Contemporary Advertising
- List Price: $102.81
- Binding: Hardcover
- Edition: 0007
- Publisher: McGraw-Hill Companies
- Publish date: 03/01/2006
Description:
Discover advertising as it is actually practiced -- as a business, as a marketing tool, as a creative process, and as a hybrid discipline that employs elements of various arts and sciences. Inside this book readers will find complete coverage of how to make advertising part of an integrated marketing communications program and overall strategic planning process. Award-winning international advertising is featured throughout.
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