by Mariola García Uceda · Editorial Esic · tapa blanda · ISBN 9788473561846
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«Las claves de la publicidad» is the advertising manual by Mariola García Uceda, published by Editorial Esic in paperback (372 pages, in Spanish).
The book offers a practical and rigorous approach to advertising: it explains its fundamentals, reviews its essential keys and presents the strategies needed to operate in the sector. It is conceived as a useful read for those starting out or working in the field of communication and advertising.
The cover indicates it is the 4th revised and updated edition. The book was published in 1999.
Aimed at university students and communication professionals who want to understand advertising from a practical and rigorous perspective.
