ERIC Number: ED069133
Record Type: RIE
Publication Date: N/A
Pages: 704
Abstractor: N/A
ISBN: N/A
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EISSN: N/A
Advertising Theory and Practice.
Sandage, C. H.; Fryburger, Vernon
The social and economic functions of advertising, its role in business, how it works, and how it is planned and created are the subject of this textbook. Sections include basic values and functions, background for planning advertising strategy, the advertising message, advertising media, testing advertising effectiveness, and the advertising organization. (RH)
Descriptors: Advertising, Evaluation, Marketing, Mass Media, Merchandise Information, Organization, Planning, Publicize, Textbooks
Richard D. Irwin, Inc., Homewood, Illinois 60430 ($12.25)
Publication Type: N/A
Education Level: N/A
Audience: N/A
Language: N/A
Sponsor: N/A
Authoring Institution: N/A
Grant or Contract Numbers: N/A
