Publisher's Synopsis
The fourth edition of The Practice of Advertising is fully updated and revised including chapters by twelve new authors who are all top professionals in their own fields. The Practice of Advertising starts by answering the question 'how' rather than 'why' in relation to advertising. It then introduces the background and growth of each of its major components. stating thier present position and forecasting new developments. Some new topics covered are: * recruitment * directory * services * business-to-business advertising * planning and marketing communications. Contributors: Norman Hart, Ann Burdus, Geoff Smith, Ian Linton, Kenneth Miles, John Josling, Robert Hamer, Graham Bunting, Roy Topp, Nigel Foster, Bob Durrant, Martyn Davis, Alan Copage, Mark Lovell, Richard Jeans, David Wook, John Ward, John Ratcliffe, David Farbey, David Hanger, Peter Simmons, Matti Alderson, Jim Knight.
