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How to Capture the Advertising High Ground
Format: Hardback
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Since the 1960s, when the last wave of advertising bestsellers such as "Madison Avenue USA" and David Ogilvy's "Confessions of an Advertising Man" were published, advertising has completely changed. TV has become the dominant medium, and it is now truly multinational. It has gatecrashed politics and become more acceptable and more fashionable - but at the same time more complex and serious. This book provides an informed examination of the advertising industry, covering topics from clients and credibility to global brands and media selection. It analyzes the major recent and likely future developments and points out the differences between the successful "high ground" agencies and those which are doomed to failure. -- from publisher.
Genre: Business & Economics, Advertising & Promotion
Format: Hardback
Published: 1994
Pages: 229
Publisher: Century Business
ISBN: 9780712660075
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Condition Descriptions
Our conditions mean the following:
- New - a brand new book
- Almost New - appears new but is actually secondhand.
- Very Good - only minor imperfections such as minor scuffs to edge or cover or a price written in pencil or shop sticker.
- Standard Secondhand - Clearly been read before, but not too bad. We do not recommend these for gifting. Spines usually creased. Could also include creases or folds to cover, some writing such as in the cover or elsewhere, underlining or highlighting, but might not do. Possibly some stains or marks. Similar in general to books in any secondhand shop or charity shop.
- Poor Condition - Usually this will have a specific problem such as writing inside, water damage, missing dust jacket, heavy staining, large creases or cuts. These are readable copies but not nice ones. On other websites this condition is called 'Acceptable' or 'Fair' , but we want to be more honest.
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