Advertising 160 p. 10(電子版/PDF)2010年刊
Fletcher, Winston 著
内容
目次
1. What does advertising do?; 2. The structure of the advertisingindustry; 3. Advertisers: the paymasters; 4. The media: blowing the trumpet;5. The agencies: (i) creating the ads; 6. The agencies: (ii) spending theclients' money; 7. Research, research, research; 8. The good, the bad and theugly; 9. The benefits of advertising