Hidden Bibliographic Details
| Other authors / contributors: | Mackay, Adrian.
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| ISBN: | 9780750661737
0750661739
9780080473925
008047392X
9786611003364
6611003363
9781136372469
1136372466
9781136372414
1136372415
9781136372452
1136372458
9781138153769
1138153761
1281003360
9781281003362
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| Digital file characteristics: | data file
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| Notes: | Previous edition: 1995.
Includes bibliographical references and index.
English.
Print version record.
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| Summary: | 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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| Other form: | Print version: Practice of advertising. 5th ed. Oxford : Elsevier Butterworth-Heinemann, 2005 0750661739 9780750661737
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