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New, The updated and supplemented edition of the basic Czech book on advertising was again prepared by leading Czech advertising experts, Jitka Vysekalová, President of the Czech Marketing Society, and a respected practitioner, former president of the Association of Communication Agencies, who now lectures at the University of Economics in Prague, Jiri Mikes. The new edition brings up-to-date data and information from the world of Czech and foreign advertising, introduces news from the field of modern forms of marketing communication and emotional impact and offers new examples from advertising practice. Thanks to the book you will find out what advertising is and how it works, how " step by step" prepare an effective advertising campaign, what media to choose, how to create the " correct" advertising, what colours, images and words to use or how to choose the right agency. You will also learn what modern approaches exist to determine the effectiveness of advertising, what are the new trends in marketing communication or what is not allowed in advertising. Although the book is largely devoted to advertising, it is intended for all
for those interested in commercial communications, not only marketing and advertising managers and specialists, employees of communication and advertising agencies and students.