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.
Publisher: Taylor & Francis Ltd
Number of pages: 400
Weight: 808 g
Dimensions: 235 x 159 mm
Edition: 2nd New edition
a most effective addition to any student bookcase.' QRM
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