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Informationen zum Autor Adrian R. Mackay Klappentext Addressing key issues in the industry, this resource presents a comprehensive overview of its components. Based on the successful and highly regarded text previously edited by Norman Hart, this fifth edition contains up-to-date examples as illustrations. Zusammenfassung Addresses key issues in the industry, presenting a comprehensive overview of its components. This fifth edition contains examples to illustrate key points and support underlying principles. It provides a grounding to the principles involved in advertising; and covers specialist advertising such as recruitment and directory advertising. Inhaltsverzeichnis Preface; Contributors' page; Marketing and the place of advertising within it; How advertising works; Integrated marketing communications; The advertiser; The advertising agency; Media; Advertising creativity; Press production; TV, radio and cinema production; Printing; Advertising planning and budgeting; Getting the best from advertising agencies and other outside suppliers; Media research; Consumer research; Business-to-business advertising; Services advertising; Recruitment advertising; Directory advertising; International advertising; Sales promotion in marketing; Advertising: self-regulation and the law; Training for a career in advertising; Index.
