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Advertising on trial : managing your agency for effective results

Advertising on trial : managing your agency for effective results

Material type
단행본
Personal Author
Ring, Jim.
Title Statement
Advertising on trial : managing your agency for effective results / Jim Ring.
Publication, Distribution, etc
London :   Pitman Pub.,   1993.  
Physical Medium
x, 203 p. : ill. ; 24 cm.
ISBN
0273039709
General Note
"Financial times/Pitman Publishing series"--Jacket.  
Includes index.  
Subject Added Entry-Topical Term
Advertising. Advertising copy. Advertising agencies.
000 00840camuu2200265 a 4500
001 000001090101
005 20030404163849
008 930428s1993 enka 001 0 eng
020 ▼a 0273039709
040 ▼a DLC ▼c DLC ▼d 244002
049 0 ▼l 151144321
050 0 0 ▼a HF5823 ▼b .R643 1993
082 0 0 ▼a 659.1/125/068 ▼2 21
090 ▼a 659.1125 ▼b R581a
100 1 ▼a Ring, Jim.
245 1 0 ▼a Advertising on trial : ▼b managing your agency for effective results / ▼c Jim Ring.
260 ▼a London : ▼b Pitman Pub., ▼c 1993.
300 ▼a x, 203 p. : ▼b ill. ; ▼c 24 cm.
500 ▼a "Financial times/Pitman Publishing series"--Jacket.
500 ▼a Includes index.
650 0 ▼a Advertising.
650 0 ▼a Advertising copy.
650 0 ▼a Advertising agencies.
730 0 1 ▼a Financial times (London, England)

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 659.1125 R581a Accession No. 151144321 Availability Available Due Date Make a Reservation Service C M

Contents information

Table of Contents


CONTENTS
Acknowledgements = xi
Part One
 PRELUDE: NIGHTMARE ON MADISON AVENUE, Advertising in recession = 3
 1 THE SEA OF TROUBLES, Total communications planning = 7
 2 SOPHIE'S CHOICE, So you want to hire an advertising agency? = 27
 3 THE MARRIAGE OF HEAVEN AND HELL, Getting into bed with an agency = 37
Part Two
 4 LIKE A ROLLING STONE, Setting advertising objectives = 57
 5 DEVICES AND DESIRES, Creating advertising strategies = 65
 6 THE GOOD, THE BAD AND THE UGLY, Briefing creative work = 84
 7 TWELVE ANGRY MEN, Developing and judging creative work = 91
 8 FOR A FEW DOLLARS MORE, Getting better media value = 104
 9 IT'S A RICH MAN'S WORLD, Producing advertising cost-effectively = 123
Part Three
 10 MEASURE FOR MEASURE, Evaluating the advertising product = 135
 11 STREETS FLOODED. PLEASE ADVISE, How to advertise abroad = 152
 12 IRRECONCILABLE DIFFERENCES, Managing the client/agency relationship = 169
EPILOGUE: ADVERTISING ON TRIAL, A manifesto for the I990s = 186
Index = 199


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