Addressing key issues in the industry, this resource presents a comprehensive overview of its components. Based on the successful and highly regarded text previously edited by Norman Hart, this fifth edition contains up-to-date examples as illustrations.

Chapter 1 Marketing - and the Place of Advertising within It, Adrian R. Mackay; Chapter 2 How Advertising Works, John Wilmshurst; Chapter 3 Integrated Marketing Communications, Ian Linton; Chapter 4 The Advertiser, Peter Beaumont; Chapter 5 The Advertising Agency, Richard Mayer; Chapter 6 Media, Sangeet Kaur Chana; Chapter 7 Advertising Creativity, Roger Stotesbury; Chapter 8 Press Production, Mark Maguire; Chapter 9 TV, Radio and Cinema Production, Nigel Foster; Chapter 10 Printing, Leslie Claridge; Chapter 11 Advertising Planning and Budgeting, Martyn P. Davis; Chapter 12 Getting the Best from Advertising Agencies and Other Outside Suppliers, Adrian R. Mackay; Chapter 13 Media Research, Monkman Mike; Chapter 14 Consumer Research, Marilyn Baxter; Chapter 15 Business-to-Business Advertising, Richard Jeans, Gareth Richards; Chapter 16 Services Advertising, Richard K. Warren; Chapter 17 Recruitment Advertising, Sarah Asprey; Chapter 18 Directory Advertising, Robert Love, Jackie Hewitt; Chapter 19 International Advertising, David J. Hanger; Chapter 20 Sales Promotion in Marketing, Brenda Simonetti; Chapter 21 Advertising, Christopher Graham; Chapter 22 Training for a Career in Advertising, Ann Murray Chatterton;