Principles of Advertising

副标题: A Global Perspective

ISBN: 9780789006158

出版社: Haworth Press

出版年: 1999-11

定价: USD 44.95

装帧: Hardcover

内容简介

Discover a textbook that provides undergraduate or graduate students with a general introduction to the fast-changing field of contemporary advertising. Principles of Advertising: A Global Perspective brings together the business and communication aspects of advertising by balancing research and strategy with the creative and critical concerns of advertising. With a foreword by Don E. Schultz, a leading advertising consultant and professor at Northwestern University, this essential guide discusses new theories, new technologies, well-known advertising campaigns, and cultural considerations for advertising in foreign markets to give students current and proven information on the changing world of advertising.