By Ray Wright
Jan. 2000
ISBN: 0-273-63289-2
324 p.
$87.50 Paper Original

This new text offers a contemporary insight into the fascinating and ever-changing are of the marketing communications mix. Unlike many books on this subject, this textbook guides the reader logically through every aspect of advertising, beginning with its role within the marketing mix and finishing with the planning process and an examination of future developments.

Contents include: Growth of advertising and advertising methods. Society and advertising. Advertising - internal and external communications. Advertising and marketing. Advertisers. The advertising agency. Media owners. Below the line, and new media methods. Importance of information for advertising. Customer behaviour and segmentation. Strengths and weaknesses of the various media. Creativity and presentation in advertising. Planning, producing and scheduling advertisements. Strategic planning process. Global advertising and change.

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