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Advertising / Frank Jefkins.

By: Contributor(s): Material type: TextTextSeries: Frameworks seriesPublication details: Harlow : Financial Times Prentice Hall, 2000.Edition: 4th ed / revised and edited by Daniel YadinDescription: xxi, 394p. : ill., facsims. 24 cmISBN:
  • 9780273634355
  • 9780273634355
Subject(s):
Partial contents:
Advertising and the marketing function -- The advertising department -- Types of advertising -- The advertising agency -- Advertising media: above-the-line -- Advertising media: below-the-line -- Sales promotion -- Sponsorship -- Direct mail and direct response -- Exhibitions -- Copywriting -- Layout and typography -- Printing processes -- Public relations -- Corporate advertising -- Corporate identity -- Advertising research -- Law and ethics of advertising -- Planning and executing an advertising campaign -- The advertiser and the Internet
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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Holdings
Item type Current library Call number Status Date due Barcode
General General ATU Dublin Road General Shelves 659.1 (Browse shelf(Opens below)) Available J122557
General General ATU Dublin Road General Shelves 659.1 (Browse shelf(Opens below)) Available 072339

Includes bibliographical references (p. 368-369) and index.

Advertising and the marketing function -- The advertising department -- Types of advertising -- The advertising agency -- Advertising media: above-the-line -- Advertising media: below-the-line -- Sales promotion -- Sponsorship -- Direct mail and direct response -- Exhibitions -- Copywriting -- Layout and typography -- Printing processes -- Public relations -- Corporate advertising -- Corporate identity -- Advertising research -- Law and ethics of advertising -- Planning and executing an advertising campaign -- The advertiser and the Internet

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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