TY  - BOOK
AU  - Gomez, Julita R.
AU  - Arante, Lilia B.
TI  - Advertising
SN  - 971083097X
AV  - HF 5821. G66 1986 
PY  - 1986///
CY  - Mandaluyong City
PB  - National Book Store
KW  - BUSINESS
KW  - ADVERTISING -- PROMOTION
N1  - Includes bibliographical references and index; 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
N2  - The book emphasizes the creative and imaginative skills needed in the preparation and planning of advertising and sales promotion
ER  -