Advertising

Front Cover
Prentice Hall, 1990 - Business & Economics - 509 pages

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Contents

The Marketplace what i lappens in It
23
ConsumersWhy They Act the Way They Do
39
The Different Kinds of Advertising
67
Industrial Advertising
74
The Advertising Agency
83
Agency Reimbursement
89
Market ResearchThe Need to Know
101
How Advertising Is Written
131
Selecting Buying Advertising Media
267
Copy Testing
291
Direct Mail
311
Retail Advertising
339
The Promotional Push
363
Industrial Agricultural Advertising
397
International Advertising
431
Some Legal Moral Aspects of Advertising
453

Advertising Design Art Layout
171
Printers Engravers Typographers
207
How TV Commercials Are Written Produced
231
Radio Commercials
255
What Happens Next
471
Index
505
Copyright

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