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- ISBN 13:
9780324006612
- ISBN 10:
0324006616
- Edition: 2nd
- Format: Paperback
- Copyright: 07/19/1999
- Publisher: South-Western College Pub
- Newer Edition
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Summary
An updated, ad-dizzy text for the undergraduate or business school course making abundant use of bold graphics and advertising images and text from many different countries and media sources. Covering four major themes (process, planning, message preparation, and message placement), this text provides the client's and the agency's perspective on advertising practices, incorporating new technologies and media throughout.
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