by Mariola García Uceda · ESIC EDITORIAL · tapa blanda · ISBN 9788473562928
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«Las claves de la publicidad» is the advertising manual by Mariola García Uceda, published by ESIC Editorial in paperback (388 pages, in Spanish).
The work analyses advertising from the perspective of the advertiser company and the agency, partners with a common language. It offers guidelines for strategic decision-making in commercial communication, understanding of media and work in audiovisual and graphic creation. It includes cases, campaigns, ads, diagrams and graphics.
Mariola García Uceda holds a doctorate in Economics and Business Management and is a professor at the University of Zaragoza. The work corresponds to the fifth revised edition.
Aimed at communication professionals, advertising and public relations students, and students of related master's or postgraduate programmes.
