Includes glossary & index

The fourteenth edition of this advertising text.

The Lectures forming the main part of this volume were presented at the London School of Economics and Political Science and, collected, purport not to be a working textbook of Advertising, but rather a statement of practical principles.

Primarily intended for undergraduate students majoring in advertising, marketing, and management this book blends together all relevant contemporary information as it relates to the practice of advertising with accuracy and foresight.