by Annamaria Testa · Il Mulino · tapa blanda · ISBN 9788815097088
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Annamaria Testa, an expert in the world of communication, guides the reader through a fascinating journey into advertising, exploring its techniques, mechanisms, strategies, and fundamental rules. The book analyzes the historical evolution of advertising, from the first posters of the 17th century to today's digital messages, offering an inside look at how agencies function and the professional roles within them.
This work is an essential tool for understanding how advertising is created and developed, detailing the functions of profiles such as account managers, creatives, and media planners. With a didactic approach, the author breaks down the training and attitudes necessary to work in this dynamic sector, making this book an essential read for students and professionals interested in the advertising industry.
