دانلود کتاب Fundamentals of Advertising

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Content:
The Fundamentals of Advertising, Page i
Copyright, Page iv
List of plates, Page xii
Preface to second edition, Page xiii
Acknowledgements, Page xv
Chapter 1 - This advertising business, Pages 3-22
Chapter 2 - What advertising does, Pages 23-35
Chapter 3 - How advertising happens, Pages 36-51
Chapter 4 - Picturing the market, Pages 52-65
Chapter 5 - Planning advertising campaigns, Pages 69-80,A80-A87,81-84
Chapter 6 - How advertising comes into being – the role of advertising agencies, Pages 85-108
Chapter 7 - Where advertising appears, Pages 109-126
Chapter 8 - Advertising and its stablemates – below-the-line promotion, Pages 127-164
Chapter 9 - How advertising is controlled, Pages 165-182
Chapter 10 - How advertising is created, Pages 185-202
Chapter 11 - The printed media, Pages 203-219
Chapter 12 - The broadcast media, Pages 220-244
Chapter 13 - Other media and media terms, Pages 245-263
Chapter 14 - Media buying, planning and scheduling, Pages 264-288
Chapter 15 - The production of advertising material, Pages 289-315
Chapter 16 - Measuring advertising effectiveness I: theories of how advertising works, Pages 316-336
Chapter 17 - Measuring advertising effectiveness II: a review of research methods, Pages 337-350
Chapter 18 - Media and other services around the world, Pages 353-361
Chapter 19 - Advertising messages around the world, Pages 362-378
Index, Pages 379-384