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Advertising Business: Operations, Creativity, Media Planning, Integrated Communications
by Jones, John Philip
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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.
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Product Details
- Feb 10, 1999 Pub Date:
- 0761912398 ISBN-10:
- 9780761912392 ISBN-13:
- English Language
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