This is a revised edition of a comprehensive, practical and contemporary introduction to the core concepts and practice of advertising. The new edition has been substantially rewritten to reflect the impact of new media and research methods, and the new emphasis on integrated communications and international branding. The text includes coverage of ad agency functions, how to assess the effectiveness of advertising, and how to create a successful ad campaign - all illustrated with numerous recent case histories and examples of current advertising material.
"synopsis" may belong to another edition of this title.
New references, images and examples that bring the student right up-to-date with recent developments
Coverage of new media and technology that have allowed an integrated communications approach to advertising
Many references to recent high profile campaigns to illustrate how to select the right media, marketing mix and advertising strategy
"About this title" may belong to another edition of this title.
Book Description McGraw-Hill Higher Education; 4 edition, Book. Paperback. Book Condition: New. In Stock , Brand New , Usually Dispatched within 1-2 Business Days , Safe Packing : Shrink Wrap + Bubble Wrap for more safety , Shipping Service : Priority ( Expedite ) Shipping : Ships By Courier Company Like DHL , TNT , FedEx , . Free Tracking Number for Priority ( Expedite ) Shipping Service , Please Note : Courier Company does not generally deliver to PO Boxes or APO addresses , Standard Shipping Services : Ships By airmail , Excellent Customer Services , Customer Satisfaction Guaranteed , Ships from UK Warehouse or Maybe from Our Overseas Warehouse ( UAE Warehouse or Iran Warehouse ) , without any changes in Shipping Rates. Bookseller Inventory # 0077094581--202