In its third edition, this comprehensive guide to advertising includes additional chapters on the Internet and interactive media, relationship marketing, integrated communications, creativity and ideas, as well as new examples throughout. Drawing on their own experience, the authors cover: what to say and where - creative ideas, brands and strategies, consumer research, media strategies and tactics; getting the message out - principles for effective TV, magazines, radio, Internet, brochures and promotions; and tying it all together - integrated communiations, global campaigns, target marketing, working with an agency, truth and ethics.
- ISBN10 0749438495
- ISBN13 9780749438494
- Publish Date 3 May 2003 (first published 1 April 1977)
- Publish Status Out of Print
- Out of Print 10 June 2011
- Publish Country GB
- Imprint Kogan Page Ltd
- Edition 3rd Revised edition
- Format Hardcover
- Pages 224
- Language English