The Advertising Business: Operations, Creativity, Media Planning, Integrated Communications
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 ad
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Great food for thought,
Reading this book sort of helps you put things you know in the right perspective in addition to giving you valuable insights into our business. It is a MUST read for any advertising professional, especially those involved in Agency management, client service and media.
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