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- published by Esic
- Madrid, 1975
- Softcover binding
- Condition: Good
- 363 Pages + Dropdown Graphics
- ISBN: 8473560078
- Ref. Item number: 1D1000061
| A work that aims to be basic in some points, pointing out new methodologies in others, and a simple introduction to the subject in its main parts, divided into 3 major topics: 1) Approach to advertising activity (objectives and analysis of its motivations); 2) Advertising budget (its determination with a practical approach) and 3) Advertising media planning (basic concepts, techniques, examples and practical cases. A complete compendium of the most interesting articles published by its author, on the subject, throughout over five years of his professional life. |