Advertising today - Jefkins, Frank William, 1920- (Glasgow : International Textbook, 1984)
PART ONE: MAKING KNOWN TO SELL Chapter I Chapter 2 Chapter 3. Chapter 4. Chapter 5. The media owner and the advertisement manager LL The three sides of advertising The advertiser and the advertising department The advertising agency Hurmuaspe jo anpa pue asodind 12 £9 PART TWO: CAMPAIGN PLANNING Chapter 6. Marketing rescarch, advertising rescarch and test marketing Chapter 7. Determining the appropriation Chapter 8. Planning an advertising campaign Chapter 9 Executing an advertising campaign Chapter 10. Public relations Chapter 11. Legal and voluntary controls 601 PART THREE: ADVERTISING MEDIA Chapter 12. Media evaluation Chapter 13. The press Chapter 14. Commercial television Chapter 15. Outdoor advertising Chapter 16. Transportation Chapter 12 Cinema screen Chapter 18. Commercial radio Chapter 19 Direct mail, mail drops and direct marketing Chapter 20. Point-of-sale Chapter 21. Sales promotion Chapter 22. Exhibitions Chapter 23. Sales literature Chapter 24. Sponsorship Chapter 25. Miscellaneous media.
Previous ed.: 1977.
Bibliography : p 303 and Includes index.
Keywords: Advertising