Advertising
Description
This best-selling book looks at the structure and organisation of the industry, how campaigns are constructed and costed, the various methods of promotion, above-the-line and below-the-line costs, legal and ethical issues, market research and much, much more. The new edition has been fully updated and contains updated material on advertising departments, TV franchises, corporate video and satellite broadcasting. Case studies are used to bring the subject into the real world.
More details
Other editions
Previous edition
Content
1. Advertising and the marketing function
2. Types of advertising
3. The advertising agency
4. Advertising media: above-the-line
5. Advertising media: below-the-line
6. Sales promotion
7. Sponsorship
8. Direct mail
9. Direct response marketing
10. Exhibitions
11. Copywriting
12. Layout and typography
13. Printing processes
14. Public relations
15. Advertising on the Internet
16. Corporate advertising
17. Advertising research
18. Law and ethics of advertising
19. Planning and executing an advertising campaign Appendices
Addresses
Further reading
Index