Description
The Fundamentals of Advertising is widely recognized as the most comprehensive and informative introduction to the area for both professionals and students. The new edition has been fully revised and updated and provides a comprehensive coverage of the whole business of advertising and its associated promotional areas, including public relations, sales promotion and sponsorship.
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.
Fully revised and updated second edition Endorsed by ISBA One of the key texts in the area from a widely known author team
About the Author
Currently freelance consultant and visiting lecturer on post-graduate programmes University of Greenwich. Extensive international consultancy and lecturing experience - in Europe, Africa, South America and the Far East. Author of the best-selling The Fundamentals and Practice of Marketing, The Fundamentals of Advertising and Below the Line Promition. Currently lecturing on MA Marketing and DMS programmes for the University of Greenwich.
Reviews
`More than adequately covers the subject... References are very thoughtful.. I particularly like the way in which the author positions research in the book...
a most effective addition to any student bookcase.' QRM
Book Information
ISBN 9780750615624
Author John Wilmshurst
Format Paperback
Page Count 408
Imprint Butterworth-Heinemann Ltd
Publisher Taylor & Francis Ltd
Weight(grams) 657g
