The Advertising Business: Operations, Creativity, Media Planning, Integrated Communications
SAGE Publications, Inc
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- Studio: SAGE Publications, Inc
- Theatrical Release Date: Dec 31, 1969
- DVD Release Date: Dec 31, 1969
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- ASIN: 0761912398
- Sales Rank: 2674466
Editorial Review from Product 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.