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sku: COM9780273634355NEW
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Description
This best-selling book looks at the structure and organisation of the 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 much, much more. The new edition has been fully updated and contains updated material on advertising departments, TV franchises, corporate video and satellite broadcasting. Case studies are used to bring the subject into the real world.
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