|Getting started||p. 1|
|Getting in||p. 7|
|The business of advertising||p. 14|
|Account management||p. 22|
|Account planning||p. 33|
|The creative team - copywriting and art direction||p. 39|
|Advertising media - planning and buying||p. 60|
|New media||p. 73|
|Marketing communications - direct marketing, public relations, sales promotion (the marketing mix)||p. 81|
|Creative services||p. 97|
|Selling yourself - how to get the job you want||p. 106|
|Graduate training and interviews||p. 116|
|The right course for you||p. 141|
|Ask the students||p. 172|
|The value of work experience||p. 185|
|Getting their foot in the door||p. 193|
|Notes and references||p. 216|
|Table of Contents provided by Syndetics. All Rights Reserved.|
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