The emphasis of this textbook for introductory courses is on applying research and theory to practice. Examples and outside references make the book accessible and easy to understand while rigorous in its investigation of communication practices. [From publisher description.]
Interested in learning about the challenging, exciting, and the societal important fields of advertising and marketing communication? This book catapults you into that world. You’ll learn what it’s like to work in these fields and about all the tools available to you as a professional persuader in today’s media environment.
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