Practice of Advertising

5th Edition

Authors: Adrian Mackay
Paperback ISBN: 9780750661737
Imprint: Butterworth-Heinemann
Published Date: 17th September 2004
Page Count: 400


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The Practice of Advertising addresses key issues in the industry, presenting a comprehensive overview of its components. Clarity in both style and content has been ensured so that the information is easily accessible and terminology is suitable for the reader.

Based on the successful and highly regarded text previously edited by Norman Hart, this fifth edition contains up-to-date examples to illustrate key points and support underlying principles. Topics addressed range from introducing the roles of advertiser and the advertising agency, through to more specialised areas of advertising such as recruitment and directory advertising.

The specialist knowledge gained from the contributors provides a valuable insight for practitioners and students wishing to gain a solid grounding in the subject. By looking at the current situation as well as considering developments likely to occur in the future, the text demonstrates how best to implement existing methods as well as considering how improvements can be made.

Key Features

  • Provides an ideal grounding to the principles involved in advertising
  • Offers a collation of views from Key Professionals in the field of Advertising
  • Covers specialist advertising such as recruitment and directory advertising


Professional: Individuals working in advertising roles who are new or recent to the post and require a good overall grounding in the subject. Academic: Students on the CAM Advanced Certificate in Advertising Course and CIM Professional Certificate and Professional Diploma courses. First/Second year Undergraduates studying for degrees in Advertising (currently 11 courses in the UK offering advertising as a single subject), or those taking modules in Marketing Communications as part of a Marketing degree.

Table of Contents

Preface; Contributors' page; Marketing and the place of advertising within it (Adrian Mackay); How advertising works (John Wilmshurst); Integrated marketing communications (Ian Linton); The advertiser (Peter Beaumont); The advertising agency (Richard Mayer); Media (Sangeet Chana); Advertising creativity (Roger Stotesbury); Press production (Mark Maquire); TV, radio and cinema production (Nigel Foster); Printing (Les Claridge); Advertising planning and budgeting (Martyn P. Davis); Getting the best from advertising agencies and other outside suppliers (Adrian Mackay); Media research (Mike Monkman); Consumer research (Marilyn Baxter); Business-to-business advertising (Richard Jeans & Gareth Richards); Services advertising (Richard Warren); Recruitment advertising (Sarah Asprey); Directory advertising (Jackie Hewitt & Robert Love); International advertising (David Hanger); Sales promotion in marketing (Brend Simonetti); Advertising: self-regulation and the law (Chris Graham); Training for a career in advertising (Anne Murray Chatterton); Index.


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Paperback ISBN:

About the Author

Adrian Mackay

Affiliations and Expertise

Managing Partner, Duncan Alexander & Wilmshurst Ltd, Daventry, Northamptonshire, UK Managing Partner of Duncan Alexander & Wilmshurst marketing & training consultancy, on the Faculty of the Chartered Institute of Marketing, and a former Senior ISBA trainer, UK