Like other aspects of business, good advertising is the result of hard work and careful planning. Creating good advertising is an enormous challenge. Imaginative and refreshingly honest, Advertising 3e continues the tradition of providing readers with a solid understanding of advertising strategy. The table of contents is designed to follow the same process that advertising agencies follow.Advertising 3e delights the eyes with over 400 ads and exhibits. Magazine quality visuals, a hallmark feature, blend with a sound treatment of advertising principles to provide a cutting-edge look into the exciting world of advertising and new media. The companion web site (http: //oguinn.swcollege.com) and comprehensive ancillary package combine to provide readers and instructors with a variety of valuable resources
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