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The second edition of Viva’s Dictionary of Advertising is fully updated and revised to include more than 5,000 precise definitions of current advertising, marketing and communications terms. An essential resource for every advertising, marketing and media practionier or novice, this dictionary spans: Copywriting • Art direction • Creative strategy • Graphic supply • Print production • Marketing planning • Media planning • Media/advertising research • Merchandising and promotion planning • Publicity and public relations • Budgeting • Client service. Developed out of everyday agency and corporate experience, these fact-packed pages provide the complete working vocabularies of every facet of the advertising and marketing profession• Terms are defined concisely and authoritatively, with examples to clarify meanings • Industry and trade acronyms and abbreviations are explained in full• For ease of use, terms are fully cross referenced to related entries.
Publisher: VIVA BOOKS