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ISBN: 9780324006612 | 0324006616
Edition: 2nd
Format: Paperback
Publisher: South-Western College Pub
Pub. Date: 7/19/1999

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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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