Winning with non-traditional communications. 6
By: 4 0 16 [, ] | [, ] |
Contributor(s): 5 6 [] |
Language: Unknown language code Summary language: Unknown language code Original language: Unknown language code Series: ; Quezon City : Office of Research and Publications, Loyola Schools, Ateneo de Manila University, 200946Edition: Description: v. ; 23 cmContent type: text Media type: unmediated Carrier type: volumeISBN: ISSN: 2Other title: 6 []Uniform titles: | | Subject(s): -- 2 -- 0 -- -- | -- 2 -- 0 -- 6 -- | 2 0 -- | -- -- 20 -- | | -- -- Marketing communications -- Media Consumer Research. -- -- | -- -- -- 20 -- --Genre/Form: -- 2 -- Additional physical formats: DDC classification: | LOC classification: | | 2Other classification:| Item type | Current location | Home library | Collection | Call number | Status | Date due | Barcode | Item holds |
|---|---|---|---|---|---|---|---|---|
| Book | PLM | PLM Periodicals Section | Periodicals | HD28.L958 (Browse shelf) | Available | PER 1436 WW |
ABSTRACT : With technology leveling the playing field, practitioners in marketing communications now have to address the empowered consumer who has easy access to an overwhelming array of product choices and information. The challenge is to grab and hold his attention and predispose him to buy although this is made more difficult by his evolving tastes and attitude. The key is focus-on the market , on the message, on the medium used. Each communication medium-radio, print, outdoor, digital , etc.-has a unique combination of usefulness and appeal to various niche markets. The author ends with practical advice on winning the communication game. 56
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