Please note: In order to keep Hive up to date and provide users with the best features, we are no longer able to fully support Internet Explorer. The site is still available to you, however some sections of the site may appear broken. We would encourage you to move to a more modern browser like Firefox, Edge or Chrome in order to experience the site fully.

Supporting your high street Find out how »
The Advertising Business : Operations, Creativity, Media Planning, Integrated Communications, Paperback / softback Book

The Advertising Business : Operations, Creativity, Media Planning, Integrated Communications Paperback / softback

Paperback / softback

Out of stock

Description

"A significant one-volume reference on the business of advertising, this work is recommended for undergraduate through professional collections." —R.R.

Attison, CUNY College of Staten Island  "John Philip Jones belongs to an elite group of intellectual adventurers searching for true meaning in an increasingly complex communication industry.

Anyone involved in understanding how brands are born and nurtured should follow his work with keen interest." --Andy Fenning, J.

Walter Thompson, New York John Philip Jones, best-selling author of What's in a Name?

Advertising and the Concept of Brands and When Ads Work: New Proof That Advertising Triggers Sales, has edited an authoritative handbook of successful advertising procedures.

All aspects of the business—creativity, media planning, operations, and specialty advertising—are fully represented in this comprehensive volume.

Chapter authors reflect on a global mix of academic and professional backgrounds, and include David Ogilvy, Don E.

Schultz, John Deighton Randall Rothnberg, Herbert Krugman, and John Philip Jones himself.

Most chapters have been specifically written for this volume, and are complemented by a few adaptations of classic articles.

The result is a single knowledge bank of theory and practice for advertising students and professionals.

This handbook is part of a series of edited by John Philip Jones, when complete, will comprise a complete library of essential advertising theory and practice.

How Advertising Works has already been published; future volumes will address the key topics of brand building and multinational advertising.

Information

£143.00

Out of stock
Add to Basket
Sign in to add to wishlist
 
Free Home Delivery

on all orders

 
Pick up orders

from local bookshops

Information