Irwin, Richard D. <br/><br/>
Contemporary advertising. / 
Richard D. Irwin 
 - 4th ed. 
 - U.S.A.  Irwin series,  1992. 
 - xxxi, 718 + various pagings:  ill.;  26cm. 
<br/><br/> Includes index. 
<br/><br/>Contents: Advertising perspectives: The Dimensions of advertising -- The Social ethical and regulatory aspects of advertising -- The Advertising business: agencies and clients -- Developing marketing and advertising strategies: The Importance of marketing and consumer behavior to advertising -- Market segmentation and the marketing mix: matching products to process -- Marketing and advertisng planning -- Creating advertising and commercials : Creative copywriting -- Creative art direction -- Creative production: print media -- Creative production: electronic media -- Advertising media : Media planning and selection -- Print media -- Electronic media -- Direct mail and outdoor media -- Sales promotion and supplementary media -- Special types of advertising: Local advertising -- Public relations, corporate advertising and noncommercial advertising -- International advertising -- Appendix A: Marketing plan outline -- Appendix B: Advertising plan outline -- Appendix C: Career planning in advertising. 
<br/><br/><label>ISBN: </label>025609196x 
<br/><br/><label>LC Class. No.: </label>HF5821.B71