Frank Jefkins was the author of the highly successful text, Public Relations Techniques, on which this book is based. He was highly regarded in the field of public relations, illustrated by his receipt of the Sir Stephen Tallents Medal from the Institute of Public Relations for 'exceptional achievement in, and contribution to, public relations practice'. Advertising : Made Simple. Frank Jefkins. Advertising provides a comprehensive coverage of the subject matter.
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Advertising looks at the structure and organisation of the industry, how campaigns are constructed and costed, the various methods of promotion, above-the-line and below-the-line costs, legal and ethical issues, market research and much, much more.
Effect of urban growth. Advertising in the North and South. Who pays for advertising? A logical marketing mix. Advertising involvement. Using suitable envelopes. Updating culling and some faults discussed. The Mailing Preference Service. Telephone and Fax Preference Services. Advantages and disadvantages. Range of methods. Another definition. Changing attitudes. Examples of misunderstanding. Words and pictures.
Advertising skills. Changes and developments. The advertising department. Abovetheline and belowtheline. Appointing an agency. Understanding agencies. Working with the agency. Supervising the agencys work. Qualities involved. Types of advertising. Media of consumer advertising. Special characteristics. Media of retail advertising. Classes of financial advertising. Media of financial advertising. The advertising agency. Middle position. Office of Fair Trading ruling. Mediumsize agencies. Reasons for success of media independents.
Media breakdowns. Direct response agencies. Sales promotion agencies. Sponsorship agencies. Role of the advertising manager. Account executive. Marketing aspects. Media statistics. Primary and secondary media. Press outside Britain. Categories of press. Methods of distribution. Advantages of the press. Disadvantages of the press. Importance of radio advertising outside Britain. Characteristics of British radio. UK independent radio stations.
What is advertised on television? Advantages of television. Weakness of commercial television. Regional TV companies. Cable television. Digital television. Satellite television.
Videocassette recorders. Public relations videos. Advantages of the cinema. A special cinema service. Outdoor and transportation distinguished.
Importance of outdoor advertising. Characteristics of outdoor advertising 11 7. Characteristics of transportation advertising. Pointofsale POS display material. Aerial advertising. Sales promotion. Sales promotion consultancy clients. Selfliquidating premium offers. Mailin free offers. Crosscouponing offers and other schemes.
High Street redemption schemes. Jumbo or multiple packs. Contract packer. How to avoid disappointing customers. Sales force enthusiasm. Example of redemption. What can be sponsored?
Examples of sponsorship. Public relations objectives. Marketing objectives. The perils of sponsorship. PanEuropean arts sponsorship. Direct mail and direct response. A pattern to follow. Appropriate language.
Direct marketing agencies. Direct marketing organisation. Auditing attendances. Emotive or exciting words. Layout and typography. The eight laws of design. Other forms of white space. Printing processes. Screen printing.
Advertising: Made Simple
Advertising provides a comprehensive coverage of the subject matter. It gives some sample of case studies. There are ten classes of the subject matter. These are classified as being persuasive, informative, institutional, financial, classified, retail, cooperative, industrial, government, and trade. Each of these types is defined and comprehensively explained. The subject matter also has a role to society and this is discussed in the text. The book defines such term as marketing, propaganda, and public relations.
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By Frank Jefkins. Upload Sign In Join. Home Books Society. Create a List. Download to App. Length: pages. Description Advertising provides a comprehensive coverage of the subject matter.
Advertising looks at the structure and organisation of the industry, how campaigns are constructed and costed, the various methods of promotion, above-the-line and below-the-line costs, legal and ethical issues, market research and much, much more. Effect of urban growth. Advertising in the North and South. Who pays for advertising?