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Presse technique. --- Presse technique --- Presse économique. --- Presse économique --- Publicité dans les magazines. --- Publicité dans les magazines --- Plans medias. --- Plans medias --- Presse technique - France --- Presse économique - France --- Publicité dans les magazines - France --- Plans medias - France.

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Propose une optimisation de l'utilisation de la presse magazine en publicité par une meilleure connaissance de ses qualités médias et par une réflexion sur l'architecture des plates-formes de communication mono ou plurimédias. Dresse un panorama des mesures d'efficacité du média magazine depuis l'impact jusqu'à son influence sur la construction des marques ou des ventes des produits.

Branding (Marketing) --- Advertising, Magazine --- Advertising --- Periodicals --- Stratégie de marque --- Publicité dans les magazines --- Publicité --- Périodiques --- Rate of return --- Taux de rendement

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La 4è de couv. indique : "Cet ouvrage développe les étapes nécessaires à la réalisation de campagnes publicitaires et vous accompagne dans la mise en oeuvre d'une approche plurimédia. De nombreuses publicités récentes sont commentées dans un cahier couleurs."

Television advertising. --- Radio advertising. --- Advertising, Magazine --- Advertising --- Internet advertising. --- Publicité télévisée --- Publicité radiophonique --- Publicité dans les magazines --- Publicité --- Publicite sur internet --- Rate of return. --- Taux de rendement

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When did mass culture first appear in the United States? How was it conceived, produced and disseminated? Who were the main players in its manufacture? This volume argues that the birth of mass culture in the USA can be traced to the rise of high-circulation magazines at the turn of the 19th century. It focuses on four leaders in the "magazine revolution" of the 1890s - "Cosmopolitan", the "Ladies Home Journal", "McClure's" and "Munsey's". This study argues that the pivotal juncture came at the turn of the 20th century, when magazines began to reach large audiences and to depend heavily on advertising revenues. Mass circulation of magazines, combined with the rise of brand name products, facilitated the emergence of a homogenized mass culture (one produced by the few for the many in the name of profit) for the first time. This epochal change in the making of culture took place through the energy and innovations of diverse agents - publishers, readers, ad men, merchandisers - acting to achieve disparate, but compatible goals. This book shows how their efforts succeeded because they answered to the needs of big business at a time when industrial capitalism's greatest achievements had led to its deepest crisis. Knitting together social and economic history, with literary criticism and cultural theory, Ohmann develops a new account of consumer society and the social class in which it first took root.

Marketing --- Advertising. Public relations --- Sociology of culture --- United States --- Advertising --- Advertising, Magazine --- Popular culture --- Mass media --- Publicité --- Publicité dans les magazines --- Culture populaire --- Médias --- Social aspects --- History. --- Aspect social --- Histoire --- 655.4 <73> --- 050 <73> --- Uitgeverij. Boekhandel--algemeen--Verenigde Staten van Amerika. VSA. USA --- Tijdschriften. Periodieken. Serials--(werken over)--Verenigde Staten van Amerika. VSA. USA --- 050 <73> Tijdschriften. Periodieken. Serials--(werken over)--Verenigde Staten van Amerika. VSA. USA --- History --- Publicité --- Publicité dans les magazines --- Médias --- Ads --- Advertisements --- Advertising, Consumer --- Advertising, Retail --- Advertising, Store --- Commercial speech --- Consumer advertising --- Retail advertising --- Speech, Commercial --- Store advertising --- Business --- Communication in marketing --- Industrial publicity --- Retail trade --- Advertisers --- Branding (Marketing) --- Propaganda --- Public relations --- Publicity --- Sales promotion --- Selling --- Consumer goods --- Domestic marketing --- Retail marketing --- Industrial management --- Aftermarkets --- Magazine advertising --- Periodical advertising --- Periodicals --- Mass communication --- Media, Mass --- Media, The --- Communication --- Social aspects&delete& --- Advertising [Magazine ] --- Advertising, Magazine - Social aspects - United States - History. --- Marketing - Social aspects - United States - History. --- Mass media - Social aspects - United States - History. --- United States of America