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 |
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Page viii
... television 231 12.4 Current developments in television 236 12.5 Buying television time 239 12.6 Buying radio time 240 12.7 Audience measurement 241 12.8 Direct response television (DRTV) 243 12.9 Summary 243 12.10 References 244 12.11 ...
... television 231 12.4 Current developments in television 236 12.5 Buying television time 239 12.6 Buying radio time 240 12.7 Audience measurement 241 12.8 Direct response television (DRTV) 243 12.9 Summary 243 12.10 References 244 12.11 ...
Page ix
... television commercials 304 15.7 Producing radio advertisements 310 15.8 Cinema commercials and films for 'private' showing 313 15.9 Creating posters 313 15.10 Summary 314 15.11 References 314 15.12 Further reading 315 15.13 Questions ...
... television commercials 304 15.7 Producing radio advertisements 310 15.8 Cinema commercials and films for 'private' showing 313 15.9 Creating posters 313 15.10 Summary 314 15.11 References 314 15.12 Further reading 315 15.13 Questions ...
Page xiii
... television and the Internet. The chapter on printing methods has been totally rewritten in the light of the computer revolution which has come so far in such a short time. Also updated considerably are the international chapters, to ...
... television and the Internet. The chapter on printing methods has been totally rewritten in the light of the computer revolution which has come so far in such a short time. Also updated considerably are the international chapters, to ...
Page 3
... television was widespread in the USA and about to start trials in the UK. Satellite television was waiting in the wings. Direct response TV advertising through computer links was being developed. A mere ten years later, all these things ...
... television was widespread in the USA and about to start trials in the UK. Satellite television was waiting in the wings. Direct response TV advertising through computer links was being developed. A mere ten years later, all these things ...
Page 5
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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