TY  - BOOK
AU  - Mccorkell Graeme
TI  - Advertising that Pulls Response
SN  - 77073207
PY  - 1990///
PB  - Mcgraw Hill Book Company
N1  - 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
N2  - 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
ER  -