Jefkins, Frank, 1920-
Advertising / Frank Jefkins; revised by Daniel Yadin - 4th ed. - Harlow: Pearson Education, c2000 - xx, 394p. ; 23 cm.
Preface. 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. - 9. Planning and executing an advertising campaign. - 20. The advertiser and the internet.
0273634356
Advertising.
659.1 / JEF
Advertising / Frank Jefkins; revised by Daniel Yadin - 4th ed. - Harlow: Pearson Education, c2000 - xx, 394p. ; 23 cm.
Preface. 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. - 9. Planning and executing an advertising campaign. - 20. The advertiser and the internet.
0273634356
Advertising.
659.1 / JEF