Lee, Monle <br/><br/>
Principles of advertising :  a global perspective 
by Monle Lee. 
 - New Delhi :  Viva Books Pvt. Ltd.,  2003. 
 - 335p. 
<br/><br/> Table of Contents :<br/>Chapter 1. Introduction to advertising<br/>Chapter 2. The advertising environment : economy, society, and technology<br/>Chapter 3. Legal and political forces and advertising<br/>Chapter 4. The advertising business and advertising agencies<br/>Chapter 5. Market segmentation, target marketing, and product positioning<br/>Chapter 6. Consumer behavior and advertising<br/>Chapter 7. Marketing and advertising research<br/>Chapter 8. The marketing and advertising planning process<br/>Chapter 9. The creative aspect of advertising<br/>Chapter 10. Advertising production<br/>Chapter 11. Advertising media planning and selection<br/>Chapter 12. Print media<br/>Chapter 13. Broadcast media<br/>Chapter 14. Alternative advertising media<br/>Chapter 15. Direct marketing /direct response<br/>Chapter 16. Sales promotion<br/>Chapter 17. Public relations, publicity, and corporate advertising<br/>Chapter 18. Internet advertising<br/>Index 
<br/><br/><label>ISBN: </label>9788176494007 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Advertising.
<br/><br/><label>Dewey Class. No.: </label>659.1   / LEE/PRI