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Spanning advertising management, communication, production and promotion, this text looks at the necessary decisions--in the order in which they must be made--involved in the development and execution of an advertising campaign. The "Fifth Edition" has been both updated, to include current research and readings, and improved, to encompass more of the advertising process.
- Amazon Sales Rank: #4315205 in Books
- Published on: 1982-03
- Original language: English
- Number of items: 1
- Binding: Hardcover
- 560 pages
From the Publisher The Fifth Edition provides a perfect blend of state-of-the-art theory with current management practice and has been updated, to include current research and readings.
From the Back Cover Spanning advertising management, communication, production and promotion, this text looks at the necessary decisions—in the order in which they must be made—involved in the development and execution of an advertising campaign. The Fifth Edition has been both updated, to include current research and readings, and improved, to encompass more of the advertising process.
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