The Advertising Business: Operations, Creativity, Media Planning, Integrated Communications

ISBN-13: 9780761912392 / Angielski / Miękka / 1999 / 560 str.

John Philip Jones

Opis

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.