| 000 | 00664camuuu200229 a 4500 | |
| 001 | 000000907850 | |
| 005 | 19981216135507.0 | |
| 008 | 870901s1988 ilua 00010 eng | |
| 010 | ▼a 87082610 | |
| 020 | ▼a 0844230448 | |
| 040 | ▼a DLC ▼c DLC ▼d 244002 | |
| 049 | 0 | ▼l 452044505 |
| 050 | 0 0 | ▼a HF5821 ▼b .S419 1988 |
| 082 | 0 0 | ▼a 659.1/11 ▼2 19 |
| 090 | ▼a 659.1 ▼b S387e2 | |
| 100 | 1 | ▼a Schultz, Don E. |
| 245 | 1 0 | ▼a Essentials of advertising strategy / ▼c Don E. Schultz, Stanley I. Tannenbaum. |
| 250 | ▼a 2nd ed. | |
| 260 | ▼a Lincolnwood, Ill. : ▼b NTC Business Books, ▼c c1988. | |
| 300 | ▼a vi, 98 p. : ▼b ill. ; ▼c 26 cm. | |
| 650 | 0 | ▼a Advertising. |
| 700 | 1 | ▼a Tannenbaum, Stanley I. |
Holdings Information
| No. | Location | Call Number | Accession No. | Availability | Due Date | Make a Reservation | Service |
|---|---|---|---|---|---|---|---|
| No. 1 | Location Sejong Academic Information Center/Social Science/ | Call Number 659.1 S387e2 | Accession No. 452044505 | Availability Available | Due Date | Make a Reservation | Service |
Contents information
Table of Contents
CONTENTS Introduction = ⅴ Chapter One The Creative Strategy: Who Needs It? = 1 Chapter Two From Marketing Plan to Advertising Strategy = 13 Chapter Three Communication and Advertising = 29 Chapter Four How Consumers Make Purchasing Decisions = 39 Chapter Five How to Develop a Creative Strategy = 53 Chapter Six Thinking Through an Advertising Strategy = 67 Chapter Seven From Strategy to Execution: The Art of Creativity = 75 Chapter Eight How to Judge an Advertising Execution = 85
