The Advertising Business: Operations, Creativity, Media Planning, Integrated Communications

by John Philip Jone and John Philip Jones

Book Overview

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...

• Format: Paperback
• Language: English
• ISBN: 0761912398
• ISBN13: 9780761912392
• Release Date: February 1999
• Publisher: Sage Publications, Inc
• Length: 560 Pages
• Weight: 2.00 lbs.
• Dimensions: 1.1" x 6.0" x 9.0"

Customer Reviews

An International Treasure

John Philip Jones is an international treasure in the advertising business. A 25+ year veteran of J. Walter Thompson Advertising, Jones built some of Thompson's most successful agencies and was responsible for some of their most successful campaigns in Europe and around the globe. When he entered academia, the American Advertising Federation awarded him the 1991 Distinguished Advertising Educator award for his work at Syracuse University. This book is the perfect combination of theoretical excellence and real-world practicality. A MUST read for anyone who wants to make their mark in the advertising business today.

Great food for thought

Reading this book sort of helps you put things you know in the right perspective in addition to giving you valuable insights into our business. It is a MUST read for any advertising professional, especially those involved in Agency management, client service and media.