Published by Pearson (February 18, 2013) © 2013

Chris Fill | Graham Hughes | Scott De Francesco
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    ISBN-13: 9780273760917R180

    Advertising ,1st edition

    Language: British English

    Chapter 1- An Introduction to Advertising
    Chapter 2- OK, so is this the right meaning?
    Chapter 3- Advertising; theories, concepts and frameworks
    Chapter 4- Advertising: Strategies, Planning & Positioning
    Chapter 5- Creativity, Content & Appeals
    Chapter 6- Brand communications: the role of advertising
    Chapter 7- The Advertising Industry
    Chapter 8- Traditional Media
    Chapter 9- Digital media and emerging technologies
    Chapter 10- Media Planning
    Chapter 11- Measuring advertising efficiency and effectiveness
    Chapter 12- Standards and Responsibilities
    Chapter 13- Contemporary Issues in Advertising