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The practice of advertising [electronic resource] / edited by Adrian R. Mackay.

Contributor(s): Material type: TextTextPublication details: Oxford : Elsevier Butterworth-Heinemann, 2005.Edition: 5th edDescription: 1 online resource (xxiii, 367 pages) : illustrationsContent type:
  • text
Media type:
  • computer
Carrier type:
  • online resource
ISBN:
  • 9780750661737
  • 0750661739
  • 9780080473925
  • 008047392X
  • 9786611003364
  • 6611003363
Subject(s): Genre/Form: Additional physical formats: Print version:: Practice of advertising.DDC classification:
  • 659.1 22
LOC classification:
  • HF5823 .P69 2005
Online resources:
Contents:
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.
Summary: The Practice of Advertising addresses key issues in the industry, presenting a comprehensive overview of its components. Clarity in both style and content has been ensured so that the information is easily accessible and terminology is suitable for the reader. Based on the successful and highly regarded text previously edited by Norman Hart, this fifth edition contains up-to-date examples to illustrate key points and support underlying principles. Topics addressed range from introducing the roles of advertiser and the advertising agency, through to more specialised areas of advertising such as recruitment and directory advertising. The specialist knowledge gained from the contributors provides a valuable insight for practitioners and students wishing to gain a solid grounding in the subject. By looking at the current situation as well as considering developments likely to occur in the future, the text demonstrates how best to implement existing methods as well as considering how improvements can be made. * Provides an ideal grounding to the principles involved in advertising * Offers a collation of views from Key Professionals in the field of Advertising * Covers specialist advertising such as recruitment and directory advertising.
Holdings
Item type Current library Collection Call number Status Date due Barcode Item holds
eBook eBook e-Library EBSCO Business Available
Total holds: 0

The Practice of Advertising addresses key issues in the industry, presenting a comprehensive overview of its components. Clarity in both style and content has been ensured so that the information is easily accessible and terminology is suitable for the reader. Based on the successful and highly regarded text previously edited by Norman Hart, this fifth edition contains up-to-date examples to illustrate key points and support underlying principles. Topics addressed range from introducing the roles of advertiser and the advertising agency, through to more specialised areas of advertising such as recruitment and directory advertising. The specialist knowledge gained from the contributors provides a valuable insight for practitioners and students wishing to gain a solid grounding in the subject. By looking at the current situation as well as considering developments likely to occur in the future, the text demonstrates how best to implement existing methods as well as considering how improvements can be made. * Provides an ideal grounding to the principles involved in advertising * Offers a collation of views from Key Professionals in the field of Advertising * Covers specialist advertising such as recruitment and directory advertising.

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.

Previous edition: 1995.

Includes bibliographical references and index.

Print version record.

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