The Fundamentals of AdvertisingButterworth-Heinemann, 1999 - 384 pages 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 |
Other editions - View all
Common terms and phrases
achieve activity advertising agency appear approach areas aspects attitudes audience basis become brand brief campaign carried cent Channel Chapter clear client colour communication consider consumer cost countries creative customers deal designed detailed developed direct discussion effect example expenditure fact factors figures give given ideas important increase industry interest involved kind look magazines marketing means measure medium methods million newspapers objectives offer particular person planning possible posters printing programmes promotion published purchase questions radio range reach referred relations response sample selected selling situation specific stage strategy suggests Table television understanding usually wide