Titlebook: Effective Advertising and Public Relations; Alison Corke Textbook 1985Latest edition Macmillan Publishers Limited 1985 Advertising.busines

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Martin Trautschold,Gary Mazo,Marziah KarchUntil the beginning of this century trading laws were based upon the principle . (let the buyer beware). This meant it was the responsibility of the purchaser rather than the seller to ensure that the goods and services he was buying were worth the price being asked. Over the years two systems have

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The major media,scount (see page 33) to remind yourself of the commission system). If . techniques are used, agencies normally charge a service fee, for these media do not pay a commission. The agency may pass on the work to companies specializing in below the line advertising. Frequently advertisers handle their o

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Planning and evaluation,ts. In this section we will be looking at the tools available to the advertiser which take some of the guesswork out of advertising, enable him to produce advertising which works, and help him examine the success or otherwise of campaigns.

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