Practical Advertising and Publicity: Effective Promotion of Products and Services to Industry and Commerce
Discusses business to business marketing, explains advertising strategies and techniques, and covers planning, budgeting, direct mail, and television
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Planning and budgeting
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Account executive achieve activities advertising agency audience basis budget buyers campaign cent Channel Four channels of persuasion circulation circulation journals clients colour company's copy cost creative customers direct mail director distribution editorial publicity effective employees enquiries evaluation example exhibition exhibitors expenditure factor Figure film function house magazine impact important industrial advertising influence instance interest journal journalists large number marketing communications marketing mix marketing research measure medium method necessary objectives obtain operation opportunity organization overall particular percentage photographer Point of sale potential market press advertising press release printing programme prospects public relations publicity department publishers purchasing readers readership sales leads sales literature sales promotion salesperson selling specialists specific sponsored films staff stand Table target technical techniques television trade Unique selling propositions United Kingdom usually visitors visual