Commercial advertising : six lectures at the London school of economics and political science (University of London)

Commercial advertising : six lectures at the London school of economics and political science (University of London) / Thomas Russell.

The lectures forming the main part of this volume present a statement of practical principles. It illustrates, with examples described from actual practice, the theories propounded.

Saved in:
Bibliographic Details
Main Author: Russell, Thomas
Format: eBook
Language:English
Published: London ; New York : Routledge, 2013.
Series:Routledge Library Editions. Advertising ; v. 7.
Studies in economics and political science ; no. 58.
Subjects:
Advertising.
BUSINESS & ECONOMICS > Advertising & Promotion.
Advertising
Online Access:Click for online access
Table of Contents:
  • Lecture 1. The economic justification of advertising
  • lecture 2. Advertising : its functions and policy
  • lecture 3. Copy-writing and the practical psychology of advertising
  • lecture 4. The hall-mark of commerce : trade marks and retail advertising
  • lecture 5. The three main modes of advertising
  • lecture 6. Part I : mail-order advertising ; Part II : advertising as a career.

Similar Items