Fundamentals of Advertising

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. Fully revised and updated second edition Endorsed by ISBA One of the key texts in the area from a widely known author team

John Wilmshurst is a consultant and trainer in marketing strategy and marketing communications with wide experience in the UK, Europe, North and South America and Asia. He was advertising manager, Reed International, a Director of London Advertising Agencies and until recently Chief Executive of John Wilmshurst Marketing Consultants Ltd (now Duncan Alexander and Wilmshurst). He is currently a director of Romain Marketing Ltd and a visiting lecturer at the University of Greenwich where he teaches marketing communications on the MA in Marketing and other programmes. Adrian Mackay has had significant marketing experience with Beecham, Cow and Cate, and Rhone Poulenc. He has also spent a number of years in London and Home Counties Advertising agencies. Today, he is Principal Marketing and Training Consultant with Duncan, Alexander and Wilmshurst and tutors on a number of advertising workshops for the Incorporated Society of British Advertisers.