Advertising explained / Dennis Caton.

Format:

Book

Author/Creator:

Caton, Dennis., author.

Series:

Routledge Library Editions: Advertising

Routledge Library Editions: Advertising ; Volume 3

Language:

English

Subjects (All):

Advertising.

Physical Description:

1 online resource (117 p.)

Edition:

1st ed.

Place of Publication:

Abingdon, Oxon : Routledge, 2013.

Language Note:

English

Summary:

This work explains the various elements which go to the making of a successful advertising campaign - the planning, research and discussion - and gives some helpful information about advertising media, the creation of advertisements, about printing processes and mechanical production. It touches upon marketing and distribution and shows how these things must have a direct bearing on any well-framed advertising policy.The work of the Advertising Agency is fully described and there is some interesting advice about overseas advertising.Advertising Explained contains 27 ill

Contents:

Cover; Advertising Explained; Title Page; Copyright Page; Original Title Page; Original Copyright Page; Table of Contents; 1. Words of Warning; 2. Why Advertise ?; 3. The Media; The Press; Outdoor Publicity; Film Advertising; Radio Advertising; Point of Sale Publicity; Direct Mail; 4 The Mechanics of Advertising; Paper and Printing; Mechanical Production; Colour Work; Adaptation of Press Advertisements; 5. The Advertising Agency; 6 The Science of Advertising; Advertising Strategy; Advertising Tactics; 7 Overseas Advertising; 8Now You Know

Notes:

First published in 1949 by George Allen & Unwin.

Description based on online resource; title from title page (ebrary, viewed May 28, 2013).

ISBN:

1-136-66433-5

1-136-66426-2

0-203-58351-5

9780203583517

OCLC:

843642578