Practice of Advertising

ISBN-13: 9780750661737 / Angielski / Miękka / 2004 / 400 str.

Adrian MacKay

Opis

Addresses key issues in the industry, presenting a comprehensive overview of its components. This fifth edition contains examples to illustrate key points and support underlying principles. It provides a grounding to the principles involved in advertising; and covers specialist advertising such as recruitment and directory advertising.

Spis treści

Preface; Contributors' page; Marketing and the place of advertising within it (Adrian Mackay); How advertising works (John Wilmshurst); Integrated marketing communications (Ian Linton); The advertiser (Peter Beaumont); The advertising agency (Richard Mayer); Media (Sangeet Chana); Advertising creativity (Roger Stotesbury); Press production (Mark Maquire); TV, radio and cinema production (Nigel Foster); Printing (Les Claridge); Advertising planning and budgeting (Martyn P. Davis); Getting the best from advertising agencies and other outside suppliers (Adrian Mackay); Media research (Mike Monkman); Consumer research (Marilyn Baxter); Business-to-business advertising (Richard Jeans & Gareth Richards); Services advertising (Richard Warren); Recruitment advertising (Sarah Asprey); Directory advertising (Jackie Hewitt & Robert Love); International advertising (David Hanger); Sales promotion in marketing (Brend Simonetti); Advertising: self-regulation and the law (Chris Graham); Training for a career in advertising (Anne Murray Chatterton); Index.

O autorze

Adrian R. Mackay