Advertising
Published on 10. August 1999
Book
Paperback/Softback
336 pages
978-0-273-63289-4 (ISBN)
Description
A European advertising text, packed with practical examples, which will be ideal for all students of advertising.
Advertising will be a core text for courses in advertising at 3/4th year level as well as CAM diploma and certificate students. In addition marketing communications will find it useful as supplementary reading.
Advertising will be a core text for courses in advertising at 3/4th year level as well as CAM diploma and certificate students. In addition marketing communications will find it useful as supplementary reading.
More details
Language
English
Place of publication
Harlow
United Kingdom
Publishing group
Pearson Education Limited
Target group
Professional and scholarly
Dimensions
Height: 246 mm
Width: 189 mm
Thickness: 20 mm
Weight
690 gr
ISBN-13
978-0-273-63289-4 (9780273632894)
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
Content
The growth of advertising and advertising methods
Society and advertising
Advertising and marketing
Advertising and internal and external communications
The advertiser
The advertising agency
The changing nature of agency client relationships
Government and quangos
The importance of information
Segmentation, targeting and positioning
Above the line advertising
Below the line advertising
Planning, creating and producing adverts
The strategic planning process
Tactics and operational implementation
Advertising across international boundaries
Approaches to international advertising
Advertising in the new millennium
Society and advertising
Advertising and marketing
Advertising and internal and external communications
The advertiser
The advertising agency
The changing nature of agency client relationships
Government and quangos
The importance of information
Segmentation, targeting and positioning
Above the line advertising
Below the line advertising
Planning, creating and producing adverts
The strategic planning process
Tactics and operational implementation
Advertising across international boundaries
Approaches to international advertising
Advertising in the new millennium