动力还是阻力:欧美广告学界对AP功能与价值的研究被引量：1

下载PDF

导出

摘要《动力还是阻力:欧美广告学界对AP功能与价值的研究》一文在广泛收集最新资料的基础上,就AP制研究这一新鲜的学术课题,分析了欧美广告学界对AP的研究成果以及围绕AP制产生的争议,以期对国内广告学界提供一些借鉴。

作者刘悦坦

机构地区山东大学文学与新闻传播学院

出处《新闻界》 CSSCI 北大核心 2006年第6期14-16,29,共4页 Journalism and Mass Communication

关键词广告学价值欧美阻力消费者代表消费者调查广告公司起步阶段

参考文献16

1Steel,J.Truth,Lies and Advertising:The Art of Account Planning[M].New York,Wiley,1998:P12.P18.P19.P42.P36.P76.
2Barry,Thomas E,Ron L.Peterson,and W.Bradford Todd,The Role of Account Planning in the Future of Advertising Agency Research[J].Journal of Advertising Research.1987,27 (1):P16.
3Feldwick,P,ED.Pollitt on Planning[M].Account Planning Group,BMP DDB Needham.Oxfordshire,U.K.:AdMap Publications,2000:xiii.
4Rayner,Jane.The Secret Weapon That Has Made a Fortune For Chiat Day[J].Campaign,1984,34 (12):P67.
5Christopher E.Hackley Account planning:current agency perspectives on an advertising enigma[J].Journal of Advertising Research,2003,43 (6):P233.236.
6Pollitt,Stanley.How I Started Account Planning in Agencies[M].In Account Planning.London:Institute of Practitioners of Advertising.1981:P25.
7Keith Crosier,lan Grant,Charlotte Glmore,Account planning in Scottish advertising agencies:a discipline in transition[M].Journal of marketing Communication.2003,35 (9):P1.P3.
8White,Rob.What Every Account Executive Should Know About Account Planning[M].New York:American Association of Advertising Agencies,1995:P18.
9Kover,A.J,S.M.Goldberg,and W.L.James.The Games Copywriters Play:Conflict,Quasi-Control,a New Proposal[J].Journal of Advertising Research.1995,35 (4):P31.
10Margaret A Morrison,Eric Haley.Account Panners' Views on How Their Work is and Should be Evaluated[J].Journal of Advertising.2003,32(2):P17.P11.

新闻界

2006年第6期

内容加载中请稍等...