Advertising
4th Edition
Published on 16. November 1999
Book
Paperback/Softback
320 pages
978-0-07-709458-4 (ISBN)
Description
A revised edition of a comprehensive, practical and contemporary introduction to the core concepts and practice of advertising. The new edition has been substantially rewritten to reflect the impact of new media and research methods, and the new emphasis on integrated communications and international branding. The text includes coverage of ad agency functions, how to assess the effectiveness of advertising, and how to create a successful ad campaign - all illustrated with numerous recent case histories and examples of current advertising material.
More details
Edition
4th edition
Language
English
Place of publication
London
United States
Publishing group
McGraw-Hill Education - Europe
Target group
College/higher education
Illustrations
illustrations
Dimensions
Height: 246 mm
Width: 191 mm
Thickness: 20 mm
Weight
750 gr
ISBN-13
978-0-07-709458-4 (9780077094584)
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
Previous edition
Book
07/1993
3rd Edition
McGraw-Hill Publishing Co.
€23.51
Article exhausted; check for reprint
Content
1. Introduction 2. The Agency World 3. Managing the Client-Agency Relationship 4. How Advertising Works 5. Planning Advertisements - the Strategy 6. Planning the Advertising - Creative Briefing 7. Creating the Ads. 8. Evaluating Advertisements 9. The Media-where should we put our ads and why? 10. Television 11. The Press 12. Secondary Media 13. Response and Interactive Advertising 14. Planning the Campaign 15. Advertising and the Law 16. Advertising and Economics. 17. Advertising and Society 18. Global, Glocal, Local? 19. The Future Glossary/Further sources of Information/Index