Excellence in advertising: the IPA guide to best practice

Leslie Butterfield (ed.)

Oxford: Butterworth-Heinemann, c1997

ISBN: 978-0750631297
LCC: HF5823.E93 1997
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Published by the UK’s Institute of Practioners in Advertising, this book is primarily about market research and account planning. Of limited use for creatives, but provides a good big picture of the modern agency.

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