Practice of Advertising

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.

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• Publicidade
• Economia

sales;promotion;direct;marketing;media;buying;standards;authority;account;handlers;Advertising Association;MA Social;Recruitment Advertising Agencies;Advertising Research;Free Prize Draw;Quantitative Research;Tv Campaign;Incorporated Society;Integrated Marketing;Account Handler;Marketing Communications;Cap Code;Thomson Local;ASA Council;ASA Rule;Non-broadcast Advertising;ASA's Website;RAB;Professional Development;UK's Reputation;Computer Aided Personal Interviewing;Full Service Agency;UK Industry;International Advertising;Directory Advertising