Complete with examples, issues and applications, this study introduces the theory and practice of advertising. It provides insights into how advertising is done, who does it, and the critical questions that must be resolved. A range of media types are incorporated into the discussion.
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Exceptionally real-world in focus -- with examples, issues, and applications interlaced throughout -- this best-selling introduction to both the theory and practice of advertising provides important insights into how advertising is done, who does it, and the critical questions that must be resolved.From the Back Cover:
A best selling principles of advertising book that best demonstrates the life of the advertising professionals. This book features expanded coverage of integrated marketing communications and on new media supplement of award winning New York Festival of Arts.
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Book Description Prentice Hall College Div, 1995. Hardcover. Book Condition: New. 3rd. Bookseller Inventory # DADAX0137228694