Includes glossary & index

This classic text introduces advertising as both an art and science while providing a broad overview of advertising issues and functions.

In this book, readers will learn to: • Respond thoughtfully to outbursts and tantrums. • Set age-appropriate limits and boundaries. • Prepare children to meet life’s challenges. • Ensure kids become strong boundary-setters. • ...

The Lectures forming the main part of this volume were presented at the London School of Economics and Political Science and, collected, purport not to be a working textbook of Advertising, but rather a statement of practical principles.

Primarily intended for undergraduate students majoring in advertising, marketing, and management this book blends together all relevant contemporary information as it relates to the practice of advertising with accuracy and foresight.