Advertising
Advertising
ISBN: 9780077094584
作者: Roderick White
出版社: McGraw-Hill Europe
出版年: 1999-11
页数: 320
定价: $ 104.53
内容简介
This is a revised edition of a comprehensive, practical and contemporary introduction to the core concepts and practice of advertising. The new edition has been substantially rewritten to reflect the impact of new media and research methods, and the new emphasis on integrated communications and international branding. The text includes coverage of ad agency functions, how to assess the effectiveness of advertising, and how to create a successful ad campaign - all illustrated with numerous recent case histories and examples of current advertising material.
关键词:Advertising