This book is the perfect accompaniment to any of the Advertising and IMC advertising texts. It can serve as a standalone textbook for introductory courses as well. For instructors, it offers the opportunity to engage students theoretically and practically and in a cost-effective way. The emphasis on applying research and theory to practice is shown graphically through literally hundreds of examples and outside references. Students will find the book to be accessible and easy to understand while rigorous in its investigation of communication practices. Important Notice: Media content referenced within the product description or the product text may not be available in the ebook version.For instance, PC maker Lenovo identified the huge potential markets in rural China by targeting smaller cities that offered a ... Advertising Strategy of Multinationals in China: A Cross Cultural Analysis, a International Journal ofAdvertising28, no.
|Title||:||Advertising Age: The Principles of Advertising and Marketing Communication at Work|
|Author||:||Esther Thorson, Margaret Duffy|
|Publisher||:||Cengage Learning - 2011-08-15|