Advertising / Edition 1by Courtland L. Bovee, Thill, Dovel, Wood
Pub. Date: 10/28/1994
Publisher: McGraw-Hill Companies, The
This principles of advertising text blends the creativity of advertising with solid coverage of theory and real-world applications. An involving writing style conveys the immediacy and excitement of the advertising business. The book addresses the core topics clearly and thoroughly while breaking new ground in such important areas as intercultural advertising. The ads and the examples included in the book are the result of worldwide search conducted by the author.
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