Explores the core principles that drive advertising. This title presents advertising as it is actually practiced and makes the fundamentals accessible and relevant to the student's 'real life'.[...]

M: Advertising 2e was created with students' and professors' needs in mind. It explores the core principles that drive advertising, using a lively voice that goes beyond academic theory. The authors' goal was to present advertising as it is actually practiced and make the fundamentals accessible and[...]