Advertising (eBook, 2000) [WorldCat.org]
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Advertising

Author: Frank William Jefkins; Daniel L Yadin
Publisher: Harlow ; New York : Financial Times Prentice Hall, 2000.
Series: Frameworks.
Edition/Format:   eBook : Document : English : 4th ed.View all editions and formats
Summary:
This volume looks at the structure and organisation of the advertising industry, how campaigns are constructed and costed, the various methods of promotion, above- and below-the-line costs, legal and ethical issues, and market research.
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Details

Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: Frank William Jefkins; Daniel L Yadin
OCLC Number: 1244225603
Description: 1 online resource (xxi, 394 pages : illustrations).
Contents: 1. Advertising and the marketing function --
2. The advertising department --
3. Types of advertising --
4. The advertising agency --
5. Advertising media: above-the-line --
6. Advertising media: below-the-line --
7. Sales promotion --
8. Sponsorship --
9. Direct mail and direct response --
10. Exhibitions --
11. Copywriting --
12. Layout and typography --
13. Printing processes --
14. Public relations --
15. Corporate advertising --
16. Corporate identity --
17. Advertising research --
18. Law and ethics of advertising --
19. Planning and executing an advertising campaign --
20. The advertiser and the Internet.
Series Title: Frameworks.
Responsibility: Frank Jefkins.

Abstract:

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

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