This best-selling book 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. The new edition has been fully updated and contains updated material on advertising departments, TV franchises, corporate video and satellite broadcasting. Case studies are used to bring the subject into the real world.
- ISBN10 0273634356
- ISBN13 9780273634355
- Publish Date 21 February 2000 (first published 31 May 1985)
- Publish Status Active
- Publish Country GB
- Imprint Financial Times Prentice Hall
- Edition 4th edition
- Format Paperback
- Pages 416
- Language English