Description - The Advertising Age Encyclopedia of Advertising by John McDonough
Produced under the auspices of Advertising Age , the Museum of Broadcast Communications in Chicago, and the Hartman Center for Sales, Advertising, and Marketing History at Duke University, the 'Advertising Age' Encyclopedia of Advertising promises to be the definitive illustrated reference work on the subject. Its approximately 600 entries make accessible detailed historic surveys of leading agencies and major advertisers, both past (Ruthrauff & Ryan; Ipana Toothpaste) and contemporary (Young & Rubicam; General Motors). International in scope, the Encyclopedia also includes biographies on several of the most influential men and women in advertising, important issues affecting the field (such as the history of the consumer movement, self-regulation, and the cultural influence of advertising), and various aspects of advertising methodology and strategy (such as research, brand building, media and direct marketing). A team of more than 200 advisers and contributors from around the world has been involved in the preparation of this groundbreaking work. ALA/RUSA Oustanding Reference Source 2004 Booklist Editor's Choice 2004 Library Journal Best Reference Source 2004
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(279mm x 216mm x mm)
Fitzroy Dearborn Publishers
Publisher: Taylor & Francis Ltd
Country of Publication:
Book Reviews - The Advertising Age Encyclopedia of Advertising by John McDonough