Marketing communication has an overwhelming impact on both society and business. This text offers a comprehensive overview of the cornerstones, techniques and applications of marketing communications practice in a European context.
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This is an accessible introduction to creative advertising techniques. Featuring 100 spreads detailing concepts such as the 'Reveal' and the 'Mash-up', it presents the key methods of devising print, television, radio, direct, and online ideas. The process of creating an ad can b…
This volume provides a historical look at the origins of the advertising industry and consumer society at the turn of the 20th century. It includes a history of ways businesses have refined their search for new consumers.
This volume provides a historical look at the origins of the advertising industry and consumer society at the turn of the 20th century. It includes a history of ways businesses have refined their search for new consumers.
"Advertising has had a racial dimension from slavery to the present. Contributors to this book explore the role of institutionalized racism and bigotry in multicultural marketing since its inception in the 1920s. Promoting ethnic diversity in the advertising industry is not just…
