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ADVERTISING AND SOCIETY
BEHAVIORAL PRINCIPLES AND INFLUENCES
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adver Advertising Age advertising agencies advertising budget Advertising Research American appeal approach art director Association attitudes attract audience basic Behavioral Principles Betty Crocker brand manager brand name campaign client color Communication competitive considered consumer copy platform copywriters Creating Advertisements creative strategy developed effective example factors gross rating points headline illustration important increase interest involves Journal of Advertising Journal of Marketing layout Leo Burnett magazines manufacturers market segments marketing plan marketing strategy marketing target Media Planning medium needs newspapers package Persuasion Phillip Morris presented promotion Psychographics purchase radio commercials reader readership Reprinted by permission retail role sales promotion selling shown in Figure sounds stations sumers symbols taste television commercials theme TV Guide two-sided users versus vertising viewers words York