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Advertising theory and practice /

Sandage, C. H.

Advertising theory and practice / C.H. Sandage, Vernon Fryburger and Kim Rotzoll. - 11th ed. - Homewood, Ill. : R.D. Irwin, 1983. - xv, 509 p. - Irwin series in marketing. .

Includes index

Part i What is attempted 4
PART 2 On what knowledge base 98
Part 3 Using what creative strategies and techniques 160
Part 4 Through the media 264
Part 5 By whom 360
Part 6 With what effects 388
Part 7 Toward what future ? 490
Index 501

ISBN: 0256028516

ISSN: 8185386633

Subjects--Topical Terms:
Advertising.

LC Class. No.: HF2823.S25

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