by ProfessorJohnPhilipJones (Editor), JohnPhilipJones (Author)
This authoritative and comprehensive handbook of successful advertising practices addresses such aspects of the business as: agency operation, creativity, media planning, operations and speciality advertising.
The distinguished contributors reflect a global mix of academic and professional backgrounds, and most chapters - complemented by a few adaptations of classic articles - have been specifically written for this volume. The result is a single `knowledge bank' of theory and practice for advertising students and professionals.
Format: Paperback
Pages: 560
Edition: First
Publisher: SAGE Publications, Inc
Published: 30 Mar 1999
ISBN 10: 0761912398
ISBN 13: 9780761912392