John Wilmshurst, Adrian Mackay

Fundamentals of Advertising (eBook, ePUB)

• Format: ePub

Produktbeschreibung

The Fundamentals of Advertising is widely recognized as the most comprehensive and informative introduction to the area for both professionals and students. The new edition has been fully revised and updated and provides a comprehensive coverage of the whole business of advertising and its associated promotional areas, including public relations, sales promotion and sponsorship.

The authors use a wide range of examples to illustrate their themes and an informative series of guidelines and checklists of value not only to students but to those applying the various techniques.

Topics the authors examine include: The role of the advertising agencies, Planning advertising campaigns, Setting budgets, The scope of below-the-line promotion, How advertising materials are created and produced, The issue of control in advertising, International advertising.

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Produktdetails

• Verlag: Taylor & Francis
• Seitenzahl: 384
• Erscheinungstermin: 17. Februar 2010
• Englisch
• ISBN-13: 9781136401640
• Artikelnr.: 38267143

Autorenporträt

John Wilmshurst, Adrian Mackay

Inhaltsangabe

Part one: What advertising is about - This advertising business
What advertising does
How advertising happens
Picturing the market
Part Two: How the advertising business functions - Planning Advertising Campaigns
How advertising comes into being - the role of advertising agencies
Where advertising appears
Advertising and its stable-mates - below-the-line promotion
How advertising is controlled
Part Three: How advertising works in detail - How advertising is created
The printed media
The broadcast media
Other media and media terms
Media buying, planning and scheduling
The production of advertising material
Measuring advertising effectiveness I - theories of how advertising works
Measuring advertising effectiveness II - a review of research methods
Part Four: Advertising internationally - Media and other services around the world
Advertising messages around the world.