A textbook that provides students with a foundation for understanding the enduring features of advertising theory and practice and introduces them to contemporary advertising concepts and practices. This edition (seventh was 1990) is organized around the Advertising Planning Model shown in Chapter 1 and at the beginning of each chapter, which provi
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Book Description Dryden Pr, 1994. Hardcover. Book Condition: New. 8. Bookseller Inventory # DADAX0030767520