Advertising - SAGE Library in Marketing (Hardback)Chris Hackley (editor)
Accommodating statistical, behavioural and interpretive perspectives, this three-volume set is organized into three broad categories. Volume One looks at advertising management, including creativity, agencyient relations, campaign planning and effectiveness, media planning and brand communications. Volume Two looks at the cultural influence of advertising, including its ideological character, theoretical influences, and cross-cultural aspects. Volume Three looks at advertising science: the experimental and survey data-gathering methods involved in measuring advertising effectiveness.
Publisher: SAGE Publications Inc
Number of pages: 1312
Weight: 2380 g
Dimensions: 234 x 156 mm
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