Thomas O'Guinn

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Publicidad

Thomas O'Guinn; Chris Allen; Richard J. Semenik

Synopsis:
Creating good advertising is an enormous challenge and is the result of hard work and careful planning. This book is an honest examination of the complexity of human communication and consumer behavior. Current and fun to read, it discusses good advertising practices and reveals cutting-edge thinking on advertising topics. This book doesn't beat around the bush and it's not afraid to challenge a few conventions either. While paying particular attention to integrated marketing communication and to new media options like advertising on the World Wide Web, it presents principles, practices and perspectives on advertising that are applicable to all advertising no matter what medium is used.

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Other editions: Hardcover - 2010, Hardcover - 2008