TY  - BOOK
AU  - Mutya, Ruby F. Alminar-
TI  - Advertising principles : : Marketing communications approach 
AV  - HF 5821 .M99 2007 
PY  - 2007///
CY  - Mandaluyong City
PB  - National Book Store
KW  - ADVERTISING -- PHILIPPINES
KW  - COMMUNICATION IN MARKETING -- PHILIPPINES
N1  - Includes bibliographical references; CHAPTER 1. Introduction to advertising -- 2. The advertising media: Broadcast -- 3.  The advertising media: Print -- 4. The advertising media: out of home and direct response -- 5. Other elements of the marketing communications/promotional mix --6. Advertising organization and its legal environment
N2  - This book is presented in a theoretical approach complemented by practical applications involving activity oriented exercises and topics for discussion
ER  -