4th Edition
Frank Jefkins Daniel Yadin
2000 416 pages 0273-63435-6
(Paperback)
This best-selling book looks
at the structure and organisation of the industry, how campaigns are constructed and
costed, the various methods of promotion, above-the-line and below-the-line costs, legal
and ethical issues, market research and much, much more.
The new edition has been fully updated and contains updated material on advertising
departments, TV franchises, corporate video and satellite broadcasting.
Case studies are used to bring the subject into the real world.
-is
an established best-seller
-contains updated material on:
advertising departments
TV franchises
radio stations
codes of practice
sponsorship
corporate video
satellite broadcasting
- twenty page glossary of advertising terms
-new chapters on the advertising department, corporate identity and the Internet
-contains case studies.
1.Advertising and the
marketing function
2.Types of advertising
3.The advertising agency
4.Advertising media: above-the-line
5.Advertising media: below-the-line
6.Sales promotion
7.Sponsorship
8.Direct mail
9.Direct response marketing
10.Exhibitions
11.Copywriting
12.Layout and typography
13.Printing processes
14.Public relations
15.Advertising on the Internet
16.Corporate advertising
17.Advertising research
18.Law and ethics of advertising
19.Planning and executing an advertising campaign
Appendices
Addresses
Further reading
Index.
