Gomez, Julita R. <br/><br/>
Advertising / 
Julita R. Gomez and Lilia B. Arante 
 - Mandaluyong City :  National Book Store,  c1986. 
 - ix, 206 pages :  illustrations ;  23 cm. 
<br/><br/>Includes bibliographical references and index. 
<br/><br/>Chapter 1. Nature and scope of advertising -- Chapter 2. A glimpse of advertising -- Chapter 3. Data base for advertising: The Social environment -- 4. Advertising appeals: motivators of behaviors -- 5.  The advertising department: the client -- 6. The advertising agency: fountain of creative and advertising -- 7. The media: conveyors of the advertising message -- 8. Research: The base of the advertising pyramid -- 9. The broadcast media: radio and television. 
<br/><br/> The book emphasizes the creative and imaginative skills needed in the preparation and planning of advertising and sales promotion. 
<br/><br/><label>ISBN: </label>971083097X 
<br/><br/><label>Subjects--Topical Terms: </label><br/>BUSINESS<br/>ADVERTISING -- PROMOTION
<br/><br/><label>LC Class. No.: </label>HF 5821. G66 1986