TY  - BOOK
AU  - White Roderick
TI  - Advertising / What It is and How to Do It
SN  - 77077644
PY  - 1980///
PB  - Mcgraw Hill Book Company
N2  - A practical guide for anyone about to get involved in the world of advertising.  Foreword, Acknowledgements, Introduction, Should You Advertise: and if so how much?, Do I Need an Agency?, The Marriage Business, Meet the Agency, How Advertising Works, Planning Advertisements, Creating Ads, How to Judge Advertisements, Media: Where the Ideas Can Be Seen, Television, Press Media, The Minor Media, Production for Print Media, Getting it Together - Planning the Campaign, Advertising and the Law, Advertising and Society, Advertising and Economics, International and Multinational and Global Advertising: Why?, The Future: Where Do we All Go from Here?, Further Sources of Information, Index
ER  -