9780130835710

Advertising

  • ISBN 13:

    9780130835710

  • ISBN 10:

    0130835714

  • Edition: 5th
  • Format: Hardcover
  • Copyright: 12/01/1999
  • Publisher: Prentice Hall
  • Newer Edition

Note: Not guaranteed to come with supplemental materials (access cards, study guides, lab manuals, CDs, etc.)

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Summary

The theme of "advertising effectiveness" has been reinforced in this creative highly readable book through Effies-oriented vignettes, best practices boxes, ethics boxes, "Inside Story" boxes and practical tips. Hands-on EOC material and video cases featuring a hot NYC ad agency reinforce the real-world/industry perspective. A campaign example and media-buying simulation are new.

Author Biography

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Table of Contents

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