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Advertising : Principles and Practice

by: ; ;
9780135978818

Advertising : Principles and Practice

by: ; ;
  • ISBN 13:

    9780135978818

  • ISBN 10:

    0135978815

  • Edition: 4th
  • Format: Hardcover
  • Copyright: 01/01/1998
  • Publisher: Prentice Hall Professional Technical Reference
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Summary

This best-selling book gives an introduction to both the theory and practice of advertising.Important insights into how advertising is done, who does it, and the critical questions that must be resolved are provided. In addition, extensive coverage of integrated marketing communications and the roles of smaller agencies and vendors, as well as the newest types of media is presented.

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