The Advertising Business : Operations, Creativity, Media Planning, Integrated Communications, Paperback / softback Book

The Advertising Business : Operations, Creativity, Media Planning, Integrated Communications Paperback / softback

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Description

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.

Information

  • Format: Paperback / softback
  • Pages: 560 pages
  • Publisher: SAGE Publications Inc
  • Publication Date:
  • Category: Advertising
  • ISBN: 9780761912392

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