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OverviewAdvertising Today and Tomorrow surveys the structure and function of modern advertising (and in particular the modern advertising agency), investigates how appropriate its machinery is for modern business requirements, and suggests how, both for the good of itself and its clients, it can best equip and refine itself for the future. It is of great use to students of business, particularly of marketing, in the colleges, universities and business schools, as well as being of great help to young people seeking to make advertising their career. First published in 1974. Full Product DetailsAuthor: W.A. EvansPublisher: Taylor & Francis Ltd Imprint: Routledge Dimensions: Width: 15.60cm , Height: 1.30cm , Length: 23.40cm Weight: 0.453kg ISBN: 9781138966161ISBN 10: 1138966169 Pages: 240 Publication Date: 26 November 2015 Audience: College/higher education , General/trade , Tertiary & Higher Education , General Format: Paperback Publisher's Status: Active Availability: In Print ![]() 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 ContentsPreface. Part 1. 1. Advertising Yesterday. Personal Communication. History and Development. Growth of the Agency. Increasing Sophistication. Return to Basics. 2. Advertising Today. Advertising and Society. The Art of Communication. Agency Structure and Operation. Campaign Planning. Campaign Implementation. Campaign Control. Financial Systems. Effective Account Management. Campaign Evaluation. Forward Planning. 3. The Search for Protection. The Growing Consciousness of Power. The Increasing Public Suspicion. The Desire for ‘Professionalism’. Recruitment and Training. Part 2. 4. Agency Anomalies. The Commission System. The Marketing v. Creative Dilemma. The New Business Business. Conclusion. 5. Ivory Towers. Introspection. Future Indefinite. Part 3. 6. The Winds of Change. The Product / Market Match. Crumbling Structures. Consumerism. Conclusion. 7. Advertising Man. 8. Advertising Tomorrow. Introduction. Recapitulation. The Future. Index.ReviewsAuthor InformationEvans, W.A. Tab Content 6Author Website:Countries AvailableAll regions |