Summary

A classic textbook that presents the philosophy and practice of advertising in a context of marketing communication and integrated marketing. This revised edition (12th was 1993) offers a global perspective to the advertising function, and explores the current and future impact of new media technologies on advertising. Primarily for students who plan careers in advertising, though other students might seize the opportunity to become more educated consumers. An integrated ancillary package is available. Annotation copyright by Book News, Inc., Portland, OR