Advertising (4th edition)

The new edition of the basic Czech book on advertising is completely updated and supplemented with new trends and examples, for example in online advertising or in the field of advertising effectiveness research.

Beginning marketers and university students will find in the book everything important about how to plan and create that " correct" advertising that will meet its objectives. He'll know, how to prepare an advertising campaign, how to budget and choose media, how to communicate with different target groups, use words and colours effectively, choose a suitable name, product name and logo.

The authors also discuss the impact of advertising and its measurement, advise on how to choose an advertising agency and present new trends in marketing communication.

In the appendices, readers will find useful information on legislation related to advertising, a list of the marketing press, links to associations of communication agencies and important addresses.