The Advertising Business : Operations, Creativity, Media Planning, Integrated Communications Paperback / softback
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 / softback
- Pages: 560 pages
- Publisher: SAGE Publications Inc
- Publication Date: 30/03/1999
- Category: Advertising
- ISBN: 9780761912392