Practice of Advertising
eBook - ePub

Practice of Advertising

  1. 400 pages
  2. English
  3. ePUB (mobile friendly)
  4. Available on iOS & Android
eBook - ePub

Practice of Advertising

About this book

The Practice of Advertising addresses key issues in the industry, presenting a comprehensive overview of its components. Clarity in both style and content has been ensured so that the information is easily accessible and terminology is suitable for the reader. Based on the successful and highly regarded text previously edited by Norman Hart, this fifth edition contains up-to-date examples to illustrate key points and support underlying principles. Topics addressed range from introducing the roles of advertiser and the advertising agency, through to more specialised areas of advertising such as recruitment and directory advertising. The specialist knowledge gained from the contributors provides a valuable insight for practitioners and students wishing to gain a solid grounding in the subject. By looking at the current situation as well as considering developments likely to occur in the future, the text demonstrates how best to implement existing methods as well as considering how improvements can be made.

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Yes, you can access Practice of Advertising by Adrian Mackay in PDF and/or ePUB format, as well as other popular books in Betriebswirtschaft & Werbung. We have over one million books available in our catalogue for you to explore.

Information

Publisher
Routledge
Year
2007
eBook ISBN
9781136372452
Topic
Betriebswirtschaft
Subtopic
Werbung

Table of contents

  1. Cover
  2. Halftitle
  3. Title
  4. Copyright
  5. Contents
  6. List of Contributors
  7. Preface
  8. 1. Marketing – and the Place of Advertising within It
  9. 2. How Advertising Works
  10. 3. Integrated Marketing Communications
  11. 4. The Advertiser
  12. 5. The Advertising Agency
  13. 6. Media
  14. 7. Advertising Creativity
  15. 8. Press Production
  16. 9. TV, Radio and Cinema Production
  17. 10. Printing
  18. 11. Advertising Planning and Budgeting
  19. 12. Getting the Best from Advertising Agencies and Other Outside Suppliers
  20. 13. Media Research
  21. 14. Consumer Research
  22. 15. Business-to-Business Advertising
  23. 16. Services Advertising
  24. 17. Recruitment Advertising
  25. 18. Directory Advertising
  26. 19. International Advertising
  27. 20. Sales Promotion in Marketing
  28. 21. Advertising: Self-regulation and the Law
  29. 22. Training for a Career in Advertising
  30. Index