Advertising : mass communication in marketing / James E. Littlefield and C. A. Kirkpatrick.
By: Littlefield, James E [author].
Contributor(s): Kirkpatrick, Charles Atkinson [author].
Material type: BookPublisher: Boston : Houghton Mifflin, [1970]Copyright date: ©1970Edition: Third edition.Description: 544 pages : illustrations ; 24 cm.Content type: text Media type: unmediated Carrier type: volumeSubject(s): AdvertisingDDC classification: 659.1Item type | Current library | Call number | Copy number | Status | Date due | Barcode | Item holds |
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General Lending | MTU Bishopstown Library Store Item | 659.1 (Browse shelf(Opens below)) | 1 | Available | 00033606 | ||
General Lending | MTU Bishopstown Library Store Item | 659.1 (Browse shelf(Opens below)) | 1 | Available | 00073827 |
Includes index.
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.