From "AdBusters" to viral marketing, this brief dictionary of ideas
and concepts contains over 100 extended, illuminating entries to
bring the novice up to speed on the advertising/marketing world and
the ideas that underlie it. For the neophyte professional, it
describes the various players and strategies of the industry. For
the student, it summarizes the key ideas of the most important
cultural theorists introduced in advertising and marketing courses.
For everyone, it helps explain the cultural, economic, and
psychological role that advertising concepts play in society. A
handy introduction for students and a quick reference for young
professionals.
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