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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.

Publisher ‏ : ‎ SAGE Publications, Inc; First Edition (February 10, 1999)
Language ‏ : ‎ English
Paperback ‏ : ‎ 560 pages
ISBN-10 ‏ : ‎ 0761912398
ISBN-13 ‏ : ‎ 978-0761912392
Item Weight ‏ : ‎ 2 pounds
Dimensions ‏ : ‎ 6 x 1.27 x 9 inches