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The Advertising Business: Operations, Creativity, Media Planning, Integrated Communications - Softcover

 
9780761912392: The Advertising Business: Operations, Creativity, Media Planning, Integrated Communications
Softcover
ISBN 10: 0761912398 ISBN 13: 9780761912392
Verlag: SAGE Publications, Inc, 1999

Inhaltsangabe

This authoritative and comprehensive handbook of successful advertising practices addresses such aspects of the business as: agency operation, creativity, media planning, operations and speciality advertising.

The distinguished contributors reflect a global mix of academic and professional backgrounds, and most chapters - complemented by a few adaptations of classic articles - have been specifically written for this volume. The result is a single `knowledge bank' of theory and practice for advertising students and professionals.

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Über die Autorin bzw. den Autor

John Philip Jones entered academe in 1981 after a 25-year career in advertising with J. Walter Thompson in Europe, is a tenured Professor in the Newhouse School at Syracuse University, and was Chairman of the Advertising Department for seven years. He has published ten books on advertising and numerous journal articles, and his work has been translated into German, Spanish, Japanese, Korean, Chinese, Portuguese, Turkish and Arabic. In 1991, John Philip Jones was named by the American Advertising Federation as the Distinguished Advertising Educator of the Year. In the same year he became a member of the Council of Judges of the Advertising Hall of Fame. In 1994, he was elected a member of the National Advertising Review Board. In 1996, he received a major award from Cowles Business Media and the American Association of Advertising Agencies for leadership in the media field. There were two prize winners, the other being NBC Sports. He received the Telmar Award in 1997, for extending the concept of Short-Term Advertising Strength (STAS) from television to print media. In 2001, he received the Syracuse University Chancellor's Citation for Exceptional Academic Achievement.

Von der hinteren Coverseite

This authoritative and comprehensive handbook of successful advertising practices addresses such aspects of the business as: agency operation, creativity, media planning, operations and speciality advertising. The distinguished contributors reflect a global mix of academic and professional backgrounds, and most chapters - complemented by a few adaptations of classic articles - have been specifically written for this volume. The result is a single `knowledge bank' of theory and practice for advertising students and professionals.

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Verlag
SAGE Publications, Inc
Erscheinungsdatum
1999
Sprache
Englisch
ISBN 10 
0761912398
ISBN 13 
9780761912392
Einband
Taschenbuch
Anzahl der Seiten
548
Herausgeber
Jones John Philip
Kontakt zum Hersteller
Sage Publications
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