Description
This work is a comprehensive guide to advertising, covering the planning, research, and discussion stages of a campaign, as well as giving information about advertising media, the creation of advertisements, printing processes and mechanical production. It also covers marketing and distribution, and provides advice on how these factors should be taken into account when formulating an advertising policy. The work is divided into five sections, with each section containing a number of subsections. The first section covers the history of advertising, while the second section covers the theory of advertising. The third section covers the planning stage of a campaign, the fourth section covers the research stage of a campaign, and the fifth and final section covers the discussion and execution stage of a campaign. There are also 27 illustrations, including a number of diagrams and charts that are invaluable for day-to-day reference.
This work explains the various elements which go to the making of a successful advertising campaign - the planning, research and discussion - and gives some helpful information about advertising media, the creation of advertisements, about printing processes and mechanical production. It touches upon marketing and distribution and shows how these things must have a direct bearing on any well-framed advertising policy. The work of the Advertising Agency is fully described and there is some interesting advice about overseas advertising. Advertising Explained contains 27 illustrations, including a number of most useful diagrams and charts -invaluable for day-to-day reference. First published in 1949.
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