The Advertising Business: Operations, Creativity, Media Planning, Integrated Communications
The Advertising Business: Operations, Creativity, Media Planning, Integrated Communications
SAGE Publications, Inc

The Advertising Business: Operations, Creativity, Media Planning, Integrated Communications

  • Publish Date: 1999-02-10
  • Binding: Paperback
  • Author: John Philip Jones

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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.


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