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The fundamentals of advertising

Record Type:	Electronic resources : Monograph/item
Title/Author:	The fundamentals of advertising/ John Wilmshurst and Adrian Mackay.
Author:	Wilmshurst, John.
other author:	Mackay, Adrian.
Published:	Boston :Butterworth-Heinemann, : 1999.,
Description:	1 online resource (xi, 384 p.) :ill. (some col.) :
Subject:	Advertising. -
Online resource:	http://www.sciencedirect.com/science/book/9780750615624
ISBN:	9780750615624

The fundamentals of advertising
Wilmshurst, John.

The fundamentals of advertising[electronic resource] /John Wilmshurst and Adrian Mackay. - 2nd ed. - Boston :Butterworth-Heinemann,1999. - 1 online resource (xi, 384 p.) :ill. (some col.)

Includes bibliographical references and index.

What advertising is about -- This advertising business -- How the advertising business functions -- Planning Advertising Campaigns -- How advertising works in detail -- How advertising is created -- Advertising internationally -- Media and other services around the world.

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. Fully revised and updated second edition Endorsed by ISBA One of the key texts in the area from a widely known author team.

ISBN: 9780750615624

Source: 92841:92840Elsevier Science & Technologyhttp://www.sciencedirect.comSubjects--Topical Terms:

97296
Advertising.
Index Terms--Genre/Form:

96803
Electronic books.

LC Class. No.: HF5821 / .W56 1999

Dewey Class. No.: 659.1

The fundamentals of advertising
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245 1 4 $a The fundamentals of advertising $h [electronic resource] / $c John Wilmshurst and Adrian Mackay.
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260 $a Boston : $c 1999. $b Butterworth-Heinemann,
300 $a 1 online resource (xi, 384 p.) : $b ill. (some col.)
504 $a Includes bibliographical references and index.
505 0 $a What advertising is about -- This advertising business -- How the advertising business functions -- Planning Advertising Campaigns -- How advertising works in detail -- How advertising is created -- Advertising internationally -- Media and other services around the world.
520 $a 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. Fully revised and updated second edition Endorsed by ISBA One of the key texts in the area from a widely known author team.
588 $a Description based on print version record.
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700 1 $a Mackay, Adrian. $3 323848
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