408 Pages
by
Routledge
408 Pages
by
Routledge
384 Pages
by
Routledge
Also available as eBook on:
The Fundamentals of Advertising is widely recognized as the most comprehensive and informative introduction to the area for both professionals and students. The new edition has been fully revised and updated and provides a comprehensive coverage of the whole business of advertising and its associated promotional areas, including public relations, sales promotion and sponsorship. The authors use... Read more
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.
Biography
John Wilmshurst, Adrian Mackay
`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
