000			01468nam a22001697a 4500
008			120619t xxu||||| |||| 00| 0 eng d
020			_a025609196x
050			_aHF5821.B71
100			_aIrwin, Richard D.
245			_aContemporary advertising. / _cRichard D. Irwin
250			_a4th ed.
260			_aU.S.A. _bIrwin series, _c1992.
300			_axxxi, 718 + various pagings: _bill.; _c26cm.
500			_aIncludes index.
505			_aContents: 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.
942			_2lcc _cBK
999			_c1449 _d8949