The (un)common sense of advertising getting the basics right

• Main Author: Tiwari, Sanjay 1953- (Author)
• Format: Unknown
• Language: English
• Published: Thousand Oaks, Calif. Sage Publications Inc. 2002
• Subjects: Advertising; Marketing
• Online Access: Click Here to View Status and Holdings.

Explores 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.

Table of Contents:

• The advertising context
• The marketing perspective
• The brand perspective
• The advertising perspective
• The creative perspective
• The media perspective
• The supplementary perspective
• The advertising agency perspective