Advertising that Pulls Response 

 -  Mcgraw Hill Book Company,  1990 
 - 370 
<br/><br/>Preface, Acknowledgements, Advertising that Pulls Response, How Advertising Works, Eight Kinds of Direct Response, What Makes People Respond, How to Plan - Enquiry Generation, How to Plan - Sell-of-the-Page, The Great Ad Gallery, What Makes a Good Ad, Media Planning and Buying, ''Non-Media'' Media, Finding and Using a Good Response Agency, Look into the Future, Contacts and Associations, Legislation and Standards, Index. 
<br/><br/> Preface, Acknowledgements, Advertising that Pulls Response, How Advertising Works, Eight Kinds of Direct Response, What Makes People Respond, How to Plan - Enquiry Generation, How to Plan - Sell-of-the-Page, The Great Ad Gallery, What Makes a Good Ad, Media Planning and Buying, ''Non-Media'' Media, Finding and Using a Good Response Agency, Look into the Future, Contacts and Associations, Legislation and Standards, Index. 
<br/><br/><label>ISBN: </label>77073207