The book offers a comprehensive and operational path, integrating theoretical and technical tools. The borders are wide of the new arena of communication with the dramatic changes taking place: the complexity of the brand value, the power distribution and the consumer, than elusiveness and critical attitudes of the public, the crisis of television and the digital revolution, the fragmentation media, integrated communications, new agencies for communication and innovative techniques of advertising online. The route starts by the necessary organizational elements, the process of work, structures, skills, information sources, continues with the ¹ analysis of the operation and effects of advertising, Coordinate crucial for building a communication strategy and to make the leap creative. Here are the controls of effectiveness than the public in an increasingly global. Ample space is also dedicated to advertising mail and new communication techniques that use the tools of the internet, which complement the ¹ wide range of topics, making this volume a detailed discussion on the analytical level, and accessible, for clarity and linearity of expression, to those who have need for updating and pursue.
The book offers a comprehensive and operational path, integrating theoretical and technical tools. The borders are wide of the new arena of communication with the dramatic changes taking place: the complexity of the brand value, the power distribution and the consumer, than elusiveness and critical attitudes of the public, the crisis of television and the digital revolution, the fragmentation media, integrated communications, new agencies for communication and innovative techniques of advertising online. The route starts by the necessary organizational elements, the process of work, structures, skills, information sources, continues with the ¹ analysis of the operation and effects of advertising, Coordinate crucial for building a communication strategy and to make the leap creative. Here are the controls of effectiveness than the public in an increasingly global. Ample space is also dedicated to advertising mail and new communication techniques that use the tools of the internet, which complement the ¹ wide range of topics, making this volume a detailed discussion on the analytical level, and accessible, for clarity and linearity of expression, to those who have need for updating and pursue.
LA COMUNICAZIONE Pubblicitaria
GRANATA G
2010-01-01
Abstract
The book offers a comprehensive and operational path, integrating theoretical and technical tools. The borders are wide of the new arena of communication with the dramatic changes taking place: the complexity of the brand value, the power distribution and the consumer, than elusiveness and critical attitudes of the public, the crisis of television and the digital revolution, the fragmentation media, integrated communications, new agencies for communication and innovative techniques of advertising online. The route starts by the necessary organizational elements, the process of work, structures, skills, information sources, continues with the ¹ analysis of the operation and effects of advertising, Coordinate crucial for building a communication strategy and to make the leap creative. Here are the controls of effectiveness than the public in an increasingly global. Ample space is also dedicated to advertising mail and new communication techniques that use the tools of the internet, which complement the ¹ wide range of topics, making this volume a detailed discussion on the analytical level, and accessible, for clarity and linearity of expression, to those who have need for updating and pursue.I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.
