Advertising Strategy

Research output: Book/ReportBook


Drawing on research in psychology, sociology, and behavioral science, this book serves as a strategist's guide for constructing an advertising campaign. In doing so, this book helps the reader to understand how advertising can be subjected to sound frameworks related to its planning, execution, and evaluation.
Original languageEnglish (US)
Number of pages336
ISBN (Print)9781583901991
StatePublished - 2015

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