The practice of advertising / edited by Adrian R. Mackay.
2005
HF5823 .P69 2005
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Linked e-resources
Details
Title
The practice of advertising / edited by Adrian R. Mackay.
Edition
5th ed.
ISBN
9780750661737
0750661739
9780080473925 (electronic bk.)
008047392X (electronic bk.)
9786611003364
6611003363
9781136372469 (e-book ; PDF)
1136372466
9781136372414 (e-book ; Mobi)
1136372415
9781136372452 (e-book ; ePub)
1136372458
9781138153769 (hardback)
1138153761
1281003360
9781281003362
0750661739
9780080473925 (electronic bk.)
008047392X (electronic bk.)
9786611003364
6611003363
9781136372469 (e-book ; PDF)
1136372466
9781136372414 (e-book ; Mobi)
1136372415
9781136372452 (e-book ; ePub)
1136372458
9781138153769 (hardback)
1138153761
1281003360
9781281003362
Imprint
Oxford : Elsevier Butterworth-Heinemann, 2005.
Language
English
Language Note
English.
Description
1 online resource (xxiii, 367 pages) : illustrations
Call Number
HF5823 .P69 2005
System Control No.
(OCoLC)474951974
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.
Note
Previous edition: 1995.
Bibliography, etc. Note
Includes bibliographical references and index.
Formatted Contents Note
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.
Digital File Characteristics
data file
Source of Description
Print version record.
Added Author
Available in Other Form
Print version: Practice of advertising. 5th ed. Oxford : Elsevier Butterworth-Heinemann, 2005
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