Two experts show entrepreneurs how to execute advertising campaigns and maintain a unified message when advertising and communicating with customers. Num Pages: 122 pages, black & white illustrations. BIC Classification: KJH; KJS; KJSA. Category: (G) General (US: Trade). Dimension: 236 x 155 x 15. Weight in Grams: 363. . 2009. hardcover. . . . . Books ship from the US and Ireland.

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Bibliographic Details

Title: The Entrepreneur's Guide to Advertising
Publisher: Praeger (UK)
Publication Date: 2009
Language: English
ISBN 10: 0313365822
ISBN 13: 9780313365829
Binding: Hardcover
Condition: New

About this title

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.

About the Author

Dr. J.R. (Doc) Ogden, PhD, is professor of marketing at Kutztown University, Kutztown, PA.

Scott Rarick is a successful advertising executive currently serving as director of media and director of account services for The Stevenson Group.

"About this title" may belong to another edition of this title.

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