Advertising
著者
書誌事項
Advertising
（The M. & E. handbook series）
Pitmann, 1991
2nd ed
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注記
Includes bibliographical references and index
内容説明・目次
内容説明
A companion volume to "Marketing" and "Public Relations", this book has been written to cover the syllabus of the advertising exam of the London Chamber of Commerce. Each chapter concludes with a progress test to encourage the reader to assess their knowledge at each stage.
目次
- Part 1 Advertising and the marketing function: history of advertising
- definitions
- costs
- advertising and the marketing mix
- advertising as a communication process. Part 2 Types of advertising: consumer advertising
- industrial advertising
- trade advertising
- retail advertising
- financial advertising
- recruitment advertising. Part 3 The advertising agency: role of the advertising agency
- recognition and the commission system
- service agencies
- media independents
- a la carte agencies
- agency personnel
- advertising agency jargon. Part 4 Advertising media - above-the-line: the press
- radio-television
- alternative television
- cinema
- outdoor and transportation. Part 5 Advertising media - below-the-line: types of media and their applications. Part 6 Sales promotion: growing importance of sales promotion
- types of sales promotion scheme
- terminiology
- problem and risks. Part 7 Sponsorship: definition and examples
- objectives
- cost-effectiveness. Part 8 Direct mail and direct response: characteristics of direct mail
- the sales letter and enclosures
- mailing lists
- mail drops
- direct response marketing
- consumer protection. Part 9 Exhibitions: importance of exhibitions
- types of exhibition
- characterisitcs of exhibition
- using exhibitions. Part 10 Copywriting: writing copy that sells
- copy devices
- copy elements. Part 11 Layout and typography: planning the advertisement
- design and layout
- typography
- television commercials. Part 12 Printing processes: the four main processes
- choice of process. Part 13 Public relations: differences between public relations and advertising
- PR consultancy services
- in-house PR departments
- PR and advertising
- press relations
- case study
- the Ever Ready Derby. Part 14 Corporate advertising: prestige or institutional advertising
- advocacy or issue advertising
- diversification and take-over
- crisis advertising
- financial advertising. Part 15 Advertising research: value of research
- research in developing countries
- research before, during and after the campaign
- media research
- sources of statistics
- tracking studies. Part 16 Law and ethics of advertising: legal and voluntary controls
- law of contract
- defamation
- statute law
- voluntary controls. Part 17 Planning and executing an advertising campaign: preliminary discussions
- development of copy platform
- preparing the campaign
- the campaign and afterwards
- case study
- launch of the Austin Montego. Appendixes: addresses of societies and educational organizations
- further reading
- syllabus for the London Chamber of Commerce and Industry Higher Certificate Examination in Advertising.
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