MTU Cork Library Catalogue

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: materialTypeLabelBookPublisher: 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: 659.1
Contents:
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.
Holdings
Item type Current library Call number Copy number Status Date due Barcode Item holds
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
Total holds: 0

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.

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