Advertising: Principles and Practices - Hardcover

Reseña del editor

Real-world in focus - with examples, issues and applications interlaced throughout - this introduction to both the theory and practice of advertising provides insights into how advertising is done.

Reseña del editor

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.