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Fundamentals of Advertising

Genres: Advertising
Format: Paperback / softback
Publisher: Taylor & Francis Ltd, Oxford, United Kingdom
Imprint: Butterworth-Heinemann Ltd
Published: 1st Sep 1999
Dimensions: w 156mm h 234mm d 21mm
Weight: 573g
ISBN-10: 0750615621
ISBN-13: 9780750615624
Barcode No: 9780750615624
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Synopsis
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 examples to illustrate their themes and an informative series of guidelines and checklists of value not only to students but to those applying the various techniques. Topics the authors examine include: The role of the advertising agencies, Planning advertising campaigns, Setting budgets, The scope of below-the-line promotion, How advertising materials are created and produced, The issue of control in advertising, International advertising.

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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 bookcase.' QRM