The insiders' guide to advertising: How the business of advertising really works (Paperback)
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Craig Mawdsley and Bridget Angear have created a concise and enjoyable guide to the advertising industry. Drawing from their decades of experience in the best advertising agencies in the world, working with some of the biggest brands, they offer a view on how the industry really works. The book covers agencies, clients, media channels, new technology, how advertising works, the culture of advertising, the ethics of advertising and the future of the advertising industry.
The book will be indispensable for anyone considering a career in advertising, studying marketing or advertising, or simply the casual reader keen to understand how this fascinating industry works to shape our world.