01468nam a22001697a 4500 120619t xxu||||| |||| 00| 0 eng d 025609196x HF5821.B71 Irwin, Richard D. Contemporary advertising. / Richard D. Irwin 4th ed. U.S.A. Irwin series, 1992. xxxi, 718 + various pagings: ill.; 26cm. Includes index. 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. lcc BK 1449 8949 0 0 lcc 0 0 WIUC-1 WIUC-1 GEN 2012-06-19 0 HF5821.B71 3863/12 2012-06-19 00:00:00 1 2012-06-19 BK