The Advertising Business (Paperback)

Operations, Creativity, Media Planning, Integrated Communications

By John Philip Jones

Sage Publications, Inc, 9780761912392, 560pp.

Publication Date: February 10, 1999

List Price: 113.00*
* Individual store prices may vary.

Description

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.