Advertising

by Chris Allen, Chris T. Allen, Richard J. Semenik, et al.

Book Overview

Learn how advertisers and their clients prepare advertising and communications campaigns, and how they use Internet, new media, and Integrated Marketing Communications to deliver their advertising... This description may be from another edition of this product.

• Format: Hardcover
• Language: English
• ISBN: 0324006616
• ISBN13: 9780324006612
• Release Date: July 1999
• Publisher: South Western Educational Publishing
• Length: 736 Pages
• Weight: 3.95 lbs.
• Dimensions: 1.1" x 8.9" x 11.2"

Customer Reviews

12

20

Bar none-the best academic book you will ever read on advert

Whether you are a new student or an old hand to the world of advertising, you'll learn a lot from this text. The ability of the authors to take a subject of such complexity and break it down into terms that anyone can understand shows their immense knowledge of advertising. The integration of print, radio, television and alternative media along with the ongoing integrated marketing communications case sets this book apart from any other text I've read. Most text books put me to sleep where I found Advertising interesting and inspiring. The exhibits used to represent examples of different executions of advertising made it easy to comprehend the concepts. I found myself reviewing every ad I came in contact with in my personal life and assessing the target, direction and effectiveness of those ads. Great Job!