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Introducere în publicitate

cursuri universitare

Dan Petre Mihaela Nicola

Introducere în publicitate

Ilustraþia copertei: Cristian Kit Paul, Brandient

Toate drepturile asupra acestei ediþii aparþin Editurii, 2004 SNSPA, Facultatea de Comunicare ºi Relaþii Publice „David Ogilvy“ Strada Povernei 6–8, Bucureºti Tel./fax: (021) 313 58 95 E-mail:

Descrierea CIP a Bibliotecii Naþionale a României PETRE, DAN Introducere în publicitate / Dan Petre, Mihaela Nicola. – Bucureºti:, 2004 Bibliogr. ISBN 973-711-004-8 I. Nicola, Mihaela 659.1


Notã introductivã / 7 Introducere: surse teoretice ºi delimitãri conceptuale / 9 Surse teoretice / 10 Delimitãri conceptuale. Definiþii. Distincþii faþã de domeniile înrudite / 18 Scurt istoric al publicitãþii / 25 Scurt istoric al publicitãþii la nivel internaþional / 25 Scurt istoric al publicitãþii în România / 34 Publicitatea ca proces de comunicare / 41 Funcþiile publicitãþii / 44 Tipuri de publicitate / 47 Rolul publicitãþii în activitatea de marketing / 52 Obiectivele campaniei de publicitate / 55 Canalele media utilizate în publicitate / 56 Agenþia de publicitate / 67 Agenþia de publicitate / 67 Scurt istoric / 68 Agenþia de publicitate modernã / 71 Cercetarea pentru publicitate / 87 Cercetarea exploratorie ºi de dezvoltare a campaniei (developmental research) / 93 Cercetarea confirmatorie de testare (confirmatory research sau advertising testing) / 100 Cercetarea evaluatorie (evaluative research) / 109 Strategia ºi planificarea în publicitate / 117 Comportamentul consumatorului / 118 Procesul de planificare strategicã. Rolul în desfãºurarea campaniei de publicitate / 124 Etapele procesului de planificare strategicã / 130

Creaþia în publicitate / 137 Procesul creaþiei publicitare: de la brief la produsul…...

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