The Fundamentals of Advertising is widely recognized as the most comprehensive and informative introduction to the area for both professionals and students. The new edition has been fully revised and updated and provides a comprehensive coverage of the whole business of advertising and its associated promotional areas, including public relations, sales promotion and sponsorship.

The authors use a wide range of examples to illustrate their themes and an informative series of guidelines and checklists of value not only to students but to those applying the various techniques.

Topics the authors examine include: The role of the advertising agencies, Planning advertising campaigns, Setting budgets, The scope of below-the-line promotion, How advertising materials are created and produced, The issue of control in advertising, International advertising.

part |2 pages

Part I What advertising is about

chapter 1|20 pages

This advertising business

chapter 2|13 pages

What advertising does

chapter 3|16 pages

How advertising happens

chapter 4|15 pages

Picturing the market

part |2 pages

Part 2 How the advertising business functions

part |2 pages

Part 3 How advertising works in detail

chapter 10|18 pages

How advertising is created

chapter 11|17 pages

The printed media

chapter 12|25 pages

The broadcast media

chapter 13|19 pages

Other media and media terms

chapter 14|25 pages

Media buying, planning and scheduling

chapter 15|27 pages

The production of advertising material

part |2 pages

Part 4 Advertising internationally

chapter 18|9 pages

Media and other services around the world

chapter 19|17 pages

Advertising messages around the world