in the technique and construction of advertisements, are given at the end of the various chapters. These will increase the usefulness of the book as a text.

Advertising is used for communicating business information to the present and prospective customers. It usually provides information about the advertising ...

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The Advertising Handbook challenges conventional wisdoms about advertising's power and authority to offer a realistic assessment of its role in business and ...

The most that any handbook of advertising can give the reader are examples and instances that will enable him to form his judgment more intelligently. Such a ...

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The book covers all the essential responsibilities of marketing and advertising departments. There is particular emphasis on the relevant vocabulary and ...

Advertising Theory provides detailed and current explorations of key theories in the advertising discipline.

It is written as a text book for students and a safe guide for advertisers. Every statement has been weighed. The book is confined to established fundamentals.