The Complete Guide to Advertising

Fülszöveg

Advertising is the 20th Century's most successful industry, turning over billions of dollars every year and growing bigger every day. The Complete Guide to Advertising is the first book to fully capture the excitement and pace of the industry and at the same time combine it with awealth offactual and creative information.
Starting with an extensively researched investigation into the workings of the Advertising Triangle — the advertisers, the agencies and the média — author Torin Douglas analyses the many different types of organization who use advertising and describes their réasons for doing so. Advertising agencies are dealt with in an equally thorough way. Agency organization, the role of the individual departments, the workings of the commission system and the growth of multinational agencies handling brands around the world are all explained with a view to helping both the beginner and the experienced ad executive perform more efficiently in this highly competitive... Tovább

Fülszöveg

Advertising is the 20th Century's most successful industry, turning over billions of dollars every year and growing bigger every day. The Complete Guide to Advertising is the first book to fully capture the excitement and pace of the industry and at the same time combine it with awealth offactual and creative information.
Starting with an extensively researched investigation into the workings of the Advertising Triangle — the advertisers, the agencies and the média — author Torin Douglas analyses the many different types of organization who use advertising and describes their réasons for doing so. Advertising agencies are dealt with in an equally thorough way. Agency organization, the role of the individual departments, the workings of the commission system and the growth of multinational agencies handling brands around the world are all explained with a view to helping both the beginner and the experienced ad executive perform more efficiently in this highly competitive business. The investigation into the Advertising Triangle is completed by a comprehensive analysis of the média. The individual characteristics, strengths and weaknesses of each médium are discussed with a view to helping advertisers and agencies choose the ones most suitable to their specific needs. Highly informative charts complement this analysis and give a graphic insight into the potentially confusing world of the 'média choice'.
Moving on to the Campaign itself The Complete Guide to Advertising really comes into its own. Richly illustrated, the section begins with the first stage of every campaign — appointing the agency. Looked at from both standpoints — the dient's and the agency's — the chapter details the procedures involved and explains the stages an agency must go through in order to win a new account. With an equally illuminating chapter on how to plan a campaign, the scene is set for the 'flagship' of the book — how to create an advertisement. Beginning with an exhaustive account of every creative treatment currently in use, the chapter goes on to show how to make a TV commercial; how to choose locations and casts; why animatics are used; the point of pretesting; how to write and produce a press ad; how to write copy; when to use an illustration and when to use photography; how to produce a poster; how to write and produce a radio ad and much more. With a further two chapters on média buying and measuring the results this section is an invaluable aid for everybody involved in the advertising business regardless of ránk.
Lavishly illustrated throughout with ads new and old, graphic charts and highly originál material, The Complete Guide to Advertising is undoubtedly the 'brand leader' in its field. With a 25,000 word glossary it is quite simply the complete guide to advertising. Vissza