| Description |
xi, 384 pages : illustrations (some color) ; 24 cm |
| Contents |
What advertising is about -- This advertising business -- The space age business from the mists of time -- The development of advertising as a business -- The current advertising scene -- Attitudes to advertising -- The economic and social role of advertising -- What advertising does -- What advertising is -- The limitations of advertising -- The many categories of advertising -- Advertising and marketing -- The varied tasks of advertising -- How advertising happens -- Determining the role of advertising -- The need for planning -- Advertising strategy -- Implementing the strategy -- Deciding on advertising budgets -- The advertising process -- Picturing the market -- The need to know -- Is there a market? -- Who is buying? -- Our product and its benefits -- How do people buy our product? -- Advertising and the 'trade' -- How the advertising business functions -- Planning advertising campaigns -- The importance of objectives -- Advertising in a marketing context -- The particular strength of advertising -- Promotional strategy -- Advertising campaign planning -- The management of advertising -- The role of the advertiser and the importance of briefing -- How advertising comes into being -- the role of advertising agencies -- Who needs an advertising agency? -- What is an advertising agency? -- How advertising agencies operate -- What kind of an agency for which client? -- Choosing an agency -- Appointing an agency -- How advertising agencies get paid -- Working effectively with an agency -- How agencies get business |
| Bibliography |
Includes bibliographical references and index |
| Subject |
Advertising.
|
| Author |
Mackay, Adrian.
|
| LC no. |
99037884 |
| ISBN |
0750615621 |
|
9780750615624 |
|
