TY  - BOOK
AU  - Allen T.Chris
AU  - O'Guinn Thomas C
AU  - Semenik Richard J
TI  - Advertising / Second Edition
SN  - 324006616
PY  - 1999///
PB  - South-Western
N2  - A deeper understanding of advertising strategy and processes helps you interpret and appreciate advertising messages you consume daily.  Preface, Acknowledgements, The Process: Advertising in Business and Society, The Planning: Analyzing the Advertising Environment, Preparing the message, Placing the Message, Glossary, Index
ER  -