Advertising
Author:   Frank Jefkins ,  Daniel Yadin ,  Daniel Yadin
Publisher:   Pearson Education Limited
Edition:   4th edition
ISBN:  

9780273634355


Pages:   416
Publication Date:   21 February 2000
Format:   Paperback
Availability:   In Print   Availability explained
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Advertising


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Overview

Advertising looks at the structure and organisation of the industry, how campaigns are constructed and costed, the various methods of promotion, above-the-line and below-the-line costs, legal and ethical issues, market research and much, much more.

Full Product Details

Author:   Frank Jefkins ,  Daniel Yadin ,  Daniel Yadin
Publisher:   Pearson Education Limited
Imprint:   Financial Times Prentice Hall
Edition:   4th edition
Dimensions:   Width: 15.80cm , Height: 2.20cm , Length: 23.40cm
Weight:   0.608kg
ISBN:  

9780273634355


ISBN 10:   0273634356
Pages:   416
Publication Date:   21 February 2000
Audience:   Professional and scholarly ,  Professional & Vocational
Format:   Paperback
Publisher's Status:   Active
Availability:   In Print   Availability explained
This item will be ordered in for you from one of our suppliers. Upon receipt, we will promptly dispatch it out to you. For in store availability, please contact us.

Table of Contents

1. Advertising and the marketing function 2. Types of advertising 3. The advertising agency 4. Advertising media: above-the-line 5. Advertising media: below-the-line 6. Sales promotion 7. Sponsorship 8. Direct mail 9. Direct response marketing 10. Exhibitions 11. Copywriting 12. Layout and typography 13. Printing processes 14. Public relations 15. Advertising on the Internet 16. Corporate advertising 17. Advertising research 18. Law and ethics of advertising 19. Planning and executing an advertising campaign Appendices Addresses Further reading Index

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