This work is recommended reading for the Promotional Practice paper of the Advanced Certificate examination and Marketing Communications paper of the Diploma examination. It provides a comprehensive coverage of the whole business of advertising and its associated promotional areas, including public relations, sales promotion and sponsorship. Advertising is viewed from the points of view of advertisers, advertising agencies and the media, with the main emphasis on practical application in the current marketing scene. The ...
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This work is recommended reading for the Promotional Practice paper of the Advanced Certificate examination and Marketing Communications paper of the Diploma examination. It provides a comprehensive coverage of the whole business of advertising and its associated promotional areas, including public relations, sales promotion and sponsorship. Advertising is viewed from the points of view of advertisers, advertising agencies and the media, with the main emphasis on practical application in the current marketing scene. The author uses a wide range of examples to illustrate his themes and an informative series of guidelines and checklists of use not only to students but to those trying to apply the various techniques. The book is suitable for students following CIM examinations, BTEC Higher National and BA/BSc Business Studies courses.
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