新生學校財團法人新生醫護管理專科學校圖書館 |

The fundamentals of advertising

紀錄類型:	書目-電子資源 : 單行本
正題名/作者:	The fundamentals of advertising/ John Wilmshurst and Adrian Mackay.
作者:	Wilmshurst, John.
其他作者:	Mackay, Adrian.
出版者:	Boston :Butterworth-Heinemann, : 1999.,
面頁冊數:	1 online resource (xi, 384 p.) :ill. (some col.) :
標題:	Advertising. -
電子資源:	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
LDR:02707cmm 2200385Ia 4500 001 166535
003 OCoLC
005 20111122085824.0
006 m d
007 cr cn|||||||||
008 160302s1999 maua ob 001 0 eng d
019 $a 647920032 $a 676697388
020 $a 9780750615624
020 $a 0750615621
020 $a 9780080507064 (electronic bk.)
020 $a 0080507069 (electronic bk.)
020 $z 9780750325622
035 $a (OCoLC)499051565 $z (OCoLC)647920032 $z (OCoLC)676697388
035 $a ocn499051565
037 $a 92841:92840 $b Elsevier Science & Technology $n http://www.sciencedirect.com
040 $a OPELS $b eng $c OPELS $d OCLCQ $d N $d E7B $d OCLCQ
049 $a TEFA
050 4 $a HF5821 $b .W56 1999
082 0 4 $a 659.1 $2 22
100 1 $a Wilmshurst, John. $3 323847
245 1 4 $a The fundamentals of advertising $h [electronic resource] / $c John Wilmshurst and Adrian Mackay.
250 $a 2nd ed.
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.
650 0 $a Advertising. $3 97296
650 6 $a Publicit�e $3 323849
655 4 $a Electronic books. $2 local. $3 96803
700 1 $a Mackay, Adrian. $3 323848
776 0 8 $i Print version: $a Wilmshurst, John. $t Fundamentals of advertising. $b 2nd ed. $d Boston : Butterworth-Heinemann, 1999 $z 0750615621 $z 9780750615624 $w (DLC) 99037884 $w (OCoLC)41649750
856 4 0 $3 ScienceDirect $u http://www.sciencedirect.com/science/book/9780750615624
938 $a ebrary $b EBRY $n ebr10382867
994 $a C0 $b TEF