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Financial Times Prentice Hall, 2000 - Business & Economics - 394 pages
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Advertising 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.

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About the author (2000)

Frank Jefkins was Chief Examiner for LCCI.

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