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Advertising - Roderick White
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Title
Advertising - what it is and how to do it
Advertising - what it is and how to do it
Author
Roderick White
Roderick White
format
Paperback / softback
Paperback / softback
Publisher
McGraw-Hill
McGraw-Hill
Language
English
English
UK Publication Date
19991101
19991101
Description
A revised edition of a comprehensive, practical and contemporary introduction to the core concepts and practice of advertising. The new edition has been substantially rewritten to reflect the impact of new media and research methods, and the new emphasis on integrated communications and international branding. The text includes coverage of ad agency functions, how to assess the effectiveness of advertising, and how to create a successful ad campaign - all illustrated with numerous recent case histories and examples of current advertising material.
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