Advertising: A Framework

by W. Ronald; Russell J. Thomas; Russell Thomas Lane

For courses in Advertising Principles, Introduction to Advertising, Communications, Journalism, and for use as a supplement to graduate courses in Advertising programs. This text examines the core components of contemporary advertising as they relate to marketing promotion and marketing communication. It shows how the development of brand strategy and brand equity is crucial to successful advertising.

378 pages, Paperback

First published June 22, 2000