Essentials of Advertising Strategy by Don E. Schultz, Anne Allison, Stanley I. Tannenbaum

Essentials of Advertising Strategy

Don E. Schultz, Anne Allison, Stanley I. Tannenbaum

missing page info Add in missing page information • first pub 1981 (editions)

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Description

Provides strategic insights and tools for professionals and advanced students in advertising and marketing, with chapters on how consumers buy, marketing planning, developing a creative strategy, and judging advertising executions. Includes discus...

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