num_pages: 560
description: This authoritative and comprehensive handbook of successful advertising practices addresses such aspects of the business 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.
language: English
title: The Advertising Business: Operations, Creativity, Media Planning, Integrated Communications
titlecomplete: The Advertising Business: Operations, Creativity, Media Planning, Integrated Communications
ratings_count: 5
publisher: SAGE Publications, Inc