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Advertising: What It Is and How to Do It [Paperback]

Roderick White (Author)

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Product details

Paperback: 320 pages
Publisher: McGraw-Hill Higher Education; 4 edition (1 Nov 1999)
Language English
ISBN-10: 0077094581
ISBN-13: 978-0077094584
Product Dimensions: 24.2 x 19 x 2.2 cm
Amazon Bestsellers Rank: 56,143 in Books (See Top 100 in Books)

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Product Description

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.

From the Publisher

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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advertising(11)

marketing(7)

creativity(5)

business(3)

creative(3)

company histories(2)

david ogilvy(2)

ideas(2)

management(2)

design(2)

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