This text provides coverage of theory and real-world applications in advertising, addressing core topics and new areas such as intercultural advertising. The advertising examples in the book come from all over the world. The book integrates the key issues that tomorrow's advertising professionals will face, including integrated marketing communications (IMC), advertising technologies (such as digital visual editing systems), and emerging media (such as a direct-response television and computer-interactive networks). Throughout, there is a focus on decision-making and application of concepts - the text constantly stresses the practical implications of theories and requires students to make the same kinds of decisions they would make on the job.
- ISBN10 007006847X
- ISBN13 9780070068476
- Publish Date 1 January 1995 (first published 1 December 1994)
- Publish Status Out of Print
- Out of Print 9 October 1997
- Publish Country US
- Publisher McGraw-Hill Education - Europe
- Imprint McGraw-Hill Inc.,US
- Format Hardcover
- Pages 704
- Language English