TY  - BOOK
AU  - Jefkins,Frank
AU  - Yadin,Daniel
TI  - Advertising
SN  - 0273634356
U1  - 659.1 
PY  - 2000///
CY  - Harlow
PB  - Pearson Education
KW  - Advertising
N1  - Preface. 1. Advertising and the marketing function.- 2. The advertising department. - 3. Types of advertising. - 4. The advertising agency. - 5. Advertising media: above-the-line. - 6. Advertising media: below-the-line. - 7. Sales promotion. - 8. Sponsorship. - 9. Direct mail and direct response. - 10. Exhibitions. - 11. Copywriting. - 12. Layout and typography. - 13. Printing processes. - 14. Public relations. - 15. Corporate advertising. - 16. Corporate identity. - 17. Advertising research. - 18. Law and ethics of advertising. - 9. Planning and executing an advertising campaign. - 20. The advertiser and the internet
ER  -