Advertising Strategy provides students with the experience of an actively teaching professor at one of the top advertising programs in the country and a working

Gerard Tellis clearly communicates all aspects of promotion using the most recent social sciences research findings, to enable prospective managers to design th

Advertising Creative is the first “postdigital” creative strategy and copywriting textbook in which digital technology is woven throughout every chapter. Th

Focusing on the idea that good advertising always starts with an understanding of people and an awareness of their needs, this text moves through the creative p