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Advertising / Frank Jefkins.

By: Contributor(s): Material type: TextTextSeries: 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)
Subject(s): DDC classification:
  • 659.1JEF
LOC classification:
  • HF5823
Contents:
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.
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.
Holdings
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.

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