TY  - BOOK
AU  - Jefkins,Frank
AU  - Yadin, Daniel.
TI  - Advertising
T2  - The M & E handbook series,
SN  - 0273634356
AV  - HF5823 .J43 2000
PY  - 2000///
CY  - Harlow
PB  - Prentice Hall
KW  - Advertising
N1  - Includes index; Bibliography: p. 230; Advertising and the marketing function -- The advertising department -- Types of advertising -- The advertising agency -- Advertising media: Above-the-line -- Advertising media: Below-the-line -- Sales promotion -- Sponsorship -- Direct mail and direct response -- Exhibitions -- Copy writing -- Layout and typography -- Printing processes -- Public relations -- Corporate advertising -- Corporate identity -- Advertising research -- Law and ethics of advertising -- Planning and executing an advertising campaign -- The advertiser and the internet
ER  -