Fundamentals of Advertising

ISBN-13: 9780750615624 / Angielski / Miękka / 1999 / 400 str.

John Wilmshurst

Opis

Useful for both professionals and students, this book covers advertising and its associated promotional areas, including public relations, sales promotion and sponsorship. It uses examples to illustrate their themes and contains a series of guidelines and checklists of value not only to students but also to those who apply the various techniques.

Recenzje

`More than adequately covers the subject... References are very thoughtful.. I particularly like the way in which the author positions research in the book...
a most effective addition to any student bookcase.' QRM

Spis treści

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.

O autorze

John Wilmshurst, Adrian Mackay