Concise encyclopedia of advertising /

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Bibliographic Details
Author / Creator:Clow, Kenneth E.
Imprint:New York : Best Business Books : Haworth Reference Press, ©2005.
Description:1 online resource (xiii, 213 pages)
Subject:Advertising -- Encyclopedias.
Publicité -- Encyclopédies.
BUSINESS & ECONOMICS -- Advertising & Promotion.
Electronic books.
Electronic books.
Format: E-Resource Book
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Other authors / contributors:Baack, Donald.
Notes:Includes bibliographical references (pages 201-203) and index.
Restrictions unspecified
Electronic reproduction. [S.l.] : HathiTrust Digital Library, 2010.
Master and use copy. Digital master created according to Benchmark for Faithful Digital Reproductions of Monographs and Serials, Version 1. Digital Library Federation, December 2002.
digitized 2010 HathiTrust Digital Library committed to preserve
Summary:"From Alternative Media to the Wheeler-Lea Amendment, this book is a reference of the vocabulary unique to the advertising industry. The Concise Encyclopedia of Advertising is a comprehensive yet to-the-point compilation of terms used in advertising. It provides brief, easy-to-understand definitions and explanations of common advertising terms and covers all major concepts used in the industry."--Jacket.
Other form:Clow, Kenneth E. Concise encyclopedia of advertising. New York : Best Business Books : The Haworth Reference Press, ©2005 0789022109
Review by Choice Review

Part of a series, this skillfully written encyclopedia offers readers a valuable introduction to the terminology and jargon of the advertising industry. Clow (Univ. of Louisiana) and Baack (Pittsburg State) are both academicians who have varied experience in the field. Entries are written in both paragraph and short essay format; they review elementary terms, current concepts, and industry buzzwords. The ancillary areas of marketing, consumer behavior, psychology, media, and promotional strategy are also included. "See also" references are liberally placed at the end of the entries. Endnotes enhance the text, along with an appendix listing individuals who have written recent texts or articles about advertising. ^BSumming Up: Recommended. Lower- and upper-level undergraduates, faculty, and practitioners in advertising or marketing. A. Todman St. John's University (NY)

Copyright American Library Association, used with permission.
Review by Choice Review