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The (Un)Common Sense of Advertising
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The (Un)Common Sense of Advertising
Getting the Basics Right



July 2003 | 268 pages | SAGE Publications Pvt. Ltd
Written in a simple and lucid style and using illustrations and graphics, the book explores important issues such as:
- what is advertising, and why and how it works;
- its relevance and the role it plays in marketing and brand building; and
- the key elements of advertising planning, creation and implementation.
 
The Big Picture
 
The Take Off
 
The Advertising Context
 
The Marketing Perspective
 
The Brand Perspective
 
The Advertising Perspective
 
The Creative Perspective
 
The Media Perspective
 
The Supplementary Perspective
 
The Agency Perspective
 
The Touch Down
 
Index

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ISBN: 9780761997368
£21.99