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Grundlagen des Werbemanagements
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Dieses Lehrbuch bietet einen grundlegenden berblick ber die wichtigsten Planungsaspekte, Werbetrger und -instrumente sowie ber das strategische Management und Controlling von Werbekommunikation. Der Autor erklrt die organisatorische Einbettung des Werbemanagements bei werbungtreibenden Unternehmen und Agenturen sowie den gesamten Markt der physischen und digitalen Werbetrger. Von der Markt-, Zielgruppen- und Zielanalyse, ber Briefing, Budgetierung, Konzeption und Kreation bis hin zum Controlling des Werbeerfolgs deckt er alle entscheidenden Phasen ab grundlegend und einfhrend erklrt. Zahlreiche Beispiele und Tipps aus der Praxis sichern den aktuellen Praxisbezug; Lernziele und Wissenschecks nach jedem Kapitel sorgen fr einen nachhaltigen Lernerfolg.
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