000			00418nam a2200181 a 4500
999			_c8164 _d8164
005			20181027131109.0
008			141201s2003 xx 000 0 und d
020			_a9788176494007
040			_aMAIN
041			_aENG
082			_a659.1 _bLEE/PRI
100			_aLee, Monle
245			_aPrinciples of advertising : _ba global perspective _cby Monle Lee.
260			_aNew Delhi : _bViva Books Pvt. Ltd., _c2003.
300			_a335p.
500			_aTable of Contents : Chapter 1. Introduction to advertising Chapter 2. The advertising environment : economy, society, and technology Chapter 3. Legal and political forces and advertising Chapter 4. The advertising business and advertising agencies Chapter 5. Market segmentation, target marketing, and product positioning Chapter 6. Consumer behavior and advertising Chapter 7. Marketing and advertising research Chapter 8. The marketing and advertising planning process Chapter 9. The creative aspect of advertising Chapter 10. Advertising production Chapter 11. Advertising media planning and selection Chapter 12. Print media Chapter 13. Broadcast media Chapter 14. Alternative advertising media Chapter 15. Direct marketing /direct response Chapter 16. Sales promotion Chapter 17. Public relations, publicity, and corporate advertising Chapter 18. Internet advertising Index
650			_aAdvertising.
942			_cBK