | |
| 245 | 1 | 0 | |a Manual de publicidad / |c J. Thomas Russell, W. Ronald Lane ; traducción Georgina Greenham del Castillo ; revisión técnica Marcela Benassini Felix. |
| 250 | |a 12a edición | ||
| 260 | |a México : |b Prentice Hall Hispanoamericana, |c 1995. | ||
| 300 | |a 3 volúmenes : |b ilustraciones ; |c 27 cm. | ||
| 534 | |p Título original: |t Kleppner advertising procedure |z 0135175666 | ||
| 500 | |a Incluye índice | ||
| 505 | 0 | |a Volumen 1. Los antecedentes de la publicidad moderna. Las funciones de la publicidad. La espiral publicitaria y la planeación de marcas. Mercadotecnia meta. La agencia de publicidad, servicios de medios de comunicación y otros servicios. La operación de mercadotecnia y la publicidad del anunciante.Estrategia básica de los medios. Uso de la televisión, de la radio -- Volumen 2. Uso de la prensa, de las revistas. Publicidad exterior: publicidad de tránsito. Publicidad de respuesta directa y de correo directo. Promoción de ventas. La investigación en materia de publicidad. Creación del texto. El concepto total: palabras e imágenes -- Volumen 3. Producción del material impreso. El comercial de televisión y de radio. Marcas de fábricas y envases. La campaña completa. Publicidad detallista, internacional. Restricciones legales y de otro tipo en la publicidad. Aspectos economicos y sociales de la publicidad. | |
| 534 | |p Título original: |t Kleppner's advertising procedure. | ||
| 650 | 1 | 7 | |a Publicidad |2 Armarc |
| 650 | 2 | 7 | |a Análisis de mercadeo |2 Armarc |
| 650 | 2 | 7 | |a Patrocinio publicitario |2 Armarc |
| 650 | 2 | 7 | |a Agencias publicitarias |2 Armarc |
| 650 | 2 | 7 | |a Administración de la publicidad |2 Armarc |
| 650 | 2 | 7 | |a Medios de comunicación de masas |2 Armarc |
| 700 | 1 | |a Lane, W. Ronald | |
| 700 | 1 | |a Greenham del Castillo, Georgina, |e traductor | |
| 700 | 1 | |a Benassini Félix, Marcela, |e revisor | |
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