W A Evans

Advertising Today and Tomorrow

• Gebundenes Buch

Produktbeschreibung

Advertising Today and Tomorrow surveys the structure and function of modern advertising (and in particular the modern advertising agency), investigates how appropriate its machinery is for modern business requirements, and suggests how, both for the good of itself and its clients, it can best equip and refine itself for the future. It is of great use to students of business, particularly of marketing, in the colleges, universities and business schools, as well as being of great help to young people seeking to make advertising their career.

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Produktdetails

• Verlag: Taylor & Francis
• Seitenzahl: 234
• Erscheinungstermin: 21. März 2013
• Englisch
• Abmessung: 236mm x 157mm x 18mm
• Gewicht: 476g
• ISBN-13: 9780415817837
• ISBN-10: 0415817838
• Artikelnr.: 36815503

Autorenporträt

Evans, W.A.

Inhaltsangabe

Preface. Part 1. 1. Advertising Yesterday. Personal Communication. History
and Development. Growth of the Agency. Increasing Sophistication. Return to
Basics. 2. Advertising Today. Advertising and Society. The Art of
Communication. Agency Structure and Operation. Campaign Planning. Campaign
Implementation. Campaign Control. Financial Systems. Effective Account
Management. Campaign Evaluation. Forward Planning. 3. The Search for
Protection. The Growing Consciousness of Power. The Increasing Public
Suspicion. The Desire for 'Professionalism'. Recruitment and Training. Part
2. 4. Agency Anomalies. The Commission System. The Marketing v. Creative
Dilemma. The New Business Business. Conclusion. 5. Ivory Towers.
Introspection. Future Indefinite. Part 3. 6. The Winds of Change. The
Product / Market Match. Crumbling Structures. Consumerism. Conclusion. 7.
Advertising Man. 8. Advertising Tomorrow. Introduction. Recapitulation. The
Future. Index.