• Anglický jazyk

Jones, J: How Advertising Works

Autor: John Philip Jones

John Philip Jones, bestselling author of What's in a Name? and When Ads Work, has edited an authoritative handbook of research procedures that determine effective advertising. All participants in the advertising process - clients, media and agencies - are... Viac o knihe

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O knihe

John Philip Jones, bestselling author of What's in a Name? and When Ads Work, has edited an authoritative handbook of research procedures that determine effective advertising. All participants in the advertising process - clients, media and agencies - are fully represented in this volume.

Chapter authors reflect a global mix of academic and professional backgrounds and include: Leo Bogart, Andrew Ehrenberg, Simon Broadbent, Herbert Krugman, and the Editor John Philip Jones. Most chapters have been specifically written for this volume and are complemented by a few adaptations of classic articles.

  • Vydavateľstvo: Sage Publications
  • Rok vydania: 1998
  • Formát: Paperback
  • Rozmer: 229 x 152 mm
  • Jazyk: Anglický jazyk
  • ISBN: 9780761912415

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