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.

Covering the entire field of advertising with special emphasis on IMC and new technologies, it places advertising within a contemporary, integrated marketing framework to demonstrate how advertising must be coordinated with all other ...