The Practice of Advertising addresses key issues in the industry, presenting a comprehensive overview of its components. Clarity in both style and content has been ensured so that the information is easily accessible and terminology is suitable for the reader. Based on the successful and highly regarded text previously edited by Norman Hart, this fifth edition contains up-to-date examples to illustrate key points and support underlying principles. Topics addressed range from introducing the roles of advertiser and the advertising agency, through to more specialised areas of advertising such as recruitment and directory advertising. The specialist knowledge gained from the contributors provides a valuable insight for practitioners and students wishing to gain a solid grounding in the subject. By looking at the current situation as well as considering developments likely to occur in the future, the text demonstrates how best to implement existing methods as well as considering how improvements can be made.

Adrian R. Mackay

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;