Table of Contents

Preface; Contributors' page; Marketing and the place of advertising within it; How advertising works; Integrated marketing communications; The advertiser; The advertising agency; Media; Advertising creativity; Press production; TV, radio and cinema production; Printing; Advertising planning and budgeting; Getting the best from advertising agencies and other outside suppliers; Media research; Consumer research; Business-to-business advertising; Services advertising; Recruitment advertising; Directory advertising; International advertising; Sales promotion in marketing; Advertising: self-regulation and the law; Training for a career in advertising; Index.

Promotional Information

* Provides an ideal grounding to the principles involved in advertising
* Offers a collation of views from Key Professionals in the field of Advertising
* Covers specialist advertising such as recruitment and directory advertising

About the Author

Adrian R. Mackay