The Advertising Business; Operations, Creativity, Media Planning, Integrated Communications
, by John Philip JonesNote: Supplemental materials are not guaranteed with Rental or Used book purchases.
- ISBN: 9780761912392 | 0761912398
- Cover: Paperback
- Copyright: 2/10/1999
This authoritative and comprehensive handbook of successful advertising practices addresses such aspects of the business as: agency operation, creativity, media planning, operations and speciality advertising.The distinguished contributors reflect a global mix of academic and professional backgrounds, and most chapters - complemented by a few adaptations of classic articles - have been specifically written for this volume. The result is a single 'knowledge bank' of theory and practice for advertising students and professionals.