Taylor's Library

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Advertising / Frank Jefkins; revised by Daniel Yadin

By: Jefkins, Frank, 1920-.
Contributor(s): Yadin, Daniel.
Publisher: Harlow: Pearson Education, c2000Edition: 4th ed.Description: xx, 394p. ; 23 cm.ISBN: 0273634356.Subject(s): AdvertisingDDC classification: 659.1
Contents:
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.
Item type Current location Shelf location Call number Copy number Status Notes Date due Barcode
Main Collection Taylor's Library-TU
659.1 JEF (Browse shelf) 1 Available SHTEx,70002,03,GR 5000032646
Main Collection Taylor's Library-TU

Floor 4, Shelf 27 , Side 2, TierNo 4, BayNo 6

 659.1 JEF (Browse shelf) 1 Available SHTEx,70002,03,RA 5000032498
Main Collection Taylor's Library-TU

Floor 4, Shelf 27 , Side 2, TierNo 4, BayNo 6

 659.1 JEF (Browse shelf) 1 Available SHTEx,70002,03,GR 5000032716
Main Collection Taylor's Library-TU

Floor 4, Shelf 27 , Side 2, TierNo 4, BayNo 6

 659.1 JEF (Browse shelf) 1 Available SHTEx,70002,03,RA 5000032648

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.