Título : | Estrategias de publicidad y promoción | Tipo de documento: | texto impreso | Autores: | TELLIS, Gerard J., Autor | Editorial: | Madrid; Pearson Educación | Fecha de publicación: | 2002 | Número de páginas: | 584 p. | ISBN/ISSN/DL: | 20117112 | Idioma : | Español (spa) | Materias: | Publicidad
| Palabras clave: | Publicidad - Marketing , Estrategia publicitaria | Clasificación: | 659.13 / T255e | Resumen: | Evolución de la publicidad y la promoción de ventas como decisiones estratégica , Marco legal de la publicidad y las promociones , Agencias de publicidad y procesos creativo , Cómo captar y mantener la atención del público , Persuadir con información y argumento , Persuasión mediante estímulos emocionales y testimoniales , Fundamentos de las promociones de ventas , Promociones del distribuidor , Promociones del fabricante , Promociones hacia el consumidor , Fijación de los objetivos publicitarios y promocionales , Control de la efectividad publicitaria , Planificación de la publicidad en los medios convencionales , Planificación publicitaria en medios no convencionales , Determinación del presupuesto y planificación temporal , Integración de las estrategias de publicidad y promociones
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) 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