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The fundamentals of advertising

Author: John Wilmshurst; Adrian Mackay
Publisher: Boston : Butterworth-Heinemann, 1999.
Edition/Format:   eBook : Document : English : 2nd edView all editions and formats
Summary:
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  Read more...
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Genre/Form: Electronic books
Additional Physical Format: Print version:
Wilmshurst, John.
Fundamentals of advertising.
Boston : Butterworth-Heinemann, 1999
(DLC) 99037884
(OCoLC)41649750
Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: John Wilmshurst; Adrian Mackay
ISBN: 9780750615624 0750615621 9780080507064 0080507069
OCLC Number: 499051565
Description: 1 online resource (xi, 384 pages) : illustrations (some color)
Contents: What advertising is about --
This advertising business --
How the advertising business functions --
Planning Advertising Campaigns --
How advertising works in detail --
How advertising is created --
Advertising internationally --
Media and other services around the world.
Responsibility: John Wilmshurst and Adrian Mackay.
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Abstract:

Useful for both professionals and students, this book covers advertising and its associated promotional areas, including public relations, sales promotion and sponsorship. It uses examples to  Read more...

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`More than adequately covers the subject... References are very thoughtful.. I particularly like the way in which the author positions research in the book...a most effective addition to any student Read more...

 
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