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The Advertising Business

Operations, Creativity, Media Planning, Integrated Communications

The Advertising Business by John Philip Jones
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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 a single `knowledge bank' of theory and practice for advertising students and professionals.

SAGE Publications; February 1999
561 pages; ISBN 9781452264646
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Title: The Advertising Business
Author: John Philip Jones
 
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ISBNs
1452264643
9780761912392
9781452264646