http://www.loc.gov/mods/v3 http://www.loc.gov/standards/mods/v3/mods-3-2.xsd
xx, 817 p. : ill. (chiefly col.) ; 29 cm.
1. Background of today's advertising -- 2. Roles of advertising -- 3. Brand planning and the advertising spiral -- 4. Target marketing -- 5. The advertising agency, media services, and other services -- 6. The advertiser's marketing/advertising operation -- 7. Media strategy -- 8. Using television -- 9. Using radio -- 10. Using newspapers -- 11. Using magazines -- 12. Out-of-home advertising -- 13. Digital and direct-response advertising -- 14. Sales promotion -- 15. Research in advertising -- 16. Creating the message -- 17. The total concept : words and visuals -- 18. Print production -- 19. Video and the commercial -- 20. The radio commercial -- 21. Trademarks and packaging -- 22. The complete campaign -- 23. International advertising -- 24. Economic, social, and legal effects of advertising
W Ronald Lane, Karen Whitehill King, Tom Reichert
Includes bibliographical references (p 789-799) and index