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The Advertising Handbook
by Sean Brierley · Routledge · tapa blanda · 320 pages
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Pages: 320 pagesAuthor: Sean BrierleyPublisher: RoutledgeFormat: tapa blandaLanguage: enRelease date: 13/1/2002ISBN: ISBN 9780415243926
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Synopsis of The Advertising Handbook
El manual de publicidad es una introducción crítica a las prácticas y perspectivas de la industria publicitaria. Sean Brierley explora las estructuras de la profesión y examina los roles de todos los involucrados en la publicidad, incluyendo empresas, agencias, consultorías y propietarios de medios. Este manual traza el desarrollo de la publicidad y examina los cambios que han tenido lugar desde sus años de formación hasta el período actual de rápidos cambios: el impacto de los nuevos medios, el auge de la agencia de publicidad, las fusiones de la industria, Internet y las tecnologías digitales, y la influencia del entorno regulatorio.
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