TY  - BOOK
AU  - 
AU  - 
AU  - 
TI  - Advertising: principles and practice
SN  - 978-0-13-723248-2
U1  - 659.1 
PY  - 1995///
CY  - New Jersey: 
PB  - Prentice Hall, 
KW  - Marketing - Publicidad
N1  - 1995
N2  - Contents: part 1: advertising foundations and environment. cap. 1. introduction to advertising. 2. advertising and society: ethics and regulation. 3. advertising and the marketing process .4. advertising agencies. art 2: advertising background, planning, and strtegy. cap 5. the consumer audience. 6. strategic research. 7. trategy and planning .8. how advertising works. Part 3. : advertising media. part 4 : theating advertising. part 5. advertising operations. part 6. miscellaneous advertising
ER  -