Advertising and Integrated Brand Promotion by Richard J., O'Guinn, Thomas C., Allen, Chris T. Semenik
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Description
Like other aspects of business, good advertising is the result of hard work and careful planning. Creating good advertising is an enormous challenge. Imaginative and refreshingly honest, Advertising 3e continues the tradition of providing readers with a solid understanding of advertising strategy. The table of contents is designed to follow the same process that advertising agencies follow.
