Advertising

Looks at the structure and organization of the advertising industry, how campaigns are constructed and costed, the various methods of promotion, above-the-line ... » 

Looks at the structure and organization of the advertising industry, how campaigns are constructed and costed, the various methods of promotion, above-the-line and below-the-line costs, legal and ethical issues, market research and more. Included are case studies and a 20-page glossary. «