Spanning advertising management, communication, production and promotion, this text looks at the necessary decisions--in the order in which they must be made--involved in the development and execution of an advertising campaign. The "Fifth Edition" has been both updated, to include current research and readings, and improved, to encompass more of the advertising process.
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From the Publisher
The Fifth Edition provides a perfect blend of state-of-the-art theory with current management practice and has been updated, to include current research and readings.
From the Back Cover
Spanning advertising management, communication, production and promotion, this text looks at the necessary decisions—in the order in which they must be made—involved in the development and execution of an advertising campaign. The Fifth Edition has been both updated, to include current research and readings, and improved, to encompass more of the advertising process.
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5.0 out of 5 stars
Excelent for both professionals and students,
By Ricardo Jorge G Batista (Coimbra, Coimbra Portugal) - See all my reviews
This review is from: Advertising Management (5th Edition) (Hardcover)
Excelent in the away it introduces you to the world of advertising making it easy for a smart student to learn!!! Its also good for professionals as it shows new ways of "doing bissiness"! I recommend it for anyone with the least interest in marketing.
1 of 3 people found the following review helpful:
5.0 out of 5 stars
Comprehensive and easy to read,
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This review is from: Advertising Management (Hardcover)
Excellent resource for somebody who directly manages advertising budgets and reviews creative and copy!
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