TY  - BOOK
AU  - 
AU  - 
AU  - 
TI  - Advertising: principles and practice
SN  - 978-0-13-014465-2
U1  - 659.1 
PY  - 1989///
CY  - New Jersey: 
PB  - Prentice Hall,, 
KW  - Mercadeo - Publicidad
N1  - 1989
N2  - Contents: 1. introduction to advertising. 2. the advertising enviroment: ethics and regulation. 3. advertising and the marketing process. 4. advertising agencies. 5. the consumer audience. 6. strate, gic research. 7. strategy and planning. 8. how advertising works. 9. media strategy and planning. 10. broadcast media. 11. print and other media. 12. media buying. 13. the creative process. 14. creating print advretising. 15. creating broadcast aadvertising. 16. creating direct- response advertising. 17. creating yellow pages and out- of- home advertising
ER  -