Advertising
- 4th ed.
- Noida Pearson Education India 2006
- 416 p.
Table of Content Advertising and the Marketing Function The Advertising Department Types of Advertising The Advertising Agency Advertising Media: Above-the-line Advertising Media: Below-the-line Sales Promotion Sponsorship Direct Mail and Direct Response Exhibitions Copywriting Layout and Typography Printing Processes Public Relations Corporate Advertising Corporate Identity Advertising Research Law and Ethics of Advertising Planning and Executing an Advertising Campaign The Advertiser and The Internet