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This concise textbook provides a comprehensive and clear overview of advertising theory and practice. Each chapter covers the essential aspects of the subject matter, provides a …
The eighth edition of The Media Handbook continues to provide a practical introduction to the media planning and buying processes.Starting with the broader context in which media …
Elgar Advanced Introductions are stimulating and thoughtful introductions to major fields in the social sciences, business and law, expertly written by the world’s leading …