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The Advertising Business: Operations, Creativity, Media Planning, Integrated

The Advertising Business: Operations, Creativity, Media Planning, Integrated Communications Paperback / softback - 1999 - 1st Edition

by John Philip Jones

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Paperback / softback. New.
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From the publisher

This authoritative and comprehensive handbook of successful advertising practices addresses such aspects of the business as: agency operation, creativity, media planning, operations and speciality advertising.

The distinguished contributors reflect a global mix of academic and professional backgrounds, and most chapters - complemented by a few adaptations of classic articles - have been specifically written for this volume. The result is a single knowledge bank′ of theory and practice for advertising students and professionals.

First line

I began thinking about agency management early in my career.

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