9780538869089

Advertising

  • ISBN 13:

    9780538869089

  • ISBN 10:

    0538869089

  • Edition: 1st
  • Format: Hardcover
  • Copyright: 03/20/1997
  • Publisher: South-Western College Pub
  • Newer Edition

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

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Summary

This sophisticated book utilizes a lively to-the-point writing style. Its real-world focus, with examples, ads, issues, and applications throughout, explores both the theory and practice of advertising in a way that students can easily relate. The book follows the sequence of advertisers and their clients preparing advertising and communications campaigns. In addition, this text has excellent coverage of Integrated Marketing Communications (IMC), and the most up-to-date coverage of emerging areas in the Internet and World Wide Web.

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