Advertising : principles & practice

Synopsis

"In order to build effective advertising campaigns, the cutting edge of humor, new media, and technology must be partnered with solid fundamentals such as market research and media buying." "Who exemplifies this better than Mad Dogs and Englishmen, a hot New York City ad agency known for its effective cutting-edge advertising and Integrated Marketing Communications campaigns? Join us as we see how Mad Dogs utilizes account planning, nurtures creativity, and builds teams. See the challenges Mad Dogs faces as it tackles everything from internal organization and client billing to creative and strategic planning, media planning and buying, and the demands of a creative environment." "Each part of the book closes with a comprehensive Mad Dogs and Englishmen case, which refers to a custom video that amplifies and extends each case."--BOOK JACKET.Title Summary field provided by Blackwell North America, Inc. All Rights Reserved