Advertising Today and Tomorrow (RLE Advertising)
1st Edition
Published on 21. March 2013
Book
Hardback
234 pages
978-0-415-81783-7 (ISBN)
Description
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.
First published in 1974.
First published in 1974.
More details
Series
Language
English
Place of publication
London
United Kingdom
Publishing group
Taylor & Francis Ltd
Target group
College/higher education
Dimensions
Height: 240 mm
Width: 161 mm
Thickness: 18 mm
Weight
529 gr
ISBN-13
978-0-415-81783-7 (9780415817837)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Classification
Other editions
Additional editions
Book
11/2015
1st Edition
Routledge
€71.40
Shipment within 10-20 days
E-Book
05/2013
1st Edition
Routledge
€64.49
Available for download
E-Book
05/2013
1st Edition
Routledge
€64.49
Available for download
Person
Evans, W.A.
Content
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.