Absolute Essentials of Advertising

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Focusing on advertising theory and practice, this textbook is structured into three core parts, beginning with the role of advertising and the customer journey, followed by creative development and media strategy. Each chapter features real-life examples and reflective questions to enhance learning. It serves as a comprehensive resource for students at various levels, making it ideal for undergraduates and postgraduate learners, as well as those pursuing professional qualifications. The author's expertise ensures clarity and relevance throughout.