The (un)common sense of advertising : getting the basics right /
Tiwari, Sanjay, 1953-
The (un)common sense of advertising : getting the basics right / Sanjay Tiwari. - Thousand Oaks, Calif. : Sage Publications Inc., 2003. - 322 p. ; 22 cm.
Includes bibliographical references and index.
The advertising context -- The marketing perspective -- The brand perspective -- The advertising perspective -- The creative perspective -- The media perspective -- The supplementary perspective -- The advertising agency perspective.
0761997350 0761997369 (pbk.)
Advertising.
Marketing.
659.1 / TIW
659.1 / TIW [ Shelf 80]
The (un)common sense of advertising : getting the basics right / Sanjay Tiwari. - Thousand Oaks, Calif. : Sage Publications Inc., 2003. - 322 p. ; 22 cm.
Includes bibliographical references and index.
The advertising context -- The marketing perspective -- The brand perspective -- The advertising perspective -- The creative perspective -- The media perspective -- The supplementary perspective -- The advertising agency perspective.
0761997350 0761997369 (pbk.)
Advertising.
Marketing.
659.1 / TIW
659.1 / TIW [ Shelf 80]