Description

Advertising looks at the structure and organisation of the industry, how campaigns are constructed and costed, the various methods of promotion, above-the-line and below-the-line costs, legal and ethical issues, market research and much, much more.

Features

• Is an established best-seller.
• Contains updated material on advertising departments, TV franchises, radio stations, codes of practice, sponsorship, corporate video and satellite broadcasting.
• Twenty page glossary of advertising terms.
• New chapters on the advertising department, corporate identity and the Internet.
• Contains case studies.

Table of Contents

1. Advertising and the marketing function
2. Types of advertising
3. The advertising agency
4. Advertising media: above-the-line
5. Advertising media: below-the-line
6. Sales promotion
7. Sponsorship
8. Direct mail
9. Direct response marketing
10. Exhibitions
11. Copywriting
12. Layout and typography
13. Printing processes
14. Public relations
15. Advertising on the Internet
16. Corporate advertising
17. Advertising research
18. Law and ethics of advertising
19. Planning and executing an advertising campaign Appendices
Addresses
Further reading
Index