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Managing Advertising

Managing Advertising

Margaret Allen

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Advertising often accounts for a substantial proportion of the total marketing budget. In order to manage this budget effectively and gain the maximum benefit from an advertising programme it is essential that those involved with this process are equipped with thew necessary knowledge to ensure that they are optimising their performance and that of their advertising agency.

*The role of advertising

*The need for a communications strategy

*Understanding and appointing advertising agencies

*The briefing process

*Understanding creative work

*Research techniques

*Advertising production

*Media planning

*Assessing campaign effectiveness

*Getting the best out of agencies

Additional Information

Author Margaret Allen
Publisher Blackhall
Publication date 1 Sep 1999
Format Paperback
ISBN/EAN 9781901657517

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