by Luis Bassat · ESPASA · tapa blanda · ISBN 9788423987924
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«El libro rojo de la publicidad» is Luis Bassat's essay on advertising, published by Espasa in paperback (245 pages, in Spanish).
The author condenses 25 years of experience to explain the fundamentals of advertising: consumer motivation, the role of the product, strategy creation and slogans. It also covers television, press and radio advertising, promotions, direct marketing and institutional advertising, with numerous examples.
Originally published in 1998. The cover of this edition includes the subtitle «Ideas que mueven montañas» and the mention «Edición universitaria».
For advertising and marketing professionals and students seeking a practical view of the sector.
