Crisostomo, Isabelo T. <br/><br/>
Advertising:  background theory and practice/ 
by Isabelo T Crisostomo. 
 - Mandaluyong City:  National book store,  c1993. 
 - 355p.:  22.1cm 
<br/><br/> Includes glossary and index. 
<br/><br/>Chapter 1.-- What advertising is all about  --2. How advertising evolved  --3. Economic and social aspects of advertising  --4. The advertising triad  --5. The advertiser  --6. The agency  --7. The medium  --8. Research: Foundation of advertising campaigns  --9.m Advertising appeals and human wants  --10. The Filipino consumer  --11. The headline  --12. The illustration  --13. Copy  --14. The layout  --15. Copy for radio, TV, other media  --16. Reproducing the Ad  --17. Media planning  --18. The print media  --19. The broadcast twins  --20. The other media  --21. Conclusions and problems  --22. Industry response  --23. Your future in advertising. 
<br/><br/><label>ISBN: </label>971-08-5499-2 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Advertising.
<br/><br/><label>Dewey Class. No.: </label>BFil. 659.1  / C868a