The advertising business : operations, creativity, media planning, integrated communications

edited by 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.

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Year of publication:	c1999
Other Persons:	Jones, John Philip (contributor)
Publisher:	Thousand Oaks, Calif. : Sage Publications
Subject:	Kreativität \| Creativity \| Werbung \| Advertising \| Werbewirtschaft \| Advertising industry \| Werbeträger \| Advertising media \| Marketingmanagement \| Marketing management \| Werbeplanung \| Advertising planning

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Extent:	548 p. ill. (some col.)
Type of publication:	Book / Working Paper
Language:	English
Notes:	Includes bibliographical references and indexes.
ISBN:	978-1-4522-6464-6 ; 978-0-7619-1239-2
Source:	ECONIS - Online Catalogue of the ZBW

Persistent link: https://www.econbiz.de/10012692092