Description
Learn how advertisers and their clients prepare advertising and communications campaigns, and how they use Internet, new media, and Integrated Marketing Communications to deliver their advertising message in this lively, to-the-point advertising book filled with hundreds of current ads, Web links, and examples.
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An updated, ad-dizzy text for the undergraduate or business school course making abundant use of bold graphics and advertising images and text from many different countries and media sources. Covering four major themes (process, planning, message preparation, and message placement), this text provides the client's and the agency's perspective on advertising practices, incorporating new technologies and media throughout. Annotation c. Book News, Inc., Portland, OR (booknews.com)
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