by John Wilmshurst, Adrian Mackay · Taylor & Francis · tapa blanda · ISBN 9780750615624
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«The Fundamentals of Advertising» is the advertising guide by John Wilmshurst and Adrian Mackay, published by Taylor & Francis in 1999 in paperback (408 pages, in English).
The book offers an introduction to the advertising business and associated promotional areas such as public relations, sales promotion and sponsorship. It examines the role of agencies, campaign planning, budget setting, creation of advertising materials and advertising control, with practical examples, guidelines and checklists aimed at real-world application in marketing.
Second edition of the work, revised and updated.
Recommended for both industry professionals and students of advertising and marketing.
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