Higher Ed. and Vocational >> Business and Economics >> Marketing >> Advertising

Advertising, 4/e

Advertising,  4/e

  • Frank Jefkins
  • Author: Frank Jefkins
    • ISBN:9788131703823
    • 10 Digit ISBN:8131703827
    • Price:Rs. 1060.00
    • Pages:416
    • Imprint:Pearson Education
    • Binding:Paperback
    • Status:Available


    The books in the Frameworks series are well structured and provide a step-by-step guide to essential principles. They develop a basic framework of understanding to underpin further study of core business, financial and legal subjects in the higher education curriculum.

    The fourth edition of Advertising has been fully revised and updated, meeting the requirements of several examination syllabuses. There is new material on leading-edge printing and communications technology and a completely new chapter on the advertiser and the Internet.

    Table of Content

    1. Advertising and the Marketing Function
    2. The Advertising Department
    3. Types of Advertising
    4. The Advertising Agency
    5. Advertising Media: Above-the-line
    6. Advertising Media: Below-the-line
    7. Sales Promotion
    8. Sponsorship
    9. Direct Mail and Direct Response
    10. Exhibitions
    11. Copywriting
    12. Layout and Typography
    13. Printing Processes
    14. Public Relations
    15. Corporate Advertising
    16. Corporate Identity
    17. Advertising Research
    18. Law and Ethics of Advertising
    19. Planning and Executing an Advertising Campaign
    20. The Advertiser and The Internet

    Salient Features

    • Contains chapters on writing copy, designing advertisements, the advertising department and corporate identity
    • Includes a greatly expanded directory of contacts in the advertising industry
    • Covers, and is recommended for the LCCI Third Level Certificate and CAM Certificate in Communications, valuable also for CIM and HNC/D students
    • Contains updated material on advertising departments, TV franchises, radio stations, codes of practice, sponsorship, corporate video and satellite broadcasting.