Advertising: What It Is and How to Do It

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9780077094584: Advertising: What It Is and How to Do It

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.

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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

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White, Roderick
Published by McGraw-Hill Higher Education; 4 edition
ISBN 10: 0077094581 ISBN 13: 9780077094584
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