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| Preface | ||
| Sect. 1 | The Spectrum of Advertising and Promotion | 1 |
| Ch. 1 | The Industry's Background and Purpose | 3 |
| Ch. 2 | The Advertisers and Promoters of Fashion | 33 |
| Sect. 2 | Planning, Advertising, and Promotion | 61 |
| Ch. 3 | Research: Planning and Evaluation | 63 |
| Ch. 4 | Advertising Agencies and Promotional Services | 87 |
| Sect. 3 | Advertising Media and the Fashion Segment They Serve | 109 |
| Ch. 5 | Magazines | 111 |
| Ch. 6 | Newspapers | 141 |
| Ch. 7 | Television and Radio | 165 |
| Ch. 8 | Direct Advertising | 189 |
| Ch. 9 | Outdoor and Transit Advertising | 211 |
| Sect. 4 | Creating Fashion Advertisements | 231 |
| Ch. 10 | The Copy, Illustrations, and Layout | 233 |
| Ch. 11 | Production: The Print and Broadcast Media | 261 |
| Sect. 5 | Fashion Promotion Presentations and Techniques | 283 |
| Ch. 12 | Fashion Shows | 285 |
| Ch. 13 | Special Events | 317 |
| Ch. 14 | Fashion Videos | 345 |
| Ch. 15 | Publicity: Obtaining Editorial Coverage | 365 |
| Ch. 16 | Promoting Fashion Through Visual Merchandising | 389 |
| Glossary | 421 | |
| Index | 429 |
| Price | Condition | Delivery | Seller | Action |
| $99.99 | Digital |
| WonderClub |
Gary Pyle
reviewed Fashion Advertising+promotion on March 17, 2015
Fashion Advertising+promotion
A totally insane, wacky, uber-smart, poetic, at times hard to read, incredibly beautiful, slightly eccentric reading of the world of fashion through the eyes of one of the great readers as well as writer Roland Barthes. I want to give this book five stars, but four makes it more mysterious for some reason or another. Yet probably the best book that tells you how to read inbetween the words and 'image' of fashion.
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