Contemporary advertising operations

Author: Mark
Publisher:
Publish Date: 2001-08-01
Features: This book provides a comprehensive introduction to the entire advertising industry and its operations, covering all promotional-related fields such as public relations, sales promotion, and sponsorship. The author cites numerous case studies, offering broad guidance and valuable references for both advertising students and practitioners. The topics discussed by the author include: the role of advertising agencies, planning advertising campaigns, budgeting, offline promotions, advertising creativity and production, regulatory and self-regulatory factors in the advertising industry, and international advertising.