A01=Adrian Mackay
A01=John Wilmshurst
advertising agency operations guide
Advertising Association
advertising effectiveness measurement
AIDA
Alan Hedges
Author_Adrian Mackay
Author_John Wilmshurst
Bu T
Ca N B
campaign budgeting methods
Category=KJS
Category=KJSA
Children's Advertising
commission
D Ca
D Tr
eq_bestseller
eq_business-finance-law
eq_isMigrated=1
eq_isMigrated=2
eq_nobargain
eq_non-fiction
figures
Fo R Short
Hol D
IBA
independent
Int
international media services
John Barleycorn
Make U P
marketing
MCB.
Measure Advertising Effectiveness
media planning techniques
mix
NAR
Persona
Press Ad
promotion
public relations strategy
sales
Sales Promotion
Simpl
sponsorship management
target
television
Th E Real World
this
Tv Advertising
Tv Campaign
Tv Commercial
Product details
- ISBN 9781138161498
- Weight: 910g
- Dimensions: 156 x 234mm
- Publication Date: 31 Mar 2017
- Publisher: Taylor & Francis Ltd
- Publication City/Country: GB
- Product Form: Hardback
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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.
