Advertising Principles: Choice, Challenge, Change

If you are interested in advertising and marketing communications, this bool will tell you from the first to the last. What I regard most highly in this book is the data and case study here is very new and hot, not old dated one. You can read the real market as well as get the basic principles you are desired to know as an advertisign person. This book covers Integrated Marketing Communications, not limited to advertising, which is onlly one of the diverse marketing communications disciplines. It is worth reading.