The Entrepreneur's Guide to Advertising - Hardcover
by James R. Ogden (Author), Scott Rarick (Author)
Two experts show entrepreneurs how to execute advertising campaigns and maintain a unified message when advertising and communicating with customers.
Geared to the fast-changing media world of the 21st century, The Entrepreneur's Guide to Advertising was written to offer both basic advertising concepts and advanced, state-of-the-art information about the new advertising environment. In its pages, two expert authors walk the entrepreneur through each and every stage necessary to create an integrated and synergistic advertising and marketing communications program. This guide covers all of the many facets of advertising, as well as the variables that make up the Integrated Marketing Communication (IMC) mix. Most notably, the book provides a framework entrepreneurs can use to develop a marketing communication (MARCOM) plan of their own. Readers will come away from The Entrepreneur's Guide to Advertising with an enhanced ability to make research-based judgments about their market and a new savvy about their approach to communications.Dr. J.R. (Doc) Ogden, PhD, is professor of marketing at Kutztown University, Kutztown, PA.
Scott Rarick is a successful advertising executive currently serving as director of media and director of account services for The Stevenson Group.Made with care and unconditionally loved by our customers, this signature bestseller exceeds all expectations.
Made with care and unconditionally loved by our customers, this signature bestseller exceeds all expectations.
At the heart of every product lies a unique story, driven by our passion for quality and innovation. Each item enhances your everyday life and sparks joy.