The Fundamentals of AdvertisingButterworth-Heinemann, 1999 - 384 من الصفحات 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 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. Fully revised and updated second edition Endorsed by ISBA One of the key texts in the area from a widely known author team |
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الصفحة i
John Wilmshurst, Adrian Mackay. The Fundamentals of Advertising The Voice of British Advertiser* Published in association with the ISBA. The Incorporated Society of British Advertisers (ISBA) represents £6.5 billion of marketing ...
John Wilmshurst, Adrian Mackay. The Fundamentals of Advertising The Voice of British Advertiser* Published in association with the ISBA. The Incorporated Society of British Advertisers (ISBA) represents £6.5 billion of marketing ...
الصفحة vi
... advertising business functions 5 Planning advertising campaigns 69 5.1 The importance of objectives 69 5.2 Advertising in a marketing context 72 5.3 The particular strength of advertising 75 5.4 Promotional strategy 76 5.5 Advertising ...
... advertising business functions 5 Planning advertising campaigns 69 5.1 The importance of objectives 69 5.2 Advertising in a marketing context 72 5.3 The particular strength of advertising 75 5.4 Promotional strategy 76 5.5 Advertising ...
الصفحة viii
John Wilmshurst, Adrian Mackay. Part 3 How advertising works in detail 10 How advertising is created 185 10.1 The nature of creativity in advertising 185 10.2 The 'science' of advertising 186 10.3 What it takes to create effective ...
John Wilmshurst, Adrian Mackay. Part 3 How advertising works in detail 10 How advertising is created 185 10.1 The nature of creativity in advertising 185 10.2 The 'science' of advertising 186 10.3 What it takes to create effective ...
الصفحة ix
... advertising effectiveness I: theories of how advertising works 316 16.1 What makes for effective advertising? 316 16.2 Advertising's role in the 'total selling' process 317 16.3 'Hierarchy of effects' theories of advertising 318 16.4 ...
... advertising effectiveness I: theories of how advertising works 316 16.1 What makes for effective advertising? 316 16.2 Advertising's role in the 'total selling' process 317 16.3 'Hierarchy of effects' theories of advertising 318 16.4 ...
الصفحة xv
... Advertising Association The Advertising Standards Authority (especially for the abridged version of the Code in Chapter 9) The Incorporated Society of British Advertisers The Independent Television Companies Association For permission ...
... Advertising Association The Advertising Standards Authority (especially for the abridged version of the Code in Chapter 9) The Incorporated Society of British Advertisers The Independent Television Companies Association For permission ...
المحتوى
Part 2 How the advertising business functions | 67 |
Part 3 How advertising works in detail | 183 |
Part 4 Advertising internationally | 351 |
379 | |
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