The design of advertising - Nelson, Roy Paul (--New York: McGraw-Hill, 1994)
Chapter 1. The world of advertising --2. The creative process --3. Putting it into words --4. The principles of design --5. Layout approaches --6. Production --7. Typography --8. Art --9. Color --10. Newspaper advertising --11. Magazine advertising --12. Broadcast advertising --13. Direct- mail advertising --14. Posters and displays --15. Long-term design --16. Careers.
Includes glossary, bibliography, and index