McGraw-Hill/Irwin Series in Marketing
1 total work
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.