Advertising / Frank Jefkins.
Material type: TextSeries: Frameworks | FrameworksPublication details: Harlow : Financial Times Prentice Hall, 2000.Edition: 4th ed / revised and edited by Daniel YadinDescription: xxi, 394p. : ill., facsims. ; 24 cmISBN:- 9780273634355 (pbk.) :
- 0273634356 (pbk)
- 659.1JEF
- HF5823
Item type | Current library | Call number | Copy number | Status | Date due | Barcode | |
---|---|---|---|---|---|---|---|
Long Loan | TUS: Midlands, Main Library Athlone General Lending | 659.1JEF (Browse shelf(Opens below)) | 1 | Available | 209159 |
Previous ed.: 1994.
Includes bibliographical references (p. 368-369) and index.
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.
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.