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The book cannot be previewed or downloaded in order to preserve the copyright of the author and publishing house
Not available digitally or on paper through the Noor Library, it is for rating and review
Author: | لين فاينريخ |
Category: | Air Conditioners And Refrigerators [Edit] |
Language: | Arabic |
Publisher: | دار الفاروق للاستثمارات الثقافية |
ISBN: | 977345083 |
Release Date: | 01 Jan 2001 |
Pages: | 144 |
Rank: | 323,495 No 1 most popular |
Short link: | Copy |
More books like this book |
"التعليمات الأساسية التي يحتاج إليها جميع مديري الدعاية والإعلان في مجال التسويق". مرشد لا غنى عنه في تنظيم أقوى حملة إعلانية تنفق الشركات أموالا طائلة على الحملات الإعلانية وقد يكون لديها دراية بسيطة أو لا يتوافر لديها أية فكرة عما إذا كانت ستنجح تلك الحملة أم لا. وقد قرر المؤلف بعد قضاء أربعين عاما في مجال الإعلانات كشف النقاب عن الكيفية التي تبرع بها وكالات الإعلان في استغلال أموال العملاء عن طريق خداعهم بالكلام المنمق الزائف الذي يكون من نسج خيالها. كما قادته كذلك خبرته الواسعة إلى النتيجة النهائية التي تقيد أن الصراع من أجل الحصول على وفاء وإخلاص العميل يحمل معان ضمنية متعلقة بمبادىء موجودة في طريقة تنفيذ الحملة الإعلانية, الأمر الذي عبر عنه بطريقة غير مباشرة في هذا الكتاب.
ويوجه الكاتب جميع الشركات التي تبحث عن الشهرة وإبراز العلامات التجارية الخاصة بها إلى ضرورة تطبيق: الحكم على عروض الوكالات الإعلانية بموضوعية، تنظيم حملات إعلانية أكثر تأثيرا وكفاءة، تحديد توقيت القيام بالحملة الإعلانية.
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