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" The practice of advertising / "
edited by Adrian R. Mackay.
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BL
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| Record Number
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983804
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| Doc. No
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b738174
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| Title & Author
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The practice of advertising /\ edited by Adrian R. Mackay.
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| Edition Statement
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5th ed.
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| Publication Statement
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Oxford :: Elsevier Butterworth-Heinemann,, 2005.
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| Page. NO
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1 online resource (xxiii, 367 pages) :: illustrations
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| ISBN
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008047392X
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: 0750661739
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: 1136372415
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: 1136372458
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: 1136372466
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: 1138153761
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: 1281003360
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: 6611003363
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: 9780080473925
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: 9780750661737
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: 9781136372414
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: 9781136372452
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: 9781136372469
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: 9781138153769
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: 9781281003362
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: 9786611003364
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| Notes
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Previous edition: 1995.
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| Bibliographies/Indexes
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Includes bibliographical references and index.
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| Contents
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Preface; Contributors' page; Marketing and the place of advertising within it; How advertising works; Integrated marketing communications; The advertiser; The advertising agency; Media; Advertising creativity; Press production; TV, radio and cinema production; Printing; Advertising planning and budgeting; Getting the best from advertising agencies and other outside suppliers; Media research; Consumer research; Business-to-business advertising; Services advertising; Recruitment advertising; Directory advertising; International advertising; Sales promotion in marketing; Advertising: self-regulation and the law; Training for a career in advertising; Index.
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| Abstract
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The Practice of Advertising addresses key issues in the industry, presenting a comprehensive overview of its components. Clarity in both style and content has been ensured so that the information is easily accessible and terminology is suitable for the reader. Based on the successful and highly regarded text previously edited by Norman Hart, this fifth edition contains up-to-date examples to illustrate key points and support underlying principles. Topics addressed range from introducing the roles of advertiser and the advertising agency, through to more specialised areas of advertising such as recruitment and directory advertising. The specialist knowledge gained from the contributors provides a valuable insight for practitioners and students wishing to gain a solid grounding in the subject. By looking at the current situation as well as considering developments likely to occur in the future, the text demonstrates how best to implement existing methods as well as considering how improvements can be made. * Provides an ideal grounding to the principles involved in advertising * Offers a collation of views from Key Professionals in the field of Advertising * Covers specialist advertising such as recruitment and directory advertising.
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| Subject
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Advertising.
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Publicité
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Advertising.
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| Subject
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BUSINESS ECONOMICS-- Advertising Promotion.
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| Dewey Classification
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659.1
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| LC Classification
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HF5823.P69 2005
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| Added Entry
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Mackay, Adrian.
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