by Luis Bassat · Debolsillo · tapa blanda · ISBN 9788484505228
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«El libro rojo de la publicidad» is the advertising manual by Luis Bassat, published by Debolsillo in paperback (318 pages, in Spanish).
Luis Bassat explains what advertising is and how it works, what makes an ad sell and why others fail. He covers the media (television, press, radio and outdoor), strategies and creative paths, the keys to a good slogan, promotions, direct marketing and the role of brands, the Internet and 360-degree communication.
Tenth edition of the work, with subtitle «Ideas que mueven montañas», published in 2001 by Debolsillo (ISBN 9788484505228).
For students and professionals in advertising, marketing and communication who want to learn the craft of a leading Spanish advertiser.
