The Practice of Advertising addresses key issues in the industry,
presenting a comprehensive overview of its components. Clarity in
both style and content has been ensured so that the information is
easily accessible and terminology is suitable for the reader. Based
on the successful and highly regarded text previously edited by
Norman Hart, this fifth edition contains up-to-date examples to
illustrate key points and support underlying principles. Topics
addressed range from introducing the roles of advertiser and the
advertising agency, through to more specialised areas of
advertising such as recruitment and directory advertising. The
specialist knowledge gained from the contributors provides a
valuable insight for practitioners and students wishing to gain a
solid grounding in the subject. By looking at the current situation
as well as considering developments likely to occur in the future,
the text demonstrates how best to implement existing methods as
well as considering how improvements can be made.
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