ABSTRACT
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.
TABLE OF CONTENTS
part |22 pages
What advertising is about
chapter |20 pages
This advertising business
chapter |13 pages
What advertising does
chapter |16 pages
How advertising happens
chapter |14 pages
Picturing the market
part |18 pages
How the advertising business functions
chapter |16 pages
Planning advertising campaigns
chapter |24 pages
How advertising comes into being – the role of advertising agencies
chapter |18 pages
Where advertising appears
chapter |38 pages
Advertising and its stablemates – below-the-line promotion
chapter |18 pages
How advertising is controlled
part |20 pages
How advertising works in detail
chapter |18 pages
How advertising is created
chapter |17 pages
The printed media
chapter |25 pages
The broadcast media
chapter |19 pages
Other media and media terms
chapter |25 pages
Media buying, planning and scheduling
chapter |27 pages
The production of advertising material
part |28 pages
Advertising internationally