Littlefield, James E. <br/><br/>
Advertising :  mass communication in marketing / 
James E. Littlefield and C. A. Kirkpatrick. 
 - Third edition. 
 - 544 pages :  illustrations ;  24 cm 
<br/><br/> Includes index. 
<br/><br/>Part One: Behavioral fundamentals -- The behavior of consumers -- The basics of communication in advertising -- Part Two: Background for advertising -- Marketing fundamentals for advertisers -- Product identification -- Part Three: Advertising - An overview -- The nature of advertising -- Advertising in our society -- Part Four: Building the ad -- Layout -- Copy -- Typography, production and color -- Part Five: Advertising media -- Newspapers -- Magazines -- Television and radio I -- Television and radio II -- Outdoor and transit -- Part Six: Sales promotion media -- Point of purchase -- Direct mail -- Part Seven: Business and retail advertising -- Industrial and trade advertising -- The retail advertiser -- Part Eight: Advertising management -- Advertising agencies and departments -- The campaign concept -- Scheduling -- How much to spend -- Measurement and evaluation in advertising. 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Advertising
<br/><br/><label>Dewey Class. No.: </label>659.1