Spanning advertising management, communication, production and promotion, this text looks at the necessary decisions--in the order in which they must be made--involved in the development and execution of an advertising campaign. The "Fifth Edition" has been both updated, to include current research and readings, and improved, to encompass more of the advertising process.
- ISBN10 0133057151
- ISBN13 9780133057157
- Publish Date 22 January 1996 (first published August 1975)
- Publish Status Out of Print
- Out of Print 17 October 2003
- Publish Country US
- Imprint Pearson
- Edition 5th edition
- Format Hardcover
- Pages 754
- Language English