Fundamentals of Advertising
Autor John Wilmshurst, Adrian Mackayen Limba Engleză Paperback – sep 1999
The authors use a wide range of examples to illustrate their themes and an informative series of guidelines and checklists of value not only to students but to those applying the various techniques.
Topics the authors examine include: The role of the advertising agencies, Planning advertising campaigns, Setting budgets, The scope of below-the-line promotion, How advertising materials are created and produced, The issue of control in advertising, International advertising.
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Specificații
ISBN-13: 9780750615624
ISBN-10: 0750615621
Pagini: 408
Dimensiuni: 156 x 234 x 228 mm
Greutate: 0.66 kg
Ediția:2Revizuită
Editura: Taylor & Francis
Colecția Routledge
Locul publicării:Oxford, United Kingdom
ISBN-10: 0750615621
Pagini: 408
Dimensiuni: 156 x 234 x 228 mm
Greutate: 0.66 kg
Ediția:2Revizuită
Editura: Taylor & Francis
Colecția Routledge
Locul publicării:Oxford, United Kingdom
Public țintă
Professional Practice & DevelopmentCuprins
Part one: What advertising is about - This advertising business; What advertising does; How advertising happens; Picturing the market; Part Two: How the advertising business functions - Planning Advertising Campaigns; How advertising comes into being - the role of advertising agencies; Where advertising appears; Advertising and its stable-mates - below-the-line promotion; How advertising is controlled; Part Three: How advertising works in detail - How advertising is created; The printed media; The broadcast media; Other media and media terms; Media buying, planning and scheduling; The production of advertising material; Measuring advertising effectiveness I - theories of how advertising works; Measuring advertising effectiveness II - a review of research methods; Part Four: Advertising internationally - Media and other services around the world; Advertising messages around the world.
Recenzii
`More than adequately covers the subject... References are very thoughtful.. I particularly like the way in which the author positions research in the book...
a most effective addition to any student bookcase.' QRM
a most effective addition to any student bookcase.' QRM
Descriere
The Fundamentals of Advertising is widely recognized as the most comprehensive and informative introduction to the area for both professionals and students.