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This text looks at the area of the marketing communications mix, using Financial Times case studies, discussion questions, and book and web references to take students through the planning process. It contains coverage of information technology and advertising, interactive advertising.Levia#39;s jeans seen as old peoplea#39;s jeans, part of the Establishment. ... Client keen to launch Levia#39;s 501 jeans in any case, as they had been successful in USA. ... Capture the enduring values of youth: sex, rebellion, freedom, individuality. ... Many argue that the advertising objectives driving the campaign should dictate the amount of media use especially if predicted end results can show worthwhile anbsp;...

Author:Ray Wright
Publisher:Pearson Education - 2000-01


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