Advertising looks at the structure and organisation of the industry, how campaigns are constructed and costed, the various methods of promotion, above-the-line and below-the-line costs, legal and ethical issues, market research and much, much more.
|By||Jefkins, Frank Yadin, Daniel|
|Country of Publication||United Kingdom|
|Dimensions||232 x 157 x 23|
|Edition||4 Rev ed|
|Pagination||416 pages, glossary|
|Publication Date||Feb 21, 2000|
|Publisher||Pearson Education Limited|