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The practice of advertising

紀錄類型:	書目-電子資源 : 單行本
正題名/作者:	The practice of advertising/ edited by Adrian R. Mackay.
其他作者:	Mackay, Adrian.
出版者:	Oxford :Elsevier Butterworth-Heinemann, : 2005.,
面頁冊數:	1 online resource (xxiii, 367 p.) :ill. :
附註:	Previous ed.: 1995.
標題:	Advertising. -
電子資源:	http://www.sciencedirect.com/science/book/9780750661737
ISBN:	9780750661737

The practice of advertising
The practice of advertising[electronic resource] /edited by Adrian R. Mackay. - 5th ed. - Oxford :Elsevier Butterworth-Heinemann,2005. - 1 online resource (xxiii, 367 p.) :ill.

Previous ed.: 1995.

Includes bibliographical references and index.

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.

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.

ISBN: 9780750661737

Source: 102388:102406Elsevier Science & Technologyhttp://www.sciencedirect.com

Nat. Bib. Agency Control No.: 012954853UkSubjects--Topical Terms:

97296
Advertising.
Index Terms--Genre/Form:

96803
Electronic books.

LC Class. No.: HF5823 / .P69 2005

Dewey Class. No.: 659.1

The practice of advertising
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505 0 $a 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.
520 $a 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.
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