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· 분류 : 외국도서 > 경제경영 > 광고/홍보/PR
· ISBN : 9780471273509
· 쪽수 : 360쪽
· 출판일 : 2003-04-03
목차
Preface.
Acknowledgments.
Introduction.
Table of Checklists and Key Charts.
Chapter 1. Branding and Your Brand Asset Assessment.
Chapter 2. Newspaper and Magazine Advertising.
Chapter 3. Selecting Print Media.
Chapter 4. Flyers, Brochures, Bulletins, and Invitations.
Chapter 5. Direct Mail and Database Direct Marketing.
Chapter 6. Catalogs: A Project for Creative Nitpickers.
Chapter 7. Out-of-Home Advertising and Promotion.
Chapter 8. Successful Yellow Pages Advertising.
Chapter 9. From Telemarketing to Teleservicing.
Chapter 10. Fax and Broadcast Fax.
Chapter 11. Basic Internet Advertising: It Doesn't Have to Start on the Internet.
Chapter 12. Publicity and Public Relations.
Chapter 13. Media Creativity and Production: Video, CD, TV, Radio, and Web Site.
Chapter 14. Conventions, Trade Shows, Consumer Shows, and Meetings.
Chapter 15. Moving Your Project from Disk or Art through Film and Printing.
Chapter 16. Distribution: On Working with Your DMPC (Direct Mail Production Company).
Index.
