| Description |
xxiii, 1 unnumbered page, 367 pages : illustrations ; 24 cm |
| Contents |
1. Marketing - and the place of advertising within it / Adrian R. Mackay -- 2. How advertising works / John Wilmshurst -- 3. Integrated marketing communications / Ian Linton -- 4. The advertiser / Peter Beaumont -- 5. The advertising agency / Richard Mayer -- 6. Media / Sangeet Kaur Chana -- 7. Advertising creativity / Roger Stotesbury -- 8. Press production / Mark Maguire -- 9. TV, radio and cinema production / Nigel Foster -- 10. Printing / Leslie Claridge -- 11. Advertising planning and budgeting / Martyn P. Davis -- 12. Getting the best from advertising agencies and other outside suppliers / Adrian R. Mackay -- 13. Media research / Mike Monkman -- 14. Consumer research / Marilyn Baxter -- 15. Business-to-business advertising / Richard Jeans and Gareth Richards -- 16. Services advertising / Richard K. Warren -- 17. Recruitment advertising / Sarah Asprey -- 18. Directory advertising / Robert Love and Jackie Hewitt -- 19. International advertising / David J. Hanger -- 20. Sales promotion in marketing / Brenda Simonetti -- 21. Advertising : self-regulation and the law / Christopher Graham -- 22. Training for a career in advertising / Ann Murray Chatterton |
| Summary |
This text addresses key issues in the advertising industry presenting a comprehensive overview of its componenets. The specialist knowledge gained from the contributors provides a valuable insight for practioners and students wishing to gain a solid grounding in the subject |
| Analysis |
Public relations & advertising |
|
Public relations & advertising |
| Notes |
Previous ed.: 1995 |
| Bibliography |
Includes bibliographical references and index |
| Subject |
Advertising.
|
| Author |
Mackay, Adrian.
|
| LC no. |
00002640 |
| ISBN |
0750661739 paperback |
|
