The sophisticated book utilizes a lively to-the-point writing style. It is a refreshingly honest treatment of principles of advertising. With its real-world focus - with examples, ads, issues, and applications throughout - this text explores both the theory and practice of advertising in a way that students can easily relate. The book follows the real-world sequence of how advertisers and their clients prepare advertising and communications campaigns.
- ISBN10 0538869089
- ISBN13 9780538869089
- Publish Date 20 March 1997
- Publish Status Out of Print
- Out of Print 12 December 2013
- Publish Country US
- Publisher Cengage Learning, Inc
- Imprint South-Western
- Format Hardcover
- Pages 623
- Language English