1 option
The advertising business : operations, creativity, media planning, integrated communications / edited by John Philip Jones.
LIBRA HF5813.U6 A635 1999
Available from offsite location
- Format:
- Book
- Language:
- English
- Subjects (All):
- Advertising--United States.
- Advertising.
- United States.
- Physical Description:
- 548 pages : illustrations (some color) ; 24 cm
- Place of Publication:
- Thousand Oaks, Calif. : Sage Publications, [1999]
- Summary:
- 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.
- Notes:
- Includes bibliographical references and indexes.
- Local Notes:
- Acquired for the Penn Libraries with assistance from the Phi Beta Kappa Library Trust Fund.
- ISBN:
- 076191238X
- 0761912398
- OCLC:
- 39756787
The Penn Libraries is committed to describing library materials using current, accurate, and responsible language. If you discover outdated or inaccurate language, please fill out this feedback form to report it and suggest alternative language.