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Advertising: What it is and How to Do it (4th Revised edition) ISBN: 0077094581 ISBN13: 9780077094584 Advertising: What it is and How to Do it (4th Revised edition) By: Roderick White Publisher: McGraw Hill Higher Education Format: Paperback Our Price: 41.99

  Table of contents:

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.


Contents:

1

Introduction 2

The Agency World 3

Managing the Client-Agency Relationship 4

How Advertising Works 5

Planning Advertisements - the Strategy 6

Planning the Advertising - Creative Briefing 7

Creating the Ads

8

Evaluating Advertisements 9

The Media-where should we put our ads and why? 10

Television 11

The Press 12

Secondary Media 13

Response and Interactive Advertising 14

Planning the Campaign 15

Advertising and the Law 16

Advertising and Economics

17

Advertising and Society 18

Global, Glocal, Local? 19

The Future Glossary/Further sources of Information/Index


Brief Description:

Offers a comprehensive, practical and contemporary introduction to the core concepts and practice of advertising. This title includes coverage of ad agency functions, how to assess the effectiveness of advertising, and how to create a successful ad campaign - illustrated with numerous case histories and examples of various advertising material.

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