9780071138529: Advertising Excellence

This text provides coverage of theory and real-world applications in advertising, addressing core topics and new areas such as intercultural advertising. The advertising examples in the book come from all over the world. The book integrates the key issues that tomorrow's advertising professionals will face, including integrated marketing communications (IMC), advertising technologies (such as digital visual editing systems), and emerging media (such as a direct-response television and computer-interactive networks). Throughout, there is a focus on decision-making and application of concepts - the text constantly stresses the practical implications of theories and requires students to make the same kinds of decisions they would make on the job.

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Bovee, Courtland L.; Thill, John V.; Dovel, George; Wood, Marian
Published by McGraw-Hill Education (ISE Editions) (1994)
ISBN 10: 0071138528 ISBN 13: 9780071138529
Used Softcover Quantity Available: 1
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Anybook Ltd.
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Book Description McGraw-Hill Education (ISE Editions), 1994. Book Condition: Poor. This book has soft covers. Ex-library, With usual stamps and markings, In poor condition, suitable as a reading copy. Bookseller Inventory # 4174814

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