Tested advertising methods. Caples, John.

platforms. Co-creative methods are emphasised and provide readers with a theoretical underpinning of

-of-chapter discussion questions, and features that highlight how research methods can be applied to strategic

today's marketplace. Readers will learn the ins and outs of the new consumer, and the tools, methods

: Specific alternative media methods are discussed in separate chapters, including electronic and social

Methods -- Essentials of Effective Testing -- Measuring the Effectiveness of Other Program Elements

bringing together for the first time discussions and case studies that reveal the working methods of major

honoured IMC methods, the text reflects new academic literature and practitioner developments in the field.

the shift from the conventional methods of advertising to the more widely recognised approach of

v. 1. Fundamental principles, advertising mediums -- v. 2. Methods of appeal, outdoor, street car

how best to implement existing methods as well as considering how improvements can be made.

expansion, you get 30 action plans via guerrilla marketing tips, methods, ideas, and values - where the