The advertising business : operations, creativity, media planning, integrated communications /
| Other Authors: | |
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| Format: | Book |
| Language: | English |
| Published: |
Thousand Oaks, Calif. :
Sage Publications,
c1999.
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| Subjects: |
Table of Contents:
- 1. Introduction: The Advertising Business / John Philip Jones
- 2. Agency Management: Some Secrets / Eric Mower
- 3. The Account Executive in an Advertising Agency / Jay Quinn
- 4. Account Planning. A British Perspective / Nicholas Staveley. An American Perspective / Damian O'Malley
- 5. The Advertising Creative Process / Jeremy Bullmore
- 6. The Art Director / John L. Sellers
- 7. Budgeting for Advertising and the Advertising-Intensiveness Curve / John Philip Jones
- 8. Advertising Media: A Changing Marketplace / Carla V. Lloyd
- 9. The Media Buyer in the Advertising Agency / Debra L. Merskin
- 10. Advertising Agency Compensation Systems / Rana S. Said
- 11. New Business Activity: Account Reviews / Randall Rothenberg
- 12. The Culture of an Advertising Agency / John Philip Jones
- 13. Strategy in Advertising / John Philip Jones
- 14. Television Advertising: Learning Without Involvement / Herbert E. Krugman
- 15. Humor in Television Advertising: A Practitioner's View / Jeremy Bullmore.