An introduction to advertising -- The evolution of advertising -- The environment of advertising -- The business of … advertising -- Understanding the target audience -- Segmentation, targeting, and the marketing mix -- Communication and consumer … behavior -- The planning process -- Account planning and research -- Marketing, advertising, and imc planning -- The creative …

strategischen Analysen finden sich Ausführungen zu allen denkbaren Instrumenten der Kommunikationspolitik: Werbung …