The Advertising Business: Operations, Creativity, Media Planning, Integrated Communications
- Publish Date: 1999-02-10
- Binding: Paperback
- Author: John Philip Jones
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.