Synopses & Reviews
Geared to the fast-changing media world of the 21st century,
The Entrepreneur's Guide to Advertising was written to offer both basic advertising concepts and advanced, state-of-the-art information about the new advertising environment. In its pages, two expert authors walk the entrepreneur through each and every stage necessary to create an integrated and synergistic advertising and marketing communications program.
This guide covers all of the many facets of advertising, as well as the variables that make up the Integrated Marketing Communication (IMC) mix. Most notably, the book provides a framework entrepreneurs can use to develop a marketing communication (MARCOM) plan of their own. Readers will come away from The Entrepreneur's Guide to Advertising with an enhanced ability to make research-based judgments about their market and a new savvy about their approach to communications.
Synopsis
Two experts show entrepreneurs how to execute advertising campaigns and maintain a unified message when advertising and communicating with customers.
Geared to the fast-changing media world of the 21st century, The Entrepreneur's Guide to Advertising was written to offer both basic advertising concepts and advanced, state-of-the-art information about the new advertising environment. In its pages, two expert authors walk the entrepreneur through each and every stage necessary to create an integrated and synergistic advertising and marketing communications program.
This guide covers all of the many facets of advertising, as well as the variables that make up the Integrated Marketing Communication (IMC) mix. Most notably, the book provides a framework entrepreneurs can use to develop a marketing communication (MARCOM) plan of their own. Readers will come away from The Entrepreneur's Guide to Advertising with an enhanced ability to make research-based judgments about their market and a new savvy about their approach to communications.
Synopsis
• Includes an Integrated marketing communication flow chart and section-by-section steps for the development of an Integrated Marketing Communication plan
Synopsis
Two experts show entrepreneurs how to execute advertising campaigns and maintain a unified message when advertising and communicating with customers.
Synopsis
This book is an integrative work that includes, not only advertising basics for entrepreneurs, but also integrated marketing communications basics.
Synopsis
Two experts show entrepreneurs how to execute advertising campaigns and maintain a unified message when advertising and communicating with customers.
Synopsis
• Offers an up-to-date overview of the latest strategies and tactics in an ever-changing industry
• Provides comprehensive coverage of advertising, integrated marketing communications variables, and marketing communications management
• Written by a professor and practitioner to combine theory and practice