The book is sophisticated, but utilizes a lively to-the-point writing style. It is a refreshingly honest treatment of the subject. With its real-world focus-with examples, ads, issues, and applications throughout-this text explores both the theory and practice of advertising in a way that students can easily relate. The book follows the real-world sequence of how advertisers and their clients prepare advertising and communications campaigns. In addition, this text has excellent, integrated coverage of Integrated Marketing ...
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The book is sophisticated, but utilizes a lively to-the-point writing style. It is a refreshingly honest treatment of the subject. With its real-world focus-with examples, ads, issues, and applications throughout-this text explores both the theory and practice of advertising in a way that students can easily relate. The book follows the real-world sequence of how advertisers and their clients prepare advertising and communications campaigns. In addition, this text has excellent, integrated coverage of Integrated Marketing Communications (IMC) and new media, and has the most up-to-date coverage of the Internet as a strategic advertising tool.
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