TY  - BOOK
AU  -  Jefkins, Frank 
AU  - Yadin, Daniel 
TI  - Advertising
SN  - 9788131703823
U1  - 659.1 
PY  - 2006///
CY  - Noida 
PB  - Pearson Education India
KW  -  Communication and Management
N1  - 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
ER  -