Advertising: What It Is and How to Do It

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.

Title - Advertising: What It Is and How to Do It

Edition -

Author - Roderick White

ISBN 13 - 9780077094584

Imprint - McGraw Hill Higher Education

Publisher - McGraw-Hill Education - Europe

Date Published - 16/11/1999

Prize -

No. of pages -

Binding Type - Paperback

Dimensions - 191 x 246 x 20mm

Weight - 750 g

Languages - English