000			01265nam a2200253 a 4500
999			_c276 _d276
001			2409309
005			20221122020011.0
008			120322t xxu||||| |||| 00| 0 eng d
020			_a0273634356
040			_aZET-Ke
050	0	0	_aHF5823 _b.J43 2000
100	1		_aJefkins, Frank. _9504
245	1	0	_aAdvertising / _cFrank Jefkins, edited by Daniel Yadin.
250			_a4th ed.
260			_aHarlow : _bPrentice Hall, _c2000.
300			_axxi, 394 p. : _bill. ; _c22 cm.
490	0		_aThe M & E handbook series, _x0265-8828
500			_aIncludes index.
504			_aBibliography: p. 230.
505			_aAdvertising 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.
650		0	_aAdvertising. _9556
700			_aYadin, Daniel. _9506
942			_2lcc _cBK _hHF5823 _02