Advertising / created by Frank Jefkins; revised and edited by Daniel Yadin

By:

Jefkins, Frank [author, BSc (Econ), BA (Hons), DipPR (CAM), ABC, FIPR, FAIE, FLCC, FCIM, FlnstMM]

Contributor(s):

Yadin, Daniel [MA, MCIM, author]

Material type: Text

TextPublisher: Pearson Education, 2000Edition: Fourth EditionDescription: 392 pages : 22 cmContent type:

text

Media type:

unmediated

Carrier type:

volume

Subject(s):

Advertising

LOC classification:

HF5823 JEF

Contents:

Contents Preface 1 Advertising and the marketing function 1 2 The advertising department 22 3 Types of advertising 33 4 The advertising agency 49 5 Advertising media: above-the-line 74 6 Advertising media: below-the-line 123 7 Sales promotion 137 8 Sponsorship 153 9 Direct mail and direct response 169 10 Exhibitions 195 11 Copywriting 203 12 Layout and typography 217 13 Printing processes 230 14 Public relations 242 15 Corporate advertising 265 16 Corporate identity 274 17 Advertising research 284 18 Law and ethics of advertising 302 19 Planning and executing an advertising campaign 335 20 The advertiser and the Internet 345 App. 1: Contacts 361 App. 2: Further reading 368 App. 3: Glossary of advertising terms 370 Index

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Holdings
Item type	Current library	Call number	Copy number	Status	Barcode
Book	Harare Campus Library Open Shelf	HF5823 JEF (Browse shelf(Opens below))	59484	Available	BK36099
Book	Main Library Open Shelf	HF5823 JEF (Browse shelf(Opens below))	54324	Available	BK13950
Book	Main Library Open Shelf	HF5823 JEF (Browse shelf(Opens below))		Available	BK45538
Book	Main Library Open Shelf	HF5823 JEF (Browse shelf(Opens below))	76009	Available	BK40651
Book	PostGraduate Studies Library Open Shelf	HF5823 JEF (Browse shelf(Opens below))	55350	Available	BK4560
Book	Zvishavane Library Open Shelf	HF5823 JEF (Browse shelf(Opens below))	58003	Available	BK4647
Book	Zvishavane Library Open Shelf	HF5823 JEF (Browse shelf(Opens below))	62581	Available	BK6867
Book	Zvishavane Library Open Shelf	HF5823 JEF (Browse shelf(Opens below))	58003	Available	BK12494
Book	Zvishavane Library Open Shelf	HF5823 JEF (Browse shelf(Opens below))	59483	Available	BK11366
Book	Zvishavane Library Open Shelf	HF5823 JEF (Browse shelf(Opens below))	59480	Available	BK36092

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Previous			No cover image available	No cover image available	No cover image available	No cover image available		Next
Previous	HF5823 HAC Advertising and promotion	HF5823 HOW How advertising works :	HF5823 JEF Advertising /	HF5823 JEF Advertising /	HF5823 JEF Advertising /	HF5823 KUE Web advertising and marketing	HF5823 LEE Principles of advertising :	Next

Contents
Preface
1 Advertising and the marketing function 1
2 The advertising department 22
3 Types of advertising 33
4 The advertising agency 49
5 Advertising media: above-the-line 74
6 Advertising media: below-the-line 123
7 Sales promotion 137
8 Sponsorship 153
9 Direct mail and direct response 169
10 Exhibitions 195
11 Copywriting 203
12 Layout and typography 217
13 Printing processes 230
14 Public relations 242
15 Corporate advertising 265
16 Corporate identity 274
17 Advertising research 284
18 Law and ethics of advertising 302
19 Planning and executing an advertising campaign 335
20 The advertiser and the Internet 345
App. 1: Contacts 361
App. 2: Further reading 368
App. 3: Glossary of advertising terms 370
Index

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