Jefkins, Frank,  1920- <br/><br/>
Advertising / 
Frank Jefkins. 
 - 4th ed /  revised and edited by Daniel Yadin. 
 - Harlow :  Financial Times Prentice Hall,  2000. 
 - xxi, 394p. :  ill., facsims. ;  24 cm. 
 - Frameworks .
 - Frameworks .
<br/><br/> Previous ed.: 1994. 
<br/><br/>Includes bibliographical references (p. 368-369) and index. 
<br/><br/>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 respoonse -- 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. 
<br/><br/> 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. 
<br/><br/><label>ISBN: </label>9780273634355 (pbk.) :  £19.99 0273634356 (pbk) 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Advertising.<br/>Business and Management.<br/>Advertising<br/>Media, entertainment, information & communication industries
<br/><br/><label>LC Class. No.: </label>HF5823 
<br/><br/><label>Dewey Class. No.: </label>659.1JEF