| Description |
xvii, 355 pages : illustrations ; 23 cm |
| Bibliography |
Includes bibliographical references and index. |
| Contents |
Introduction to advertising -- Advertising environment: economy, society, and technology -- Legal and political forces and advertising -- Advertising business and advertising agencies -- Market segmentation, target marketing, and product positioning -- Consumer behavior and advertising -- Marketing and advertising research -- Marketing and advertising planning process -- Creative aspect of advertising -- Advertising production -- Advertising media planning and selection -- Print media -- Broadcast media -- Alternative advertising media -- Direct marketing/direct response advertising -- Sales promotion -- Public relations, publicity, and corporate advertising -- Internet advertising. |
| Subject |
Advertising.
|
|
Advertising. |
| Added Author |
Johnson, Carla, 1944-
|
| ISBN |
0789006154 alkaline paper |
|
