This best-selling book gives an introduction to both the theory and practice of advertising.
Important insights into how advertising is done, who does it, and the critical questions that must be resolved are provided. In addition, extensive coverage of integrated marketing communications and the roles of smaller agencies and vendors, as well as the newest types of media is presented.
"synopsis" may belong to another edition of this title.
Real-world in focus - with examples, issues and applications interlaced throughout - this introduction to both the theory and practice of advertising provides insights into how advertising is done.
"About this title" may belong to another edition of this title.
Book Description Prentice Hall College Div, 1997. Hardcover. Book Condition: New. 4. Bookseller Inventory # DADAX0135978815
Book Description Book Condition: Brand New. Book Condition: Brand New. Bookseller Inventory # 97801359788181.0