Advertising
Jefkins, Frank, 1920-2000
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This volume looks at the structure and organisation of the advertising industry, how campaigns are constructed and costed, the various methods of promotion, above- and below-the-line costs, legal and ethical issues, and market research.
Main title:
Advertising / Frank Jefkins.
Edition:
4th ed.
Imprint:
Financial Times Prentice Hall, 2000.
Collation:
xxi, 394p. : ill. ; 24 cm., facsims.
Series title:
Notes:
Previous ed.: 1994.
ISBN:
9780273634355 (pbk)
Dewey class:
659.1659.1
Local class:
ZB
Language:
English
Subject:
BRN:
1342107