A comprehensive text introducing students to adveritsing as it is practised, as a business, marketing tool and creative process. This book covers consumer, business, service and non-profit advertising and includes advertising applications. This edition has increased emphasis on internationnal illustrations with translations of foreign advertising copy. In addition, it features: references throughout; coverage of integrated marketing communications; coverage of the adveritising business from agencies and clients to media and suppliers; media strategy and planning presented as part of the overall marketing and advertising planning process; review of creative strategy including electronic and digital media; and a reference library containing additional professional data.
- ISBN10 025609196X
- ISBN13 9780256091960
- Publish Date 1 November 1991 (first published 1 January 1982)
- Publish Status Out of Print
- Out of Print 8 June 1995
- Publish Country US
- Publisher McGraw-Hill Education - Europe
- Imprint Irwin Professional Publishing
- Edition 4th Revised edition
- Format Hardcover
- Pages 732
- Language English